Fashion Show Coordination

Online Events/Webinars are a scam. Why? Because I have seen many brands promoting events and screaming for “organic registrations” But have 0 marketing plan for making that happen. They promote the event 3 days before. Post a few graphics. Cross their fingers. And when sign-ups don’t come in, they blame the algorithm. Here’s what nobody tells you: Organic registrations don’t come from last-minute hype. They come from consistent, intentional content before, during, and after the event. Let’s break it down (you can save this post if you want) What most brands do wrong ❌ → Only posting generic speaker banners → No behind-the-scenes updates → No real-time content during the event → Forgetting to share recordings or highlights after → Ignoring community engagement (polls, reactions, thank-yous) What to do instead ✅ 🍀 Before the event → Announce speakers early (people register for people) → Share last year’s highlights to build credibility → Post FAQs and schedule teasers so people know what to expect → Run polls or quizzes related to your topics → Show behind-the-scenes prep to create curiosity 🍀 During the event → Share live quotes and instant reactions from attendees → Post short clips from sessions or entertainment → Run real-time polls to keep people engaged → Stream highlights and behind-the-scenes moments 🍀 After the event → Thank attendees, speakers, and sponsors publicly → Post session recordings and best activation pictures → Share event stats (how many people joined, key outcomes) → Tease your next event while attention is still high That's it. I hope you find this helpful. And if you did, follow me for more such social media tips #ContentStrategy #OrganicGrowth #BrandBuilding #SocialMediaTips

What if the content formats your luxury brand is prioritizing are completely misaligned with what VICs actually want to see? 🤔 A survey of 600 high-net-worth consumers¹ was conducted to understand what they actually want to see from luxury brands online. tl;dr, video is the ultimate format winner. Here’s what your brand’s videos should cover: 1. Event videos. VICs want front-row access to fashion shows, product launches, and private events. Brands that master this format transform FOMO into brand loyalty by making viewers feel like insiders to exclusive moments. 2. Designer interviews. Affluent consumers invest in vision and craftsmanship. When designers share their creative process, inspiration, and brand philosophy, it creates an emotional connection that justifies premium pricing and builds long-term brand affinity. 3. Craft and technique videos. VICs understand quality and want to see the artistry behind their purchases. Detailed craftsmanship content reinforces the value proposition and creates appreciation for the brand's expertise. Premium brands using these types of videos create layered storytelling that works across the entire customer journey: - Awareness: Event videos generate buzz and social currency - Consideration: Designer interviews build trust and emotional connection - Purchase: Craft videos justify premium pricing through demonstrated value - Loyalty: All three formats create ongoing engagement between purchases So, stop creating generic social content. Start producing the exclusive, behind-the-scenes experiences your high-value customers actually want to see. 🎥 #luxury #luxurybranding #socialmedia #socialmediacontent Image source: Altiant.

We’ve managed $100k+ ad budgets promoting online and in-person events and here’s what we’ve learned: 1. Timing matters. The majority of ticket sales or registrations happen in the weeks leading up to the event. We account for this by allocating the majority of the spend closer to the day of the event. 2. Social proof converts. For one client, we searched LinkedIn for anyone who posted about the event after the fact and ranked them by engagement. We then promoted those posts as thought leader ads in anticipation of the next event. 3. Promote transparency. If you are at liberty to do so, why not give away the attendee list? If you have a high value audience and have your targeting dialed in, try a campaign where you gate the attendee list. We’ve seen this tactic promote great conversations that directly lead to ticket sales. 4. Ads that feature as many speakers as possible tend to perform the best. Generally we see ads with faces perform well, so try combining all the speakers into one post. You can then split those ads up into individual speaker ads, use them in carousels, etc. Above all, we’ve learned that preparation is key to promoting these events. For one client, we put together a schedule of ads that would go out as we got closer to the day of the event. This included “countdown” ads where we’d say “the event is 1 month out!” etc. as we built a sense of urgency. Because we put together this plan we were able to get creative requests to our designers early. We had all the creatives ready to go months out from the event and had all the campaigns built and scheduled so that they would pause and activate as the countdown got closer. We’re always testing new strategies to promote these events and it’s impossible to fit all of our experiments into one post. For example, LinkedIn has built in event ads which allow people to register for a LinkedIn event directly from the ad. The key to improving performance for that ad unit is to build up as many organic registrations as possible. Since you can see how many people registered directly on the ad, we’ve seen that a higher number of organic registrations directly impacts the conversion rate on the paid side. Interested in hearing more about how we promote events via ads? Feel free to reach out. We have a ton more ideas we’re looking to test. 🧑🔬

❓ 𝗖𝗮𝗻 𝗮 𝗹𝘂𝘅𝘂𝗿𝘆 𝗯𝗿𝗮𝗻𝗱 𝗱𝗼𝗺𝗶𝗻𝗮𝘁𝗲 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝗱𝘂𝗿𝗶𝗻𝗴 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗪𝗲𝗲𝗸 - 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗿𝗲𝗹𝘆𝗶𝗻𝗴 𝗼𝗻 𝗽𝗮𝗶𝗱 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗼𝗿 𝗺𝗮𝗶𝗻𝘀𝘁𝗿𝗲𝗮𝗺 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀? According to The Business of Fashion, SCHIAPARELLI had the biggest share of voice in user-generated content on Instagram and TikTok after #PFW25 - achieving this entirely organically. So, what’s driving this surge in interest? 🔍 𝗔 𝗰𝘂𝗿𝗮𝘁𝗲𝗱 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗺𝗶𝘅: No mass-market collaborations, no overexposure - just exclusivity that creates intrigue. 🎭 𝗗𝗶𝘀𝘁𝗶𝗻𝗰𝘁𝗶𝘃𝗲 𝗮𝗲𝘀𝘁𝗲𝘁𝗶𝗰𝘀 𝗰𝗼𝗺𝗯𝗶𝗻𝗲𝗱 𝘄𝗶𝘁𝗵 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴: Schiaparelli isn’t just selling fashion; it’s weaving a narrative rooted in brand heritage, art of storytelling and unique vision of the current Creative Director. 🖤 𝗘𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗶𝘁𝘆 𝗮𝘀 𝗮 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Every appearance feels like an event, making its visibility rare and coveted, unlike competitors who spend millions on visibility. While other brands flood the market with ads, Schiaparelli thrives on maintaining an air of mystery, and the results speak for themselves. In the below research, I broke down Schiaparelli’s brand DNA, competitive positioning, and marketing strategy, showing how it remains exclusive yet culturally dominant. 💬 What do you think - can luxury brands go viral without going mainstream? Let’s discuss. P.S. This analysis forms part of a group project developed in the Luxury Management class at Sup de Luxe, focused on the development of Schiaparelli’s pop-up space - a concept I’ll be sharing soon. #Schiaparelli #LuxuryMarketing #BrandStrategy #HauteCouture #FashionBusiness #LuxuryBranding #MarketingInsights #BusinessOfFashion #SupDeLuxe

Managing social for a 300-person event isn’t just about showing up with a camera and a phone. Here's my checklist for creating an experience that connects through the screen. ✅ Develop a Storytelling Guide I map out the key stories to tell during the event. What themes or moments should shine? (FOMO is always the vibe!) ✅ Define Goals and Strategy Pre-event = build hype. During = real-time engagement. Post-event = recap magic. I also adjust content plans for each platform (Instagram, Threads, LinkedIn, etc.). ✅ Create Content Templates Using tools like Canva, I prep story and post templates so my team can easily create dynamic content on the fly. ✅ Coordinate with the Media Team Collaborating with photographers and videographers ensures I capture high-quality moments for both immediate and future use. (Bonus points for those iconic crowd shots!) ✅ Assemble and Brief the Social Media Team Everyone needs to know their role—who’s posting where, who’s covering what, and what key moments to capture. ✅ Set Engagement Plans I prepare prompts to encourage interaction: polls, quotes, and questions. Think, “What’s your biggest takeaway from today’s panel?” ✅ Monitor and Respond Once the content goes live, the job isn’t over. There's active engagement with comments, questions, and reactions to keep the energy high. ✅ Document Analytics Lastly, I track engagement metrics in real time. This helps me adjust if a certain type of post (e.g., quotes vs. behind-the-scenes moments) is performing better than others. It also helps to source areas of engagement for later. Pro tip: The real MVP? Having backup batteries, bricks, and a mobile hotspot because technology.🔌

How we drove 28M views in 56 days on TikTok for a Fashion AI app that raised $50M. Would've costed $500K to get this outcome through paid ads. I'll be talking about the core principles that got us here and how anyone can use this to get millions of views: - Find what your audience cares about MORE than your product - 90% of all your views come from one format. - $500/month part-time creators outperform $5K/post influencers 1. Find what your audience cares about MORE than your product During our initial research we noticed: Most viral videos in fashion had a celebrity angle to them. The insight: People don't care about fashion apps. They REALLY care about celebrities. We tested posts using this insight: Test 1: "Meghan Markle vs Kate Middleton: Who wore it better?" Simple carousel. No app promotion. Result: 1.4M views in 72 hours. Test 2: "Georgina vs Antonella style battle" Result: 7.7M views. Here's the psychology: Celebrity comparisons trigger what psychologists call 'Parasocial Defensiveness.' When you pit celebrities against each other, fans don't just prefer their celebrity - they NEED to defend them. Every comment like "Kate would NEVER" or "Meghan clears" adds to the virality and the algorithm pushes it further. The core principle: Find what your audience cares about MORE than your product, then make your product part of that conversation. For fashion, it's celebrity tribalism. For education, it might be procrastination. For fitness, it might be transformation stories. 2. 90% of all your views come from one format. Two accounts posting the same format (mentioned above) got us 94% of all views. Due to this: we spend atleast 2 weeks researching and watching every viral video of a particular niche before starting production. This leads us to atleast 100 of the best, tried and tested formats to choose from for every campaign. 3. $500/month part-time creators outperform $5K/post influencers. The biggest arbitrage in marketing right now: Hiring creators on Sideshift (LinkedIn for creator hiring) at $500/m instead of influencers at $5K/post. It's counterintuitive but it works, because: A fresh account is better for you than a 100K influencer account. How? A new account can be warmed up to target a very specific ICP while a 100k influencer account has an audience that follows them for THEIR content, not your product. 1M views targetted to the wrong audience is worthless. Compare this with 100k views that are targetted exactly to your exact ICP. You can do this by Warming Up. Act like your ICP on TikTok for 3-5 days before posting. By doing this, TikTok puts you in the same bucket as your ICP. When you then start posting, it will distribute your content to the same bucket.

Successful event marketers use short videos at 𝒆𝙫𝒆𝙧𝒚 stage of their events. How do they do it? ➝ Before the event: Use shorts as teasers to announce the event and boost registration ➝ During the event: Share short videos of real-time interviews to attract more views ➝ After the event: Repurpose long interviews into short recaps & highlights, and post them across platforms to generate buzz for future events Among these stages, "after the event" is the most important one. Imagine this: Converting a lengthy interview into 10 short clips, each garnering more views than the original video alone. That's 10x the reach. To be clear: Not all short videos will perform. Ensure your shorts: ➝ Deliver a clear and concise message ➝ Drive people to take action ➝ Use visuals (animated captions, b-rolls, etc.) to enhance the appeal And don't just clip recent videos. Repurpose past content as well. It is not only a great way to revive your past content. Shorts from prior events serve as great teasers to promote upcoming ones. HubSpot has mastered this approach. To promote #INBOUND2024 in September, their event team is using Opus Clip to clip highlights from #INBOUND2023 sessions as teaser videos across social platforms. And their VIP tickets are nearly sold out. Undoubtedly, they'll continue to clip more videos during and after #INBOUND2024. Because short videos are the most potent tool for event promotion today.