Tips to ignite excitement around a product launch: what we learned from Fashion Week
It is always exciting to share new products with your consumers. Along with all of the effort put into external promotion, however, we can’t forget about creating content for our own platforms. As we always say at FACTEUR PR, “own your story to share your story!”
Want a tip for approaching your social media in a potentially different way? Treat the drop of a new item like an event! Who wouldn’t want more customer anticipation building up to the release?
The concept:
A good source of inspiration for this kind of strategy is in the fashion industry, specifically how luxury brands engage followers during the release of their collections each season at Fashion Week. An easy way to look at the shared content is in three parts: before, during, and after the event. Instagram, and particularly Instagram Stories, are becoming increasingly important and utilized for brand engagement. Here are some examples of what to look for and share.
Pre-Show:
Instagram Story Takeover (example: a show attendee shares the process of getting ready for the show.)
Small Detail Posts (example: sneak peeks of the show venue, inspirational quotes or images that contributed to the designs, and glances at the production process catch the attention of followers.)
Attendance List (example: if someone cool is showing up or is otherwise involved, let viewers know.)
During the Show:
A Garment in Motion (example: choosing a few of the strongest or most unique looks from the collection works well when shown on the model in video or photo form.)
The Finale Video (example: even a fraction of the moment when all of the garments can be seen at once provides the observer with a good grasp on elements of the collection.)
Post-Show:
Attendees’ Responses (example: a candid interview occurs to capture the emotional responses of a variety of viewers.)
Edited Visuals (example: the sharing of final images and/or videos of the looks occurs after they have been sorted and edited to meet the company’s level of quality and aesthetic.)
An elegantly applicable brand to observe is that of Dior, one that is often acknowledged for their extensive social media content. On September 24, the luxury fashion house showed their Spring/Summer 2019 RTW collection in Paris. Its Instagram account utilized the story feature throughout the day. Instead of following the pre-show preparation of a well-known influencer, they featured a fresh-faced model describing each part of the fashion show she experienced (shown above). Luxury brands are often known for being the least transparent in the industry, so any glimpse into the process is widely welcomed. The desire for transparency is growing in consumers at all market segments, so it is a good thing for small businesses to keep in mind as well!
How to apply it:
Each of the kinds of content described can be translated and pared down to your specific products or services before, during, and after a launch. Post a sneak peek of the cool packaging or a video talking through your sources of inspiration. After the product is released, maintain its new position in the market. Though your business likely does not have the ability to make the volume of content that a brand such as Dior has, sharing a handful of quality visuals in the following days is already a significant reminder to your audience! At FACTEUR PR, we can’t say enough about the importance of continuing on after a big brand moment has happened. Keeping up public relations both online and off is a constant endeavor, so keep it fresh and creative!
Looking for assistance with your public relations and social media strategy ahead of your brand or product launch? We can help! Head to our Contact page to get started!
Instagram Story images c/o @dior. Cover image c/o Cleo Glover.