Lakme Fashion Week Case Study - Instagram Show

FIRST EVER

S H O WINSTAGRAM

SUMMERRESORT

2015PRESENTS

INDIA’S

Take Lakme Fashion Week down the global runway

Explore newer digital avenues and bring innovation to the world of fashion.

Generate morebuzz on digital

for the brand.

Objectives

Platform Instagram is emerging as apowerful medium in fashion marketing.

Heralded as the ultimate destination for fashion mongers.

More people are turning towards Instagram for latest fashion trends. We capitalized on this trend to create a collaboration of a one of a kind “Instagram Show”.

We partnered with Instagram, a photo sharing app, to showcase Designer Masaba Gupta’s brand new collection exclusively for a ‘Digital Runway’

Idea

The Masaba Gupta Instagram Show was used as an innovation and it was the first of its kind in India.

Live Instagram accounts forLakme Fashion Week & Masaba Gupta.

India’s first ever Digital Fashion

Week

Create

Execution Phase 1

Imprint 7:30pmas the Instagram

MasabaHour

Phase 2Live photos

and videos from backstage.

Phase 3The

Digital Runwaygoes live

Pre-HypePHASE 1 : Posts at 7:30pm to resonatethe Instagram Masaba Gupta hour in the minds of the followers.

interactions

500+

interactions370+

interactions435+

PreviewPHASE 2: We built a hype with trailersshowing snippets from the new collection.

Our previewvideos hitmore than

1100 likes!

BackstagePHASE 2: The day of the show startedwith pictures from “backstage” of the Fashion Show.

Live ShowPHASE 3: One picture of each look was uploaded on Instagram every 2 minutes,just as in a live show.

followers by

2000Increase in

in 2 hours

Createdthe first ever

DigitalRunway

More than 50,000 comments, likes and shares over time.

The show trended on the Instagram accounts of Lakhme Fashion Week and Masaba Gupta.

Engagement

Increase in

in the 15minsof the live show!

likes by 5korganic

ResultsLeveraged a new platform to reach out to a whole new audience.

Gained new followers and created an impression in theminds of the viewers.

The Instagramshow reached

out to more than

30k people!

Thank You

Conceptualized and executed by