As a retail marketer, when your brand is involved in a high profile event such as sponsoring a musical festival or staging a fashion show; you want social media to amplify that association as much as possible. However getting people online as excited as those there in person, or finding the right social audience to amplify event messaging to is no easy task.
That’s an area where ListenFirst Social Analytics can help. With deep social listening capabilities, ListenFirst has both the technology and the proven track record in mapping out the most effective social media strategy for retail brands around their offline events. Exemplifying both our methodology and differentiation, here’s a recent case study showcasing how Michael Kors leveraged ListenFirst to become the number one fashion brand on social media around New York Fashion Week.
New York Fashion Week is one of the biggest events in the fashion industry. Dozens of brands compete for share of voice, but competition is tough. Luxury fashion brands dominate social media with a stream of creativity, influencers, and celebrity. So, how does a brand capitalize on all the buzz surrounding fashion week and win social share of voice during one of the most anticipated weeks of the year? Michael Kors, always one of the top performing brands on social during fashion week, wanted to dominate the fashion conversation during the F/W2019 shows.
The brand’s marketing team turned to ListenFirst for data-driven insights to help them create a winning social content strategy and outperform the competition.
Solution 1: ListenFirst created an Intelligence Hub to Manage Social Analytics, Including Owned and Competitive Insights, for On-Demand Data
The Hub featured the following components and capabilities:
CENTRAL DASHBOARD – Brought together all Michael Kors domestic and international social data across all social channels in one place. Overall performance was ranked by KPIs, content analytics, influencers, video, etc…
BRAND ANALYTICS – ListenFirst aggregated all Michael Kors paid, organic, earned analytics in one dashboard; evaluating the data by geography, campaign performance, content analytics, product analytics, and best practices.
COMPETITIVE INSIGHT – Created competitive dashboard including all organic and earned social analytics for all fashion and luxury brands dating back to 2012. Included were rankings and trends for industry, competitive set, celebrities, influencers; insights into competitors’ product, theme and season performance, audience insights, and best practices.
Solution 2: Create Industry Standards for Direct Comparisons and Rankings with the Competitive Set for each Fashion Week
ListenFirst created daily and weekly rankings and leaderboards based on metrics such as Social Engagement Score and Interest Score from prior fashion weeks, highlighting the top performing brands. The leaderboards also included top line insights into any brand among the Top 15 on any given day during fashion week.
These rankings gave the marketing team at Michael Kors insights into what content worked and did not work for the brand and its competitors in the past. Insights included content type, creative execution, product featured, social platform performance, celebrities and influencers, time of posting, and overall campaign and strategy approach.
Solution 3: Apply Data-Driven Best Practices to Build A Winning Social Media Strategy
Season over season, engagement on posts (likes, comments, shares, reactions) accounted for the majority of social engagement compared to fan acquisition, conversation volume, and search. These insights drove the team to focus on click-based activations. Likes and comments on Instagram accounted for majority of engagement each season. However, in some cases, certain celebrities or influencers drove significant engagement on Twitter. The team decided to focus on Instagram, but diversified channels depending on which celebrity/influencer was featured.
Additionally, ListenFirst discovered it was critical to continue engaging the core customers of Michael Kors during fashion week, who cared mostly about aspirational, yet accessible content such as handbags, famous landmarks, and the man behind the brand.
Most Engagement Instagram Content SS19
The Result: Michael Kors Dominated New York Fashion Week FW19
Based on ListenFirst’s social analytics and insights, Michael Kors implemented a proactive campaign strategy that leveraged the buzz and excitement of the event from the start of fashion week all the way until the end.
The brand rolled out a fully integrated social strategy during NYFW, kicking off the week with a made for Instagram campaign launch party featuring supermodel Bella Hadid, followed by a steady drumbeat of handbag teaser posts across social to please its most loyal fans, and culminating with its star studded 70s themed runway show on February 13, 2019.
The strategy resulted in Michael Kors becoming the fashion brand generating the most social engagement during NYFW – with the winning score of 5,910,972. That metric tracks the volume of post responses and fan growth across Facebook, Twitter and Instagram and hashtag/handle mentions on Twitter. Michael Kors also was responsible for 80% of Top 10 NYFW related posts in 2019, with the brand’s social engagement score increasing by 421 percent compared to NYFW 2018.
The overwhelming success of this campaign was featured in WWD on February 14, 2019.
The Michael Kors victory might have been specifically around New York Fashion Week, but the lessons from their social media domination are completely transferable to other retailers around other events. By taking advantage of the ListenFirst Social Intelligence Hub which houses all relevant owned, paid, earned, and competitor social media data points under one roof; any retail brand will have the tools and insights necessary for their own standout performance on social media.