STYLE STREAM by Baker Brand, The Projects* for Westfield

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STYLE STREAM

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Industry Clothing, Apparel & Accessories Stores
Media Promo & PR, Case study
Market Australia
Agency Baker Brand
Agency The Projects*
Director Simon Philby
Creative Director Jack Bedwani
Producer Tom Hunter
Released November 2011

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: WESTFIELD
Product/Service: WWW.WESTFIELD.COM.AU
Agency: THE PROJECTS*
Agency: BAKER BRAND
Creative Director: Jack Bedwani (The Projects*)
Account Director: Carrie Barker (The Projects*)
Producer: Tom Hunter (The Projects*)
Digital Director: Nick Gower (Mentally Friendly)
Digital Producer: Ben Henderson (Mentally Friendly)
Publicist: Tracy Baker (Baker Brand)
Event Manager: Nick Ingate (The Projects*)
Director: Simon Philby (The Project*)
Media placement: Consumer PR - Sunday Telegraph - Insider - 06.11.11
Media placement: Consumer PR - MX Magazine - 08.11.11
Media placement: TV - Today Show - 09.11.11
Media placement: TV - Mornings With Kerri-Ann Channel 9 - 15.11.11
Media placement: Radio - Kyle And Jackie O Show. 2Day FM - 8.11.11
Media placement: Digital PR - Womens Wear Daily - 11.11.11
Media placement: Diigital PR - Marieclaire.com.au - 14.11.11
Media placement: Digital PR - Twitter #RachelZoe And Style Stream Trending In Top 5 - 14.11.11
Media placement: Digital PR - Www.today.ninemsn.com.au - 09.11.11
Media placement: Social PR - 30 Fashion Bloggers Cover RZ Press Conference - 14.11.11

Summary of the Campaign
Westfield, Australia's largest retail landlord, launched Australia's first online shopping mall: westfield.com.au. (WOL)

The objective was to position WOL as the home of premium fashion, and to encourage fashion savvy consumers to shop via an online mall rather than direct with the brands they desire, thereby increasing sales by 20%.

The strategy was to drive consumers onto the website and experience the breadth and premium nature of the retailer offering. Social media was identified as a key platform to increase talkability. Credibility and fashion positioning was achieved solely through PR and the securing of a high profile fashion ambassador.

The execution flipped fashion on its head enabling the consumer to create the content for Style Stream - the world's first consumer-generated live fashion show.

Rachel Zoe was engaged as ambassador to launch the event driving meaningful media, PR and online interest via bloggers.

Style Stream enabled consumers to engage with WOL, navigate the store, style an outfit and watch their chosen model walk the runway - all within minutes. The consumer was credited as the stylist, and their look instantly posted to YouTube and Facebook, encouraging sharing, further reach and purchase.

With no spend ATL, the PR promotion was highly successful in securing extensive coverage on mainstream TV, newspapers, radio and online. The opening-night's live web-broadcast press conference offered 20 fashion bloggers a unique opportunity to ask Rachel Zoe questions from their fan base, further extending the reach.

PR drove financial results: visitors to the site increased by over 1,100% versus a target of 40%. 43,000 shares on Facebook were achieved and sales increased by over 400%.

The Situation
At a time when traditional retail was experiencing a decline globally, Australia’s largest shopping centre and retail group, Westfield, launched Australia’s first ‘online shopping centre’, Westfield.com.au. (WOL)
Our objective was to create awareness that Australia’s biggest retail landlord was now also an online fashion retailer, and drive traffic to the site.

Objectives:
- Position Westfield.com.au as the home of premium Australian fashion online;
- Shift consumer behaviour from shopping online direct with a retailer to shopping at an online mall;
- Significantly raise awareness of the website;
- Increase weekly site traffic by 40%;
- Maximise consumer engagement and drive ‘talkability’;
- Increase per week sales by 20%.

The Goal
Challenges:
- The target market did not associate Westfield with premium fashion;
- Consumers default to international online fashion retailers, e.g Net-a-Porter;
- Westfield.com.au’s retail mix was perceived mass and lacking in designer brands.

Target Audience:
Fashion-savvy online female shoppers.

Research:
- Fashion savvy consumers prefer to interpret trends and dislike being told what is on trend. They love to individualise their looks;
- Rachel Zoe is viewed as a fashion expert indexing 593 against credible fashion sources;
- Recommendation by stylish friends influenced purchasing decisions by 86%.

The Strategy
Idea:
- Let consumers participate with the fashion show in a way that’s never been done before;
- Engage the most credible fashion stylist in the world as brand ambassador: Rachel Zoe.

PR Strategy:
Phase 1 - Mass awareness through mainstream news PR;
Phase 2 - Engage fashion PR and bloggers;
Phase 3 - Engage fashion savvy consumers online to share with friends affirming the fashion credibility of the website.

Phase 1 - Engage Style Mentor Rachel Zoe and face of the campaign to drive mass interest:
- Promote activation with a consumer competition to meet Style Mentor.

Phase 2 - Engage fashion bloggers to increase credibility and extend the reach to their fashion savvy audiences via live web-broadcast press conference, blogs and Twitter.

Phase 3 - World’s first consumer generated live stream runway show.
- Focused online campaign where consumers were one click away from the product;
- Drive meaningful engagement/participation with the website and create content with a drive to purchase.

Execution
Style Stream, a fully interactive consumer generated runway show, streamed live and exclusively on Westfield.com.au for 4 hours a day over 3 consecutive days.
Consumers could navigate the online store, style an outfit and watch their model make their way down the runway in real time within 15 minutes of submitting their look, therefore becoming the stylist.

A fully integrated PR plan launched 10 days out with each of the key media being offered a different 'Rachel Zoe exclusive', culminating in a live broadcast press conference exclusively for fashion bloggers in which each could ask a question on behalf of their followers.

Successful consumers were notified via email when their outfit was to grace the runway and sent a YouTube link of the look that promoted sharing within their social network. The most 'liked' entries became finalists in the competition to win a trip to LA to meet Rachel Zoe.

Documented Results
The campaign delivered outstanding results and significant increases in both traffic and sales were recorded:

Objective:
Increase weekly site traffic by 40%.
Results:
Traffic increased by 1,100%.

Objective:
Increase sales by 20%.
Result: Sales increased by over 400%; value increased by 47%.

Objective:
Position Westfield.com.au as the home of premium Australian fashion online;
Result:
Over 50 media stories associated WOL with premium fashion, Rachel Zoe offered credibility to fashion bloggers; Designer retailers have subsequently been signed onto the site, Eg Zimmerman.

Objective:
Significantly raise awareness of the website
Result: 43,244 Shares on Facebook; 35,156 likes on Facebook; trended top 5 on Twitter #styleStream and #rachelzoe.

Objective:
Maximise consumer engagement and drive talkability.
Result: 10,143 looks submitted, 1,000 looks sent down the runway; average of 4.3 minutes spent onsite; the platform was embraced globally with participation polled in Australia, Singapore, Malaysia, Germany, Slovakia, Canada, UK, USA and New Zealand.