Innovative Work

Target: This campaign is intended to reach and influence media professionals and fashion bloggers. When broken down, the primary segment of this market is females 18 to 34. This audience spends a significant amount of time on social media, in fact some have turned it into their source of income. They are savvy and heavily involved in all aspects of social media; they may have even been a part of influencer or advertising campaigns themselves. The content needs to be relevant to them and spark an interest on how this fashion show will benefit their personal brand. 

 

Goal: The primary goal of this campaign is to inform media professionals and fashion bloggers about the Kota Sustainable Fashion Show and get them to reserve their spot. The secondary goal is to have the bloggers share information about the event on their personal blog, encouraging their followers to also attend. This will be done by creating shareable content that is both relevant and engaging. 

 

Tactics: The social media campaign will have the same tone as the rest of the campaign elements- information about sustainable versus fast fashion while still being trendy and fashion centric. Content will be featured on visual platforms such as Instagram and Pinterest. Both platforms are currently used by the target audience and have features that make sharing and saving posts easy. The video will be pushed on social media such as Facebook and Youtube with shorter clips appearing on Instagram. Wherever the target is spending time either researching trends or posting their own, Kota advertising will fit in seamlessly.