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Hidepark Leather Old School Style vs Fast Fashion social media campaign

Agnieszka Gibbon (Social Media Portal (SMP)) - 29 January 2018

Leather garments maker Hidepark uses blogger outreach and social media to raise visibility of brand with Impression at the helm

Hidepark leather logo 300x300Brand: Hidepark Leather
Campaign: Old School Style vs Fast Fashion
Region: UK
Duration: 15/12/2017 to 14/02/2018
Channels: Blogger outreach, social media

Social Media Portal (SMP): Agency behind the campaign

Hidepark Leather (HL): Impression / @impressiontalk

SMP: The brand?

With approximately 40 stockists throughout the UK and Ireland, HidePark Leather / @hideparkleather create leather and other garments of the highest quality, selecting linings and trimmings best suited to the style and designed pattern.

Hidepark leather homepage

SMP: What regions is the campaign for?

HL: The campaign was focused on UK the UK using relevant fashion trends to the UK currently.

SMP: The official campaign name and why was it chosen?

HL: Old School Style vs Fast Fashion. We chose the name because it encapsulated the discussion we were trying to start through our campaign, is the fast fashion culture of today superior to older trends and the durability associated with it.

SMP: What is the start and end of the campaign?

HL: The campaign started on 15/12/2017 and will be running until 14/02/2018 before Valentine's content kicks off.

SMP: The target audiences of the campaign, who are you trying to reach and why?

HL: The target audience of the campaign we wanted to reach was primarily two generations and get them talking about who's fashion is better. This would be the older baby boomer generation vs today's millennials. We believed this discussion would be relevant to fashion bloggers and publications who can discuss the generational gap in fashion, especially today's swift disposable culture.

SMP: Briefly, tell us about your campaign

We created a visual that takes the most fashionable items from millennial style of today against baby boomers of the 60s. It works out how much each respective generation is paying on fashion every year to stay on trend. Alongside this was comments from relevant fashion experts discussing the impact of fast fashion in our culture today.

SMP: What did you choose to create an infographic  and how long did it take to design/produce it?

HL: Due to the fact that we wanted to highlight the data as the main talking point, we felt an infographic would highlight this best. In terms of design, it took a day of resource with tweaks and edits.

SMP: What sort of coverage has the infographic produced?

HL: As of yet we have some coverage in early stages for fashion websites, with more expected as 2018 progresses. So far it has had some good engagement verbally and on the Hidepark blog.

Old School Style vs Fast Fashion infographic

SMP: What are the objectives of the campaign and why is it different?

HL: To two generations discussing the nature of the fashion industry. We wanted a shareable and engaging piece of content that would encourage people to discuss the infographic which then would allow traffic to funnel back through to Hidepark's website.

SMP: What were the channels, platforms and methods you were using?
HL: We are sharing the content with fashion bloggers and those in the older 'silver fox' market alongside forums like Reddit and BoredPanda. In addition to this, we are sending the content to online publications as a way of opening up a story about fast fashion.

SMP: What do you hope to achieve results)?

HL: We hope to gain over 10 unique backlinks to the page as well as a deeper social shareability which we hope to reach over 10K users.

SMP: What were the challenges in creating the campaign and how did you overcome them?

HL: The challenge in creating the campaign was ensuring our calculations were accurate and industry realistic. We had the assistance of a fashion blogger who helped to provide us with industry insight into material durability and wear. We also had to research studies regarding fast fashion and the clothes of today to form an accurate representation.

SMP: What did you doing to measure the campaign and what measurement tools do you have in place to do this?

HL: We are currently utilising monitoring tools like BuzzSumo to track the shares and links pointing to the blog page as well as free notifications from Google Alerts.

SMP: What was the budget used for the campaign?

It took us a month's worth of planning as part of an ongoing marketing retainer.

SMP: How did you do to make the campaign social and shareable?

HL: We made sure the blog post with more information offered an embed code for the infographic making it easy to implement on blogs and sites. Small statistics can also be pulled from the infographic making it shareable information for short posts.

SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?

HL: We utilised the #fastfashion hashtag to maximise exposure with relevant bloggers and audiences as well as #oldschoolcool for the other target demographic.

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