London Fashion Week: The draw of the competition

Feb. 28, 2014 | by Jenny Ellery

We’ve all heard how Burberry and Harry Styles ruled the social media world over London Fashion Week last week. But if you dig a little deeper, there is another clear winner – the competitions.

Using Brandwatch we monitored the social media chatter for the two weeks around London Fashion Week  to cover the build-up and tail off of the coverage.  Of the more than 400k mentions of London Fashion Week during this period, some 96% were on Twitter.  And there is no denying that no one came even close to getting the spike in attention that Burberry and Harry Styles did.

The Harry Hype

It was quite incredible to see the stats – on the day that Burberry held its show and Mr Styles rocked up for his front row seat, @burberry got over 35k mentions and @harry_styles got almost 12k that day alone.  When you consider that on the other days the top accounts got a few thousand mentions, these two blew them completely out of the water!

But their coverage was for the most part confined to that moment – it was a spike. And if you take a look at the stats over the two weeks surround LFW, it’s interesting to see that other brands did in fact give Burberry and Harry a run for their money thanks to some simple but attention-grabbing competitions.

Winner takes all

L'Occitane Survival Kit

 

The trends from Twitter show that competitions, when done right, can garner a huge percentage of the social media space without needing a visit from One Direction.

On the day that L’Occitane launched its Fashion Week Survival Kit their Twitter account hit the top spot in terms of mentions (after the @londonfashionwk account), beating all the brands that were showcasing their latest designs that day – the cost of the survival kit? Around £100.

When we look at the most popular tweets during LFW itself, the top three tweets were, surprise surprise from Burberry (two were pics of Harry), but the next most popular were again for the Survival Kit.

 

Two other competitions hit the mark – the chance to win a special edition Nokia Lumia phone that was produced in collaboration with designer Fyodor Golan and Accessorize’s win a FROW-worthy rucksack. Accessorize’s rucksack was customised but the original costs a mere £35.

Accessorize's f'row worthy bag2      Nokia Lumia FG #LFW

What’s more, when it comes to hashtags #win and #competition made it into the top ten as did #nokiafg  – the others were for the most part variations of #londonfashionweek and #LFW etc.

Slow and steady wins the race, as they say

Interestingly, while the hype of Harry died down pretty quickly after the Burberry show, the competitions continued to grab people’s attention throughout LFW and beyond. In fact, these tweets ended up more popular than the shots of Harry overall.

So, while this is just a small snapshot of people’s interest over London Fashion Week, it does demonstrate the power of sharing the right message with the right people at the right time. And the good news is, is that it clearly doesn’t have to break the bank (unlike some of the designer outfits at the show!).

Be Sociable, Share!

    Comment (1)

    • Alex Ber

      Hi! Would you mind if I share your blog with my twitter group? There's a lot of folks that I think would really enjoy your content. Please let me know. Cheers
      Alex Ber http://utoronto.academia.edu/Sep 23, 2014 01:54 pm

    • London Fashion Week: The draw of the competition | Sizzlin Socialite SEO Market

      [...] We’ve all heard how Burberry and Harry Styles ruled the social media world over London Fashion Week last week. But if you dig a little deeper, there is another clear winner – the competitions. Using Brandwatch we monitored the social … Continue reading… [...]Feb 28, 2014 01:29 pm

     
    Please note: the opinions expressed in this post represent the views of the individual, not necessarily those of iCrossing.

    Post a comment

    SUBSCRIBE