UNIQLO x Orla Kiely Google+ Hangout

Dec. 19, 2013 | by jo-ann.fortune

Among the firsts for iCrossing in 2013 was the collaborative effort between the Content & Community, SEO and Media teams to organise and amplify a Google+ Hangout with designer Orla Kiely for UNIQLO UK, which has without doubt secured its place on the year’s list of highlights.

Celebrating the launch of the UNIQLO x Orla Kiely: HEATTECH collection, for which the Irish designer created a selection of brand new patterns, the October event connected the fashion icon with blogger and customer fans through branded UNIQLO channels.

Hangout Image 1

The event took place in Orla Kiely’s Clapham home and saw her interviewed by fashion blogger and Orla super-fan Carrie Harwood, with five other influential bloggers invited to ask questions using the Google+ Hangout video technology.

Opening up the conversation to UNIQLO and Orla’s customer base, the Hangout was streamed live on Google+ and YouTube, with fans also encouraged to submit questions via social media.

To help build online buzz in the lead-up to the event, iCrossing commissioned illustrator Emma Block – a big fan of Orla’s work – to create a bespoke graphic, which was used with news about the event on sites such as Telegraph.co.uk and Cosmopolitan.co.uk as well as across the fashion blogging network.

Hangout image 2 (2)

Indeed the event became the subject of over 30 online articles, which included aforementioned high-profile pieces, coverage by blogger attendees and natural posts from those not directly involved in the campaign.

A hot topic of conversation on social channels, engagement calculated through Facebook, Pinterest and Instagram actions, YouTube views and a resulting increase in Google+ followers totalled 20.4k and social reach 332k, according to Brandwatch insights.

“The feedback we’ve had on the Orla Kiely Google+ Hangout has been great – from our customers on social to buzz in the office” said Alice Frost, European Digital and CRM Manager at UNIQLO UK.

“The event received a lot of coverage on national fashion sites and blogs and UNIQLO and Orla fans alike have been very positive about the live Hangout and the on-demand video. The campaign has helped us to increase our reach within relevant networks, the results of which have contributed to the impressive revenue the collection has driven.”

Having created a highlights edit from the event (above), our integrated media and outreach strategy was tied up by the implementation of display activity and paid search targeting to capitalise on increased online awareness. We also offered Irish bloggers the chance to review items from the range to help promote UNIQLO’s recent expansion to accommodate shipping to the Republic.

This was an exciting collaborative campaign that captured the imagination of the whole team and it’s this type of user-centric activity that has helped iCrossing achieve a 26% increase in year-on-year natural search revenue for UNIQLO, based on January to November figures. Bring on 2014!

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    Comment (1)

    • Tim Aldiss

      Very cool. Good work. Great use of technologyDec 19, 2013 07:50 pm

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

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