Last year marked more than any other a move of marketing and PR toward social media. With Fashion Week taking over the entire city, it's hard to turn a corner in New York now without bumping into a social media "expert," a blogger, Tweeter or YouTuber. As more and more fashion brands direct their ad money away from print spreads toward digital campaigns, many industry watchers are taking note of who floated to the top and who failed miserably.
Last year the New York Times dubbed Burberry the leader of the pack. Their microsite, The Art of the Trench, began when they roped in online influencer Scott Schuman, creator of the amazing Sartorialist Blog to photograph people wearing its iconic slicker. Then users submitted their own posts, and could comment and approve on others, resulting in millions of pictures views. It was a mini Satorialist site, a trusted underground name co-opted by social marketing, all geared toward the traditional British brand. The stakes had been set, now who would follow suit?
Style Coalition and ideeli, in partnership with Lucky Magazine announced the Fashion 2.0 Social Media awards this fashion season, to recognize some of the more clever campaigns in a special reception at the W Hotel, New York City. The nominees were chosen by a panel of industry influencers, and awards were, of course, chosen by the people, with over 10,000 online users ringing in their votes. Inside the packed room, executives from Donna Karen, Kate Spade, and Coach were on hand to receive awards. FourSquare was awared an Innovator award. When we were at the tents today, a mere thirteen users had checked into Bryant Park on FourSquare. Only time will tell what the landscape looks like come next Fashion week.
And the complete winners are:
· Best Online Video: Chanel, Coco In Motion
· Best Twitter – Donna Karan, @DKNY
· Best Facebook Page: Coach
· Best Blog: Free People
· Best Website: Kate Spade
· Next Big Thing: FourSquare
· Top Innovator: Burberry
Check out the winning campaigns and let us know what you think. This author is reachable on Twitter.