CASE STUDY: How Digital Fashion Week Singapore 2012 went exclusively online

Background
Digital Fashion Week Singapore 2012 wanted to offer a unique take on fashion week, by live-streaming the event entirely online and offering designer outfits for pre-order straight off the catwalk.

Aim
DFW wanted to create awareness for Singaporean fashion designers and promote the entire event online by driving social-media engagement, conversations and adoption to increase live viewership.

Execution
Arcade developed DFW’s Google+ page and YouTube channel, which were closely integrated with the existing DFW digital platforms, including Facebook, Twitter and Instagram, for the promotion of the event.

DFW invited fashion icons Patricia Field and Guo Pei, as wel as supermodels Sophie Sumner and Andrej Pejic, to appear on DFW’s Google+ channel.

Arcade also developed 10 Google+ Hangouts On Air during the Fashion Week to connect a panel of regional bloggers to the celebrities and designers for interviews, hosted by the popular fashion bloggers and stylists Yvette King and Rana Wehbe-Flinter.

Fashion fans could win a chance to participate in the Google+ Hangouts with their favourite fashion celebrities through two contests.

Results
The three-day event (20 to 22 October) gathered seven designers, 42 models, 450 fashion influencers, three celebrities and 15 bloggers.

DFW’s Google+ channel attracted 50,000 followers (in the two weeks prior to the event) and 21,000 viewers, along with 32,000 viewers on YouTube.

150 people participated in the contests to win the chance to join the Hangout with Patricia Field.