Influencing Far Beyond Social Media
THE
CHALLENGE
Some of the most cutting edge trends emerge on the streets of New York and Los Angeles. Michael Kors knew that fashion influencers were incorporating Michael Kors leather pieces into their outfits. How to amplify this trend, beyond posting on social media? Tactically speaking, how to illustrate to younger consumers that Michael Kors pieces are classics that can be mixed and matched with trendier pieces?
THE
APPROACH
Michael Kors partnered with the actresses and influencers Hailey Steinfeld, Nina Agdal, Soo Joo Park, and Solange Knowles to curate looks that incorporated Michael Kors leather goods. These women headed to downtown Los Angeles and Manhattan and recorded video of themselves treating the avenues like runways.
Electric Enjin created a platform that hosted the influencers’ photos, videos, and outfit compilations. The same platform invited consumers to #ShowUsYourWalk and submit their own “street style” photos. The platform wasn’t just immersive and beautiful: it was shoppable. Once consumers were awed by the digital experience, e-commerce features were knitted into the platform to make it easy for customers to shop these looks without leaving the page.
THE
RESULTS
- 137 million Impressions across Michael Kors social media
- 21 million Traffic generated from influencer partners
- 40% Traffic to the “The Walk” campaign site came from younger Instagram users
