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After months of back and forth with your CEO and persuading them it’s time to bring your outdated website into the 21st century, the project has finally been signed off. You’re eager to get going, so you spend some time clarifying what you want and then send out your brief to a list of potential web development teams. You get a stack of proposals back but are left scratching your head how to decide who would be the best fit for your project.

Below is a list of what to look out for when choosing a reliable, high-end web development team and be confident that they will create you a website to be proud of.

A stickler for detail

During the research, design and build stages the devil is in the detail. As such, a team with great communication is necessary. Find someone who asks questions and strives to understand your vision and what you are trying to achieve as the better their understanding is, the smoother the project will be.

For our most recent build, our client Morgan Dairy required some complicated functionality, namely a delivery postcode checker and a product ordering form. We had to ensure that each of these were working exactly as expected which we achieved by sending prototypes for them to test and confirm it was what they envisioned.

Astute

Before choosing a development team, try to establish how astute they are. Do they show an ability to accurately assess situations and projects? Are they saying no to everything you are suggesting? Or maybe they say yes to everything? The truth is, it’s not possible to create an all singing all dancing website, within record speed timing and at an insanely low price. Anyone who says it is, likely doesn’t understand the project or is just trying to get their hands on your hard-earned money. As such, it’s always worth using your own common sense to think whether they will be able to deliver on exactly what they’ve promised. If it sounds too good to be true, it probably is.

One such client that we were keen to help was Helen and Douglas charity whom we created two bespoke stages for their project timeline. The first being a website with events booking, custom campaign pages, a blog and more. The second being the website with donation functionality. This helped to ensure that realistic expectations were set at the start of the project and that a polished, quality product was delivered.

An eye for design

A crucial element when deciding between web development teams is to ensure they have a keen eye for design. The best way to ensure this is to go through their previous design work with a fine-toothed comb. If they can demonstrate skill and provide insight into the type of work you can expect from them, you’re off to a good start.

One such project where we were keen to ensure that the latest in design patterns were utilized was with our client Patientory. We implemented a clean, modern design with appropriately placed user interactions for an added element of fun ensuring to stay on brand and engage the potential clients.

Coding skills

As a client, these ones can be slightly harder to foresee but you can generally get an idea by looking at the existing portfolio. Alternatively, you could ask them about the technology stack they’ll be using and why they use it. You could even get in touch with some of their previous clients to help form your opinion on this.  Generally, if their portfolio examples websites work as you would expect them to, you should be in good hands

Willingness to learn

Does the web development team show a willingness to learn and try new things? Are they suggesting adding exciting features to your site, or maybe that it would be a great time to implement new cutting-edge technology? If so, it’s likely you have a team of passionate web developers on your hands who will strive to create you a website to be proud of.

If you would like to talk to our Studio team about website design or build, then please get in touch with a member of our award-winning team today. We’d love to start bringing your idea to life.

Website development – what to look out for

Believe it or not, some of us are old enough to remember when the hashtag was a rather innocuous button on your keypad, reserved only for early internet users and developers, who used the symbol to label groups and topics. When Chris Messina tweeted to suggest that the platform introduce the hashtag to group topics and conversations, little did he know he was launching a cultural phenomenon.

Hashtags make your content more discoverable, but is your brand using them correctly? Regulations and techniques vary across Facebook, Instagram and Twitter; here is our quick guide on how to use hashtags most effectively.

Twitter

With its 280-character limit per tweet, every character counts when posting on Twitter. The great thing about twitter is that any word can be discoverable from the search bar even if it is hashtagged or not.

Twitter - London Trends - The PHA Group

Nonetheless, hashtags are still a useful tool to use when tweeting, but in most instances, one or two hashtags per tweet is more than enough. Make those hashtags the theme of what you are tweeting about, such as the example above of #NationalCroissantDay. Creating light-hearted content that is relevant to your business will generate a wider audience reach; #WorldCroissantDay would be great for a bakery business for example. It can be tempting to join in on all trending topics, but it is best to keep your content on-brand, as you don’t want your followers to become confused. There are many micro-holidays throughout the year that often trend on Twitter, there is bound to be at least one that is relevant to your industry. You can find out about any upcoming dates using calendar websites such as Days of the Year. As well as keeping an eye on upcoming holidays, check the trending hashtags on Twitter’s homepage daily.

There can be times of the year where it can be difficult to find relevant topics, but there are daily themed hashtags that you could consider using:

#MondayMotivation

#TravelTuesday

#WednesdayWisdom

#ThrowbackThursday

#FridayFeeling

#SelfieSunday

These hashtags trend week-on-week so if you have a post ready in your content plan that is scheduled for Tuesday, consider rescheduling for #WednesdayWisdom. Hashtags such as these are broad and can be used for a variety of subjects.

Instagram

We can all agree that Instagram is the ‘vainest’ of all of the platforms, which means maximum engagement is always the goal with every Instagram post. Instagram allows up to thirty hashtags to be included in one post, but using the maximum amount is not always necessary. A handful of well-chosen hashtags can work just as well.

Choosing which hashtags to include in your posts can be daunting as there are so many options, but you should always keep the tags relevant. For example, although #fashion has over six-hundred-million posts on Instagram, if you are a chocolate brand it’s best you stick to #chocolatelover hashtags instead.

There are many websites that can source hashtags for you such as http://best-hashtags.com. Type in a subject matter and the website suggests a selection of relevant tags for you to simply copy and paste.

Another way to source hashtags is to look at your competitors and see what hashtags they are using. This will tell you what your target audience is searching for. There is also the old-fashioned manual search. Instagram’s search tab will tell you how many times a hashtag has been used, which will indicate if it is worthwhile using in your post. Search a relevant word to your business and a drop-down list of options that include the word you searched for will appear.

Although it may seem a good idea to choose hashtags that are the most popular on Instagram such as #love, a tag that can almost apply to anything, it is best to vary the hashtags you use. Pick some that are less popular with around 15,000 hashtag mentions and your post is more likely to be seen for longer. This is because when a ‘top hashtag’ is used, there are potentially hundreds of people tagging the same word as you are at the same time, which moves your post further down the page and therefore it is less likely to be seen. If you choose a more niche term your post will be discoverable for much longer and therefore have better reach instead of a short-lived burst of engagements.

After choosing your hashtags, you now need to decide where you are going to put them. As Instagram is all about aesthetics, we would recommend hiding them as much as possible.

Instead of including a hashtag in the middle of a caption, there are two options that look a lot sleeker:

  • Include the hashtags in the comments of your post. This way they will only be seen in the app when users actively select ‘View Comments’.
  • Include the hashtags in the copy (shown below). Instagram favours shorter copy overall which means if a long caption is included with a post only the first two lines of the caption appear. Users have to select ‘See More’ to view the entire caption. However, Instagram does not allow users to include line breaks. An easy way to get around this is to include a character of some sort, a full stop is the most popular option, on 5 of the lines.

Smile train instagram post - The PHA Group

We have tested both methods across different clients and have noticed no difference in engagement. It is purely preference for each individual.

Facebook

Facebook introduced hashtags in 2013, which is surprising considering they are still rarely used. There is even research to suggest that posts that include hashtags get less engagement compared to those without hashtags. Facebook started as a community for friends which contribute to why hashtags don’t translate well on this platform. Facebook is a more authentic and honest platform compared to Instagram, which can cause an audience to lose interest and trust if a brand floods their posts with hashtags. They simply don’t want to interact with the post when #every other #word is a #hashtag. Distracting, isn’t it?

Another reason hashtags don’t work on Facebook is because often brands cross-post from Twitter and Instagram to Facebook, which exposes a brand to be, essentially, lazy. If you are not making original content for each platform, your audience will often choose to not interact with your content. Tones vary across platforms and therefore every brand should be taking the time to tailor what they post. It’s a time-consuming process but with much better results.

There are certain circumstances where hashtags can work well for engagement and reach on Facebook such as competitions. Starting your post with ‘#WIN’ will ensure more entries as users who often enter competitions will search for this tag. However, if you want your competition to grow your audience authentically and engage with users who are in line with your target consumer, this may not be the right technique. People who are not interested in your brand will now be entering purely because there is something free up for grabs.

Despite all the negativity around using hashtags in Facebook posts, it’s not a complete faux pas. One hashtag in a post, two at a maximum, would not be detrimental to your post. Perhaps steer clear from including the hashtag in the middle of the sentence and instead include the hashtag at the end of a post to enclose the overriding theme of the post.

National Casino Forum status - The PHA Group

In conclusion, the world of hashtags may seem a minefield, one thing is for sure – it is always wise to stay relevant to what you are posting. You should also remember to choose quality over quantity when it comes to hashtags; one or two is more than enough for Twitter and Facebook. Instagram is the only platform where it is wise to use a handful but be considerate to how these affect the aesthetics of your post. Overall, there are many trending hashtags that you can jump on as a brand that are within your field as well as broader hashtags that will allow you to reach a wider audience.

Here at PHA Social we pride ourselves on keeping up-to-date with social media trends and we are experts in a wide range of areas. We are able to give insight to our clients and save them the leg work of having to source their own strategy. If you would like to hear more, contact us.

How to make the most of #hashtags

Social media plays an integral part in contributing to your online reputation. It is often the first stop for consumers looking to learn more about a brand or individual. Your company and personal pages are therefore of utmost importance, and should be consistent in terms of their tone of voice, brand messaging and visual identity. It is also crucial to consider who your existing audience is, and what content resonates with them. Analysing these patterns and details is central to ensuring your social media channels are performing at their peak and are optimised for current trends and best practice.

Social Media Audit

Similarly, you may be concerned about your company’s share of voice. Maybe you’ve begun to optimise your channels and content already? Or you want to know how effective your content is, not just to engage with your followers, but in the wider world of social media, including comparisons with your competitors. Social Listening tools provide valuable insight allowing a brand to consider how they might increase their share of the market and grow both within their existing segment and into new demographics and groups. At PHA, we use our online monitoring tool, PHA Pulse, to do just this for you.

Our tools allow you to comprehensively measure both your channels individual success, and how your business measures up in the wider marketplace. This picture is built from a number of key metrics, such as share of voice, percentage of target audience engaged and overall reach.

 

Facebook Social Audit Fig.1: An example of a page’s demographic breakdown on Facebook.

 

Social audit

Audience: understanding your core audience is central to every brand and business. Understanding who follows you, likes or shares your posts on social media, , is an integral part of shaping conversation and increasing engagement and growth. Likewise, the demographic breakdown of your audience, and their interests, will inform the style and tone of your content.

A social audit provides detail informing when and what to post to your page, optimising for your audience. Once you understand your social insights, you can evaluate and adapt your strategy on an ongoing basis to keep you on top form.

Facebook Social Audit

Fig.2: The above is a demonstration of Facebook audience activity times and numbers, crucial information for informing content scheduling.

 

Content: the evaluation provided by a social audience helps shape your content strategy, developing content strands that speak to and engage your core audience. Developing content which works in harmony with your key follower’s requirements and interests can help increase engagement, whilst additional content strands and themes can target new segments to increase reach and share of voice in your industry.

Best practice: a good social audit will always provide a best practice guide for your brand’s individual channels and consumers. This will touch on everything from paid for campaigns, to emoji’s and hashtags. There are stark differences between each platform, so figuring out how to present your brand on each is of great importance.

Competitor analysis: keeping an eye on your competitors is always worthwhile, and the same process applies to social media. You may select certain pages to evaluate either due to recent appearance and growth in popularity, direct competition, or because of particular offerings they possess. The audit will analyse what techniques these competitors use, how their audience responds, and how it could be applied to your brand or business.

PHA Pulse

 Often, it can be easy to misinterpret the importance of social listening. Having refined your social media strategy with an audit, it is crucial that you possess the tools needed to monitor discussion around your brand in order to paint a picture of what content is working, strands that need to be refined, and overall perception of your company.

PHA Pulse, our in-house online monitoring platform, has the ability to monitor your brand across not just social media, but across the online spectrum, from news content through to blogs, forum discussions and video.

We analyse each entry to determine audience reach, sentiment and emotional rating, plus its impact, in the form of a visibility score.

Using the aforementioned metrics, we can track your online and social media performance alongside those of your biggest competitors and determine a share of voice. This unique metric drills deep into content, be it published press coverage or social media posts, and converts data into a digestible format.

What are the benefits of determining share of voice? Firstly, it lets you visualise your online influence in comparison to your rivals. Coupled with a social media audit, it allows us to track the performance of your rivals’ content, and monitor the topics, keywords and conversations that are most lucrative when it comes to generating audience interest and engagement. Moreover, by tracking share of voice over a prolonged period of time, we are able to determine what works best for your social channels, as well as charting the progress of your social influence growth.

What’s more, social listening tools possess the ability to go deeper than in-house social media channels when it comes to audience insights. Where Facebook, Twitter and Instagram can provide location insights, gender and age breakdowns, social listening goes one step further: PHA Pulse can determine the social reach of individuals, as well as provide aggregated topic data on social media users. From determining a particular audience’s perception to your brand and wider industry, to gaining insight into the other pages they follow and discussions they immerse themselves in, this data can paint a very detailed picture of your audience.

 

If you’re interested in learning more about PHA Pulse and social media audits, get in touch with us today to find out how we can help enhance your business or brand.

Social Media Audits and Social Listening

Can we be held accountable for our social media musings?

Will Tait

On the day of the 2016 Presidential election, Twitter was the largest source of breaking news worldwide, with 40 million election-related tweets sent before 10pm ET. Its significance in the outcome of that day cannot be underestimated either. Ever since Donald Trump announced his candidacy, the relationship of Twitter and Trump has become almost interdependent in the march towards the top of their respective fields.

For Trump, the social networking service became the window by which his followers could tap into his inner-dialogue. It allowed him to bypass a media that he realised early on would be hostile to him by setting up a direct line to potential voters.

It might therefore not come as a surprise to know that in early March, the National Archives and Records administration informed the White House that POTUS’s tweets do actually fall under the remit of the Presidential Records Act.

As part of a letter sent to the White House Staff, it concluded: “Many of the messages sent from [President Trump’s twitter] accounts are likely to be presidential records and therefore must be preserved. It has been reported, however, that President Trump has deleted tweets, and if those tweets were not archived it could pose a violation of the Presidential Records Act.”

So, while Trump can no longer hide behind his delete button, his previous tweets have kindly been preserved by websites looking to remind him of some of his most outspoken remarks. This might be the place to start for Trump when looking to review the potential damage, knowing that they will soon sit alongside the Gettysburg Address, the Bill of Rights and the Declaration of Independence in the National Archives.

Some highlights include:

In the context of Twitter, Donald Trump is by far its greatest success story. Seemingly unfaillible in the eyes of his adoring audience meanwhile baffling the rest of the world as to how he gets away with it. He goes from accusing previous presidents of wire-tapping him to attacking popular celebrities, such as Arnold Schwarznegger, in one afternoon. Operating entirely with impunity. It catapulted him to the most powerful position in the world.

For others however, twitter has become the architect by which they manafacture their own self-destruction. One ill thought out tweet, permanently etched into the world wide web stratosphere, can carry serious consequences.

Twitter Trump The PHA Group

Take Justine Sacco. A PR Executive who probably should’ve known better. Before boarding an 11 hour flight to South Africa she tweeted what she thought would be a hilarious tweet. Upon landing, she had become an international media sensation. Not however for the reasons she hoped.sacco

Justine’s tweet was deliberately controversial. This was her humour and the tweet by no means an aberration in form. The joke itself is playing on white ignorance. But when Justine was called before Twitter court, the judgement was severe. From a few hundred followers Justine was now at the centre of a public shaming. It cost the 30 year old her dream job, and she claims it destroyed her life.

sacco tweets

Alfie Barker, a non-league footballer, tweeted during a football match to fellow professional Harry Arter an incredibly offensive ‘joke’ about his daughter Renee who had been born stillborn on December 10, 2015.

The reaction to this tweet was understandably venemous. Barker received death threats. He was sacked from his club and his carpentry firm. The 18-year-old deleted the tweet and apologised but it was too late. He had ruined his life and everything he had worked for with one tweet. His career in football almost certainly over, he claims he is now too nervous to leave the house.

His apology too late to save his career or reputation.

Barker, for the record, suffers from  ADHD and autism. His parents claim he has always struggled to understand social constructs. He himself  stated  “I have no social skills. I have no filter between my mouth and my brain. I work every day and I have spent the whole day trying to understand why I did what I did.” Did Twitter stop to consider the roles these complex diseases might have played. That he had mixed his new medication with alcohol that evening while highly emotional. Barker’s parents who had long protected him could not save him from one lapse in judgement on Twitter. His sentence was exile.

At other times, it’s hard to have any sympathy. Corporations have struggled on Twitter ever since its inception. The reasons for this are complex. However, the reasons the Twitterverse was offended by Kenneth Cole’s tweet when protests in Egypt broke out certainly weren’t.

kenneth cole

kenneth cole2

Kenneth Cole has since removed the tweet and apologised. The damage to the brand will be irreversible however. Using a people’s struggle for freedom to promote a product isn’t good PR. Pepsi will tell you that better than anyone. Others persist however…

Lena Dunham, of Girls fame, is a proactive feminist. In the Twittersphere this makes you rather vulnerable to attacks. Frustratingly, these tweets, dug up from her timeline from years before, did the hard work for her detractors.

https://twitter.com/lenadunham/status/90660103879016448?lang=en

Dunham eventually left Twitter. “Jokes” like this damage a reputation that many feminists previously found inspirational. Racist undertones in a few tweets meant that a feminist position became increasingly weakened by the role of white privilege.

It just goes to show that if even media savvy celebrities or corporations with their PR departments and media lawyers can still make these mistakes, the potential for ordinary people to do so is vast. Amy Schumer too was vilified for a tweet defending Dunham.

amyschumer

Immediately deleted, but not forgotten. The fate of all of these tweets goes to show how pointless the exercise of archiving Trumps tweets will be. Twitter self-polices. Tweets are never really gone. Deleting tweets only serves as an admission of guilt and guilt attracts the Twitter court. People are more accountable for their tweets than they realise. With this in mind, those 140 characters are becoming increasingly dangerous, especially to the person using them.  Just ask Justine Sacco…

Think before you Tweet

The Rise of Influencer Advertising…

For the first time ever the FTC has personally reached out to influencers and celebrities to remind them of their duty to disclose their “material connection” with the brands of products promoted across their social media. So what does this mean for apps such as Instagram? 

***

“OMG loving the results of my brand new whitening toothpaste. I’ve been using it for weeks now and nothing works better. Get it here! #toothpaste #shopping #spon #ad”

Sound familiar?

There’s nothing new about brands using Instagram and their influencers to promote their products. Arguably, when done properly, it’s one of the most effective marketing tools in a brands arsenal.

I've been meaning to share these with you for ages as since I started taking them I've had so much more energy and been less lethargic so seems a good time when I'm recovering from my Disney half marathon! Their good seeds and fibre sachets are also incredible, I'm sprinkling them on all my salads! (To avoid confusion this is an #ad but for the record I genuinely having been using and trailing the products and mean what I say, plus I only work with brands I genuinely like.

Pick the right influencer with the perfect target audience and a brand can increase their sales exponentially; after all, what’s more powerful than someone you respect and trust not even just endorsing a product but emploring you to use it? It’s real time, you can see the ‘results’ and the implication is by using this product you can become more like your favourite actress/model/singer.

You’re just one protein shake/whitening toothpaste/detox tea away. Promise.

For the brands that were first on the scene this has been an incredibly successful tactic.

A study by TapInfluence found that social media influence marketing is 11 times more effective than banner ads. Add to that eMarketer’s findings that Instagram’s global mobile ad revenues are expected to close in on nearly $3 billion by 2017 and it’s easy to see how brands are on to a winner.

Read our guide on how to work with online influencers here! 

So far so good right?

Certain brands certainly seem to think so, jumping on the trend by giving influencers specialised discount codes to give to their followers, gifting them free product in return for a coveted space on their feed, and implementing Instagram takeovers. The sky’s the limit as far as this type of promotion goes and its fairly versatile too.

Even attempts by the FTC haven’t made much of an impact. The introduction of #spon and #ad tags as a call for more explicit disclosure from bloggers did little to dampen the enthusiasm for these brand – influencer relationships. More recently the FTC has reached out directly to influencers to remind them of their duty to clearly disclose their relationships to brands when promoting products on social media.

Whether this will do more to control unlabelled advertising remains to be seen. There is still no set way to label paid posts and it seems that this form of advertising has yet to reach its peak.

And yet, there’s a rumbling of discontent.

In all the excitement over rising sales and increased brand awareness something appears to have been overlooked. When you market directly to your customers, the reaction is pretty immediate too. And that reaction can change in an instant.

comments

Uhoh.

“You can never have too much of a good thing” so the saying goes, however the reactions above might well suggest otherwise.

Put it this way. Imagine your favourite health blogger endorses a spiralizer. They make an impassioned case for that piece of kitchen equipment. You also then see that same bit of equipment popping up in various posts as they continue to use it to create their recipes. Sure, you suspect they may have been given it for free but it seems like they’d have bought it anyway.

This feels genuine. You trust that blogger and you can see them using this product consistently. Furthermore, this is their area of expertise. It makes sense to buy it.

Now imagine the same blogger suddenly endorses a watch from a brand you haven’t heard of. Plus, they offer you a discount code. Interesting, perhaps? But then, what does this blogger know about watches? They’ve never expressed an interest before. You suspect they got this for free, but maybe that’s ok. It’s just the odd post in a sea of engaging content. After all, everyone likes a nice watch.

Finally imagine that this blogger suddenly endorses a watch, a detox tea and a whitening toothpaste all in the space of three days. Plus, they name drop a couple of clothing brands that they just ‘happen’ to be wearing. It seems quite obvious that these things have been given to them. There’s no passion behind the endorsement. You’ve never seen them use these things or wear these things before. It all feels a bit staged.Do you go out and buy those things? Probably not.

Do you remain an avid follower of an account that has become something akin to a shopping channel? Probably not.

Herein lies the problem. Not just for brands but for Instagram in general.

“Instagram is the home for visual storytelling for everyone from celebrities, newsrooms and brands, to teens, musicians and anyone with a creative passion.”

Instagram – about us statement

If Instagram at its conception was intended as a hub of creativity and storytelling as its mission statement claims, they’d better be wary of the rise in this undercover advertising. If our feeds become crowded with influencers pushing out brands for the sake of a pay out, you can bet that their audience will lose interest pretty quickly.

Scrolling through a feed full of repetitive #spon and #ad posts is boring at best and highly irritating at worst. You need only examine the comments on the feeds of the worst offenders to see that their audience is wise to what they are doing and not particularly pleased. In fact, they’re pretty irritated.

Somethings got to give but who knows what the breaking point will be. What is clear at this point is that Instagram is running the risk of becoming a glorified string of adverts with influencers posts, at times, barely distinguishable from their paid promotion slots.

It’s overkill, death by promotion and I’m doubtful that it can continue.

Now if you’ll excuse me I have some whitening toothpaste to order. #spon

instagram

The Walking Advert

Spring/Summer fashion week and Autumn/Winter fashion week are two  of the biggest events in the fashion and beauty industry calendar. With a plethora of celebrities and press attending the shows and parties, it is the perfect time of year to boost your brand’s profile and get noticed.

A common misconception is you have to be ‘in it to win it’, but in actual fact you don’t need to have a collection at the shows to get your brand talked about.

Fashion Week presents numerous opportunities for brands to get involved either on a small or big scale, through partnerships, gifting, social media campaigns and out of show partnerships. So don’t believe the Fashion Week season is just for the major brands, utilise it and get your brand noticed using the following avenues next year:

  1. Official partnerships

Showcase brands and Fashion Week organisers are always keen to explore partnerships for backstage activity, whether that is in the form of food, drinks, or beauty products.

Getting your brand backstage and into the hands of designers, models and VIPs can be a great way to increase brand exposure and get people talking. In addition, VIP celebrities are often inclined to share anything fun or quirky on social media, which can act as additional exposure for your brand.

London Fashion Week Partnership

Pure Package @ LFW

Example: We arranged for The Pure Package to associate with London Fashion Week and supply food – both backstage and front-of-house – for an array of high profile shows at London Fashion Week such as Mulberry, Alice Temperley, Matthew Williamson, Julien Macdonald, Mark Fast and Mary Katrantzou. We also arranged for The Pure Package to submit material into the front-row goody bags which went out to VIPS and celebrities, providing an excellent opportunity for raising brand awareness and targeting a new audience. From this we secured coverage which appeared in publications including Harper’s Bazaar, Cosmopolitan, OK! and YOU Magazine.

  1. Gifting

Fashion Week is a magnet for all types of influencers, from journalists, to celebrities and bloggers. These influencers regularly publicise their experiences at Fashion Week using social media and across their blogs. Therefore being able to get your product into the hands of these influencers could be a hugely beneficial for your brand.

You can do this through numerous avenues, but an effective way for a fashion brand to get its products in the right hands is to work with its audience’s key influencers and journalists and gift them product from your collection to wear to the shows in exchange for an Instagram post. Influencers do what they say on the tin, ‘influence’, and therefore having your product on the right person can lead it to sell out within seconds.

Example: We gifted key journalists and bloggers an item of clothing from our fashion client, Hervia, to wear to London Fashion Week, in exchange for an Instagram post. This included Fashion Editor of Sunday Times Style, Flossie Saunders and popular blogger, Polishing Colours.

This led to Hervia being featured in The Sunday Times Style on numerous occasions, one of their key publications, in addition the top gifted to the journalist Flossie, sold out.

Final day of LFW. Thank you @smartcaruk for the

 

  1. Instagram Takeovers

Instagram is such an important social media tool at Fashion Week, and as a brand you can take things to the next level by carrying out an Instagram takeover campaign. This can work particularly well if you are not attending the shows, as you can give your followers an exciting glimpse into the world of Fashion Week, alongside presenting yourself as a credible and engaging brand. By working with fashion journalists and bloggers and asking them to pre-promote the show on their personal channels, you can gain interest from their followers who may have not engaged with your brand before, alongside producing exciting and different content for your existing followers.

Example: We arranged for Hervia to carry out an ‘Instagram’ takeover with two key fashion journalists over the course of Fashion Week. We worked with YOU magazine and TEETH magazine to provide street style shots, front row action and top picks for the Hervia Instagram channel. The fashion editor of TEETH, Camilla Sverdrup-Thygeson’s posts received nearly 3000 likes and increased followers on the Hervia Instagram.

How great is this custom handpainted leather jacket

Layered up for a grey second day at #LFW ☔️ #LondonFashionWeek (

 

  1. Outside of the shows

Partnerships at Fashion Week don’t have to remain backstage or at the shows themselves. The hub of London Fashion Week is now based in Soho Square and therefore the whole of Soho is buzzing with opportunities away from the catwalk. At Fashion Week you are guaranteed a high footfall of fashionistas, journalists and the general public who are out in force at Fashion Week, it therefore offers a perfect opportunity to engage these influencers with your brand. This can include sampling (a cold drink is gratefully received when rushing between shows), setting up a stand in Soho Square to hand out goodies, providing pop-up blow dry bars and offering rooms for VIP influencers to stay overnight.

Example:  Advertising opportunities are limited at Fashion Week, yet the footfall is massive. Therefore, what better way to get your brand visually out there, alongside providing a service, than branding a taxi?! Make-up brand MAC capitalised on the fact that beauty journalists need to get from show A to show B and they have little time to do it. As well as making the streets look stylish with their bright look, MAC taxis provided a VIP service chaffering the FROW members around.

MAC London Fashion Week

Credit: Verifone – MAC Taxi

  1. Social buzz

If you can’t get physically involved in Fashion Week, fear not, there are ample opportunities for you to tap into the buzz remotely on social. Re-gram street style, choose your top picks from the shows and explore competition opportunities.

Example: Snog Frozen yoghurt capitalised on Fashion Week by running a social media campaign competition playing on the commonly used hashtag #StreetStyle and changed it to #SnogStyle.  Snog encouraged entrants to snap their most stylish Snog pot with a chance of winning Snog vouchers and treats.

Snog London Fashion Week

Snog Facebook Competition

Using Fashion Week to Get Noticed