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LONDON FASHION WEEK

LFW ODE TO SOHO

BRIEF

Evolve LFW from a luxury trade show for the elite, into a global cultural event, and keep up with a demanding, connected digital consumer.


SOLUTION  

BBH developed a campaign named ‘Flying the Flag for British Fashion’, which included a hero film that promoted the news of LFW’s move to Soho. Optimised for social and shown exclusively on culturally relevant websites for 24 hours, the film was also shared with key influences. We amplified the campaign on Twitter and Instagram.

 

Campaign contributed to:

3884 million in global media value, +301% from previous season

£73 million in UK media value

2.5 million tweets (NY 1.6 million). 120,000 images added to #LWF and +500,000 mentions of #LFW