THE CHALLENGE
Develop a social program to promote Avenue’s first ever plus-size Fashion’s Night Out event on September 8, 2011 at the 3rd avenue NYC location. Set the brand perception as a fashion forward retailor catering to plus-size women looking for stylish clothing that fits them. Cut through the wall of chatter circling high-end FNO events and make Avenue stand out as well as going up against leading plus-size retailer Lane Bryant.
THE SOLUTION
- Develop a blogger ambassador program and social media strategy for promotion leading up to, during and post the Avenue FNO event.
- Secure seven leading plus-size fashion bloggers to talk about and attend the event.
- Send a broad outreach to over 200+ plus-size fashion blogs, notifying them and their readers to the event.
THE RESULT
- Six out of seven plus size fashion bloggers attended the event and were given personal meet-and-greets with Avenue’s Celebrity Stylist Jacqui Stafford as well as Brooke Elliot star of Lifetime’s Drop Dead Diva.
- Each blogger was also given a gift bag that included many of Avenue’s newest items for winter as well as a $100 gift card and coupon for a free pair of denim.
- Secured an exclusive giveaway offering the FNO gift bag in conjunction with Skorch Magazine/The Life & Style of Jessica Kane
- The bloggers each live Tweeted from the event using #AvenueFNO, and snapped photos sharing them via both Instagram and Twitter.
- The blogger feedback helped to spark positive sentiment for Avenue as a forward thinking fashion retailer who caters to their core target’s tastes, reaching a younger, hipper generation and garnering over 10k editorial impressions
