Wills India Fashion week (WIFW) is Asia’s largest fashion week attracting expert audiences from world over. Over the last few editions, this event lost its lustre to monotony, thereby limiting the audience to rich and famous. The uniqueness of WIFW was its reach to the millions of fashion enthusiasts. In order to restore inclusiveness and nobility, the PR team adopted innovative ways coupled with technology.

The core idea was simple: create an interactive platform providing visitors not only a chance to be a part of the fashion week, but also to be able to create and share their experience in real-time with friends, families and their social communities across the globe.

RFID enabled, #WillsFashionTag campaign was about sharing moods, cheering favourite designers, capturing and sharing moments through selfies, in real time across multiple digital and social media platforms. The number of people who viewed such posts, engaged with them, shared them and interacted with the Wills Lifestyle Facebook, Twitter and G+ accounts, besides the website was noted.

PR entry for Lions is appropriate as WIFW highlighted the power of PR in taking fashion to masses turning each attendee into an ambassador for the brand. Inclusive participation and engagement by the commoner resonated WIFW beyond the confines of the arena. PR team worked hard to seamlessly combine fashion and technology to set a new international benchmark towards conduct of fashion weeks. Leading publications of India covered this event on their front page stories captioning Innovation.

PR team set up #WillsFashionTag RFID zones at WIFW to ensure flawless execution and communication over the 5 day event. The complete audience, including media, of the fashion week were approached and encouraged by the PR team to register. The attractive wrist bands with a unique number were handed out to all the visitors. These bands were configured with their Facebook/Twitter accounts.

RFID Zones picked up traffic of the visitors as the selfies became a hit at the event. Every registration booth saw members taking selfies, cheering for favourite designer, sharing fun emotions, their moods and updates simultaneously across multiple news feeds #WillsFashionTag became a trend-setter during the fashion week attracting media attention and coverage in not just print and digital version, but also large number of online conversations.

#WillsFashionTag was revolutionary and PR team managed to very successfully accomplish the key messages across press platforms in India.

The #WillsFashionTag campaign helped in successfully engaging customers in conversations online and thereby achieving the larger goal of taking fashion to every enthusiast out there who was not part of the fashion week. In literal terms, #WillsFashionTag ensured that fashion was not confined to the runways solely, thus returning the lost “COOL” quotient back to the property.

#Willsfashiontag Campagin reached 9.28M people generating $2.11M PR Value based on $16K investment made in the campaign

- Over 75 positive Press clips

-In a span of five days, over 2000+ fashion tags were registered

- 2000+ registrations empowered over 4.1 million impressions across Facebook & Twitter

-5000+ conversations were made and 2000+ photos uploaded on Facebook & Twitter.