Westfield, Australia's largest retail landlord, launched Australia's first online shopping mall: westfield.com.au. (WOL) The objective was to position WOL as the home of premium fashion, and to encourage fashion savvy consumers to shop via an online mall rather than direct with the brands they desire, thereby increasing sales by 20%.The strategy was to drive consumers onto the website and experience the breadth and premium nature of the retailer offering. Social media was identified as a key platform to increase talkability. Credibility and fashion positioning was achieved solely through PR and the securing of a high profile fashion ambassador.The execution flipped fashion on its head enabling the consumer to create the content for Style Stream - the world's first consumer-generated live fashion show.Rachel Zoe was engaged as ambassador to launch the event driving meaningful media, PR and online interest via bloggers.Style Stream enabled consumers to engage with WOL, navigate the store, style an outfit and watch their chosen model walk the runway - all within minutes. The consumer was credited as the stylist, and their look instantly posted to YouTube and Facebook, encouraging sharing, further reach and purchase.With no spend ATL, the PR promotion was highly successful in securing extensive coverage on mainstream TV, newspapers, radio and online. The opening-night's live web-broadcast press conference offered 20 fashion bloggers a unique opportunity to ask Rachel Zoe questions from their fan base, further extending the reach. PR drove financial results: visitors to the site increased by over 1,100% versus a target of 40%. 43,000 shares on Facebook were achieved and sales increased by over 400%.

Style Stream, a fully interactive consumer generated runway show, streamed live and exclusively on Westfield.com.au for 4 hours a day over 3 consecutive days.

Consumers could navigate the online store, style an outfit and watch their model make their way down the runway in real time within 15 minutes of submitting their look, therefore becoming the stylist.

A fully integrated PR plan launched 10 days out with each of the key media being offered a different 'Rachel Zoe exclusive', culminating in a live broadcast press conference exclusively for fashion bloggers in which each could ask a question on behalf of their followers.Successful consumers were notified via email when their outfit was to grace the runway and sent a YouTube link of the look that promoted sharing within their social network. The most 'liked' entries became finalists in the competition to win a trip to LA to meet Rachel Zoe.

The campaign delivered outstanding results and significant increases in both traffic and sales were recorded:Objective: Increase weekly site traffic by 40%.Results: Traffic increased by 1,100%.

Objective: Increase sales by 20%.Result: Sales increased by over 400%; value increased by 47%.

Objective: Position Westfield.com.au as the home of premium Australian fashion online;Result: Over 50 media stories associated WOL with premium fashion, Rachel Zoe offered credibility to fashion bloggers; Designer retailers have subsequently been signed onto the site, Eg Zimmerman.Objective: Significantly raise awareness of the websiteResult: 43,244 Shares on Facebook; 35,156 likes on Facebook; trended top 5 on Twitter #styleStream and #rachelzoe.Objective: Maximise consumer engagement and drive talkability.Result: 10,143 looks submitted, 1,000 looks sent down the runway; average of 4.3 minutes spent onsite; the platform was embraced globally with participation polled in Australia, Singapore, Malaysia, Germany, Slovakia, Canada, UK, USA and New Zealand.