To make WIFW, create a substantial buzz on online space, we strategically chose a 360 degree integrated campaign, as we wanted to exploit all the horizons of the digital space.
'The Great WIFW Fan' Facebook Contest
This contest aimed to celebrate the rich legacy of WIFW. We created a Facebook app for this contest, in which fans were asked questions about the past seasons and history of WIFW.
The winners received passes to experience the WIFW live and also received gift hampers from Fiama Di Wills . They were invited to an exclusive ‘Facebok Fan Party’ at the event venue. This amplified interaction about the fashion event on facebook .
The shows of WIFW could be watched live on the Wills Lifestyle website, official facebook page and also on mobile.
Images and videos of the fashion event were regularly posted on the Wills Lifestyle official facebook page to create the buzz . A special WIFW tab was also created on Facebook with the schedule, updates and other information about the event.
WIFW remained the Talk of the Town with the live coverage of all the shows of the event.
Neha Dhupia , the official twitter face of WIFW interacted with the Wills Lifestyle twitter fans, answering their questions and interacting with them about WIFW, fashion and lifestyle.