WIFW AW’13 - Creating Buzz about WIFW AW’13 on Digital Space

Wills Lifestyle is the official sponsor of Asia’s grandest fashion event; Wills Lifestyle India Fashion Week. We being the online agency of the Brand, were asked to create a buzz which resonates to a wider periphery and creates massive interaction on Digital Space, for this mega event.

While a privileged few get a chance to actually experience this fashion extravaganza live, Wills Lifestyle wanted fashion enthusiasts across the world to feel the exuberance & excitement of WIFW AW’13.

Idea & Execution

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 .

Live streaming
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.

Live tweeting
WIFW remained the Talk of the Town with the live coverage of all the shows of the event.

Twitter party
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.


  • Wills Lifestyle facebook page got 23,225 new fans
  • Total reach went upto 40,23,116. Talking about for the event was 46,654 on facebook
  • Twitter page of Wills Lifestyle got 118 new followers
  • Total Participation in ‘The Great WIFW Fan’ contest was 830
  • Live streaming page received 5808 views with the average visit duration of 6 min. 43 sec.

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