For Louis Vuitton’s 2012 Spring/Summer fashion show, we wanted to bring the fashion week to people around the world, not just the lucky few in Paris. And we wanted to extend the experience to the real world.
In order to do this, we offered new perspectives on the Louis Vuitton Fashion Show and the Paris Fashion Week.
During fashion week we invited 6 influencers to use Amble, Louis Vuitton’s travel app, to document the fashion week from their unique perspectives. Using the text, photo, video, and GPS functions in Amble, they recorded their experiences in Paris in the days leading up to the fashion show. On the microsite visitors could follow each influencer as they traveled around Paris.
Then, on October 5th, we broadcasted the fashion show live on the site and on Louis Vuitton’s Facebook page. The audience also watched a live Twitter feed from the influencers during the show. After the show, the influencers went behind the scenes to talk to celebrities and models to provide even more different perspectives.
In one month after the campaign launched Louis Vuitton gained 820,000 new fans on Facebook, with $0 media budget. A whole new audience was able to experience the Louis Vuitton Fashion show from their own perspective.
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