MVFW

DKNY, Tommy Hilfiger, and other fashion brands were preparing for the first Metaverse Fashion Week. Many of the people they wanted to reach had never set foot in a virtual world.

When we joined, the promotional materials weren’t ready. Unfamiliar technology and platform constraints were holding up production, with little time left before launch. We had to bring the teams around one plan, make the missing creative, and help newcomers understand what was waiting for them.

Start with the invitation

We developed a strategy around the audience’s questions: what could they do at the event, how would it work, and what might they enjoy about digital fashion? That gave the teams an agreed message and a list of materials to produce. It also gave the campaign something more inviting to talk about than the technology alone.

Show people what they could wear

We produced campaign graphics, character models, and clothing mockups to make the virtual fashion experience visible. The characters represented the intended in-world models. We showed clothing on them and as digital counterparts to real-world outfits, connecting the unfamiliar setting with the familiar pleasure of choosing what to wear. Visitors could see how their personal style might translate into that world before entering it.

Build the way in

We wrote, designed, and developed the campaign and onboarding experience. The page introduced the event, showed the characters and clothing, and guided visitors towards taking part. It had to work for a fashion enthusiast encountering a metaverse event for the first time.

43% conversion before paid media began

The business development manager reported a 43% conversion rate for the campaign experience before paid promotion had started.

The creative was ready for launch

We delivered the strategy, graphics, character and clothing visuals, copy, design, and development needed for the campaign. The event could be introduced through its fashion and characters, with a route for newcomers to join.