Supporting the first digital fashion week with DKNY, Tommy Hilfiger & others.

During the global Covid lockdown, leading fashion worldwide were wondering what their next move would be. Events such as esteemed fashion weeks were rendered impossible due to social distancing guidelines, and buyers were less interested in purchasing items they couldn’t show their friends for the same reasons. They needed a new outlet in 2022. Fortunately, an opportunity presented itself.

New technology, no assets, no time

Zuckerberg rename Facebook as Meta, metaverse projects were emerging in an attempt to normalise a technology that lay largely dormant since the news cycles of 2009.

But as the technology was immature, and the teams leading such projects were in their infancy, there was a lack of coherent leadership or creative power to bring the marketing materials together in a meaningful way in time.

We were introduced to the project at a time where global luxury brands were ready for their representation in a Metaverse Fashion Week, but there were no production-ready materials available to promote the event. Worse, the teams and talent recruited to create such materials found themselves out of their depth, unable to produce world-class materials given the platform technical constraints and their inexperience negotiating such waters.

When we took on the project, we got to work on a strategy that would enable the teams to unify around a single action plan — something they had been unable to do until then. The strategy captured the voice of their target market, aligning focus around what visitors wanted to hear, rather than what brands wanted to say. This was instrumental in ensuring the production rollout would be effective.

We produced every graphic and clothing mock, thanks to our diverse and comprehensive edutainment creative skillset. Character models were designed to represent eventual final in-world models, and clothes were not only rendered onto these models, but also expressed as “digital twins” of real-life models, amplifying the narrative-of-the-moment: how can you express yourself fully online when you’re stuck indoors.

This was all accompanied by the copywriting, visual design and web development needed to assemble a strong, focused, visually compelling conversion-optimized onboarding experience for fashion enthusiasts that had never set foot in a “metaverse” before.

“We’ve got a 43% conversion rate, we haven’t even started paid media yet”

The reported results were a huge success for the teams involved. Solution-unaware traffic was converting at 43% as a result of experiencing just one campaign experience, with no prior exposure to the concept.

Huge sums of digital clothing sold. Lockdown was a wild time in many of our lives, but fortunately, new experiences emerged from the craziness, despite overwhelming challenges.