Cannes Lions

FENTY x PUMA @ Paris Fashion Week

INDIGO, New York / PUMA / 2017

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Overview

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Credits

Overview

Description

An industry-first social broadcast of a live fashion runway show at a HD quality never-before-seen, supported by an extensive social tease campaign and real time engagement during the show.

Both Facebook Live and Instagram Live were used to simultaneously stream live from the runway show and from backstage, giving millions of Rihanna and PUMA fans an ultra exclusive peek into the fun and games behind the scenes at Paris Fashion Week.

Execution

We teased the event a week out with a social content series introducing the ‘Fenty University’ theme of the actual runway show, strategically targeting the F 18-25 demographic within our brand communities and paid-for lookalike audiences.

Working with Rihanna and her team, we then placed timely messaging in the lead up and used her owned channels to promote live footage before, during and after the actual runway show.

In order to produce the type of ultra HD visual and audio quality we wanted, we worked directly with Facebook’s developers to temporarily allow us to stream simultaneously on both Facebook Live and Instagram Live

We partnered with a world-class production studio and had 5 HD cameras and roving DPs moving throughout the venue, giving an exciting VIP view to every viewer. Our control center edited between the views in real time allowing us to seamlessly deliver a TV broadcast-level quality in real time.

Outcome

• +4.8M million unique views

• Weekly total reach of +25M – a 171% increase on average weekly impressions

• Massive earned media pick-up among our target’s most influential sources

• +1bn potential social impressions

• One of the most impactful social activations in the brand’s history

• Unprecedented product demand and purchase intent

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