For NYFW 2016, we used PR to position Samsung 837 as the epicenter of future facing design, powering creators’ ability to showcase their collections and connect with audiences in innovative ways. By highlighting and amplifying elements such as “see now buy now” stations powered by Samsung technology, our live-streaming of fashion shows, and custom fashion content shown on Gear VR, we were able to reinforce how Samsung 837 is innovating and reimagining the concept of the traditional "fashion show” while positioning Samsung as a facilitator that brings together fashion and technology

Samsung implemented various coverage driving concepts to help PR amplification including:

• Blogger Celebration: Hosted a blogger and social influencer celebration to kick off NYFW and honor fashion’s newest innovators. Just as 837 is changing the landscape, so have bloggers.

• NYFW Behind-the-Scenes in 360: Influencers used 360 cameras backstage to capture exclusive content for Samsung fans through 837 channels.

• 837 Fashion Lounge: Created a lounge at 837 for editors and influencers to charge devices and prepare for next show. Create a customer care concierge and customer service with a direct line for VIP help available to media during NYFW.

• Reporting Studio: Created a NYFW media hub at 837 for editors, bloggers, and influencers to share their daily round-ups, create video clips highlighting fashion shows, events, and trends seen throughout the day.

• KPIs

o Total Guests: 4.4K

o Samsung Device Interactions: 11.8K

o DIR (Average # of Devices each Guest Interaction with): 2.7

o PR Impressions: 2 Billion

o PR Breaks (Placements): 451

o Social Impressions: 81 Million

o Social Engagements: 686K

The campaign achieved 2B media impressions across print and online media as well as more than 81MM social media impressions. Top outlets included Vogue, Daily Front Row, Women’s Wear Daily, Yahoo!, and The New York Times as well as social posts from Kendall and Kylie, Charlotte Tilbury, Yes Julz and many more.