With the launch of Instagram Live happening just a couple months prior, brands at Paris Fashion Week were excited to debut their new collections utilizing this new social feature. Our challenge for F/W 2017-18 was to create a completely unique Instagram live experience for Y-3—a brand known for its obsession with innovation. In an age of instant gratification, our objective was to take what makes Y-3 special and bring that to the masses. Once we'd established Y-3 as an innovator in fashion week coverage, we needed to find a way to follow it up for S/S 2018.
We created the first ever multi-cam Instagram live stream, a groundbreaking merger of Instagram Live and multi-cam capabilities, that debuted the Y-3 Fall/Winter 2017-18 collection and runway show to the world in realtime. We teased the show across social media, and then let the audience take in the latest collection from every angle imaginable. The high resolution broadcast seamlessly wove multiple angles together at once and was the first of its kind for the platform.
Now that we'd established Y-3 as an innovator when it comes to fashion week coverage, we needed to continue the innovation for S/S 2018. Instead of continually switching camera angles, we chose to create a split-screen that showed both full body looks and shoe close-ups in real-time. By combining both in one screen, we created an environment where viewers could easily see how to style the outfit but also still get the details of each shoe.
Live Multi-Cam Coverage (F/W 2017-18)
The live multi-cam coverage of the show reached 20,000 unique viewers on Instagram Live and garnered 288,000 views when placed on Instagram Stories. Instagram posts using content from the show received over 157,000 likes and another 210,000 views, bringing the total show coverage on Instagram to over 6.6 million impressions. Twitter content around the show added another 5.5 million impressions for the brand.
Live Split-Screen Coverage (S/S 2018)
The split multi-cam coverage of the S/S 2018 show reached 75,000 unique viewers on Instagram Live and garnered 2.5M views on Instagram Stories — a 275% increase in viewers from the F/W season. Instagram posts using content from the show received over 566,000 likes, bringing in over 49M total impressions.
The response during both activations and afterward were massively positive, and the streams created instant excitement around the collections, as opposed to the generally muted and delayed reaction that comes from photo galleries posted after the fact. The events were a big win for Y-3 and continued to position them as a leader in the category.
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