A short film originally produced as an internal asset for THEOUTNET.com, a part of The NET-A-PORTER GROUP, to premiere at its annual global presentation, emerged as a shareable industry-wide favorite through a stealth campaign centered around the newly launched LinkedIn profile of the film’s star and Internet sensation, P’Trique. A month before the campaign launch, ICED Media worked closely with THEOUTNET.com and P’Trique to strategically build her connections with a curated group of qualified fashion professionals on LinkedIn. To their surprise and delight, by connecting with P’Trique these industry insiders were treated to the screening of the video, co-starring The Man Repeller, Leandra Medine and showcasing P’Trique in a montage of roles supporting a myriad of departments at the company, as she aims to pay off the debt she has amassed from shopping at THEOUTNET.COM Aptly titled, #InsideTHEOUTNET gives viewers a firsthand look at the faces behind the global fashion outlet’s success, while including a call-to-action for the working fashion community, those professionals responsible for driving the real-time social conversation within the industry, to endorse P’Trique and share the asset globally. #InsideTHEOUTNET is the first-ever consumer facing video launch on LinkedIn, reinforcing the platform’s viability as a launching pad for interactive, engaging and shareable content to be amplified throughout the larger social ecosystem. The campaign engaged over 1,400 of fashion’s top professionals as connections and endorsements, and garnered a reach surpassing 58 million impressions, 98% of which were a result of earned media, across YouTube, LinkedIn, Twitter, and through earned press features. With industry accolades ranging from WWD, to Vogue Italia, and MarieClaire—this campaign combined strategic tactics centered around a viral video to effectively engage and excite a global audience.
