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Case Studies

P&G Orgullosa: “Skirts Only” Livestream Fashion Show Twitter Party

Timing: April 2013

Objective: Generate on-line buzz surrounding P&G Orgullosa’s “Skirts Only” Livestream fashion show and encourage viewership during event while reinforcing overall brand messaging.

Skirts

Tactics: Latina Mom Bloggers (LMB) coordinated a one hour Twitter Party to align with timing of the LIVE fashion show in New York. LMB activities included:

  • Selected five influential Latina bloggers to serve as co-hosts leading up to the event
  • Developed a branded invite and detailed Twitter Party script that incorporated event run-of-show activities and celebrity messaging
  • Conducted message training with celebrity guest participant Jasmine Villegas prior to the event
  • Coordinated on-site live Tweeting with network blogger who attended the fashion show
  • Cross-promoted live activities as they happened on LMB social media platforms to maximize exposure

Results:

  • Total Twitter Impressions: 120 million +
  • Total Reach: 4.7 million + (using brand hashtag)
  • Total Posts (Tweets): 7,000 +
  • Total People (Tweeting): 1,000 +
  • Average % @ Mentions: 63%
  • Average % Retweet: 30%
  • # Twitter Party RSVPs: 194
  • The #LaFaldaBienPuesta hashtag trended nationally on Twitter coming in at #3 based on official Twitter rankings!