Fashion month is a busy time for influencers as they travel to New York, London, Paris, and Milan to experience shows by incredible designers and connect with other influencers from around the world. It is also an ideal time to create eye-catching street style content before and after the shows. Pulse partnered with Jessica Wang @notjessfashion and @Gilt to create an ambassador program that was based on a Fashion Week journal concept. The official hashtag of the campaign was #GotItOnGuilt, which emphasized that GILT is the best place for purchasing trendy styles for fashionistas. Jess shared her entire GILT experience with her audience through her social media channels; along with social posts, Jess created a GILT curated sale showcasing her top style picks that followers could seamlessly shop on the site. All of her content drove traffic to her sale, marking a direct revenue source for GILT.
Jess’ content included editorial style dedicated Instagram posts in each of the Fashion Week cities. In addition, she shared Instagram stories with a swipe up link to her curated sale to drive traffic to the site. This content was placed alongside her Fashion Week coverage, which helped position GILT as a top fashion retailer. In one of her stories, Jess featured a Fashionista article, “Showgoers Bundled Up in Belted Outerwear On Day 1 Of New York Fashion Week,” and tagged her outfit from @GILT. This showcased that her GILT style was perfectly on trend for the season and even garnered PR buzz. In addition to posting on her own story, Jess drove traffic to GILT’s social media channels through an Instagram story takeover. A total of 35 pieces of content were posted on the GILT account, with 54,300 views all around (1,553 per post).
Finally, Jess recapped the whole experience through a blog post: “My Fashion Month Recap & Top 2018 Fashion Trends.” She stated that “the highlight oft this fashion week season was partnering with Gilt – and being able to pick out personalized looks that epitomize my daring, forward style.” An added value blog post was also posted showcasing her look from NYFW that created a greater desire from her audience to purchase the look on GILT.
Jess had full creative freedom for the shoots, which resulted in the creation of gorgeous, authentic content for this campaign. Her diverse style and stunning images truly made GILT stand out and gain visibility through the duration of Fashion Month. Looking at results, the total outcome of the campaign was 68k+ interactions with a reach of about 700k people. This campaign undoubtedly highlights the power of long-term ambassadorship campaigns, as they allow followers to gain multiple touch points with a brand over time.