AW/14 Collection Launch
Harvey Nichols is known for its avant-garde fashion and fearlessly stylish attitude. For its upcoming autumn/winter collection, it wanted to build a buzz through social media, leading up to a print campaign that stood out from the clutter. For this particular occasion, a special month-long lead up via social media was introduced. By sending clues on a weekly basis to various media and social media influencers, interest in a secret window display reveal for the day was generated, leaving the media and bloggers at the edge of their seats. The pre-launch tease perfectly set the scene for the campaign, which featured striking, futuristic-themed visuals that set apart Harvey Nichol fashionistas in a world filled with generic style. The excitement spread to over 1 million different users digitally, generating 30,000+ likes on Instagram and 900+ comments over the teaser period.