PAYPAL MELBOURNE FASHION FESTIVAL
aypal Melbourne Fashion Festival is a major event on lifestyle enthusiasts’ calendars,
Leveraging the major event digital content strategy framework, I put together for Visit Victoria, I embarked on an exciting collaboration with the Paypal Melbourne Fashion Festival to bring captivating social-first content to life.
This project involved close ideation and coordination with the rest of our social team, resulting in a series of content pieces that were thoughtfully distributed across multiple platforms to maximize exposure.
One of the highlights of this venture was our partnership with the esteemed fashion influencer Maxine Wylde. Together, we created two city-inspired pieces that showcased Melbourne as the ultimate 'fashion runway' and a picturesque backdrop. The content resonated exceptionally well, garnering positive feedback from both Visit Victoria's and Maxine's channels, fueling engagement and interest.
Additionally, we engaged the immensely talented photographer, Liz Sunshine, to capture an attention-grabbing street-style Reels piece. Furthermore, we produced two fashion-centric pieces that celebrated some of Melbourne's finest vintage and thrift stores, catering to the preferences of desired lifestyle audiences.
The collaboration with Paypal Melbourne Fashion Festival proved to be an effective 'socially-led' content partnership. The content's organic nature seamlessly aligned with the desired lifestyle audiences, establishing a genuine connection with viewers.
The relevance and authenticity of the content contributed significantly to the project's success, making it one of the most exceptional content partnerships for MFF.
Overall, this creative endeavour exemplified the power of strategic collaborations, compelling storytelling, and a keen focus on resonating with target audiences.
Through this successful campaign, we showcased Melbourne's vibrant fashion scene, reinforcing the city's reputation as a style destination and further bolstering Visit Victoria's impact in the digital sphere.