Savage X Fenty Show Vol. 3 Social Marketing Campaigns
CONTRIBUTION: CAMPAIGN Executive Art Director
For the third year in a row, my team was tasked with directing and producing social marketing content to support the Savage X Fenty Show Vol. 3. This included the social media video announcement and teasers as well as curated content for talent to post once the show was live. We collaborated with director and photographer, Tyler Kohlhoff, on a marketing campaign shoot with Rihanna for the announcement content that would tease the location of the show for 2021.
Savage X Fenty Show Vol. 3 Announcement
Annoucement strategy for the show involved two teaser videos, which were posted on the Savage X Fenty Instagram handle on August 25. The third video, which was the show annoucement, was posted by Rihanna on her Instagram handle on August 26. It got a million views within the first hour of posting, and to date has been viewed over 15 million times.
Click on video to watch the SXF Show Vol. 3 Announcement video.
Click below to view the show Teasers and Announcement in order.
Behind The Scenes
Once the announcement was dropped, to keep the hype going for the show, we shared a ‘Behind The Scenes’ video of Rihanna’s shoot on Instagram.
Talent ‘Hype’ Social Campaign
When the show aired, we kicked off a campaign that involved more ‘Behind The Scenes’ content of the show. This included photography and curated videos for talent to post on their Instagram handles to keep the moment going and highlight, via social media, the widely diverse cast for the show.
“I feel like this is the modern runway. Everyone can participate. ”
Photographers Dennis Leupold and Tyrell Hampton were given exclusive access during filming of the show. This was a great opportunity to capture assets that audiences wouldn’t normally get to see and put a spotlight on the individual talent. It diversified the content being shared on social media once the show aired.
Curated Video for Top Talent
In addition to getting imagery and video of what was going on backstage , we created curated videos for top talent to post and keep the hype going.
See below to watch a few of the curated top talent ‘Hype’ videos.
