Kohl’s wanted to share the excitement for its first LC Lauren Conrad runway show, but as one of the nation’s largest department store chains, Kohl's wasn’t seen as a fashion destination by consumers.
Using digital to promote the show, our objective was to increase the new brand’s visibility—generating sales—and to better position Kohl’s as a fashion leader. We launched a social campaign to achieve this during the exciting launch of Lauren Conrad’s first runway show at New York Fashion Week.
We produced mini-documentaries giving an insider’s look into Lauren Conrad’s design process, and worked with influencers to share behind the scenes peeks before, throughout and after the runway show, engaging users across many social channels. This was the first use of Periscope for a major brand at NYFW, and broke records.
A microsite with pre-show, live-show and post-show states captured the buzz and became the hub to relive the runway show, also acting as an interactive shopping experience.
Role: Concept & art direction