Vogue Australia’s ‘Online Shopping Night’ (VOSN) is on again today. This is the third #VOSN event I can recall, once again bringing online retailers together under the umbrella of one of fashion’s best known names and executing it in a very clever, interactive and social way.
For some time now the primary vogue.com.au website has featured a countdown to the start of the event (midday today). This has been complimented with a strong social media campaign across Facebook and Twitter steadily providing updates on retailers who have come on board, special offers, staff picks and so on – all very shareable content and all presented in the perfect place for the target market.
Yesterday the recently appointed new Editor of Vogue Australia Edwina McCann held a live Q&A on Facebook started simply with the post “Hi here to discuss #VOSN ! Tell me what you plan to buy?”. A neat way to introduce her to the new audience and stimulate interest in the campaign at the same time.
For the last two events #VOSN has trended consistently in the Top 10 in Australia, something I expect will be happening again today.
Last time the company also were one of the first to trial a ‘Google Hangout’ via Google Plus.
Good to see what may be conceived by some as a fairly traditional offline brand adopting digital media so effectively to promote retail sales. Best of luck to Vogue Australia and all the eTailers tonight and let’s hope it serves as inspiration for other companies to try equally innovative digital strategies in the current economic climate.