Situation
As the most fashion-forward of faucet brands, Brizo has become a regular fixture at the high-profile New York Fashion Week events. To help maximize Brizo's involvement in Fashion Week, Hanson created a multi-faceted interactive campaign.
For the Spring 2007 Fashion Week, Hanson Inc. developed the Brizo Fashion Week microsite, featuring videos from Brizo-sponsored events, fashion images, and sketches from up and coming designer Jason Wu. Since 2006, Brizo and Jason Wu have developed a close partnership. In fact, a few of Wu's designs were inspired by Brizo faucets.
For the Fall 2007 Fashion Week, the campaign was broadened to include social media marketing efforts. Fashion blogger Rachel Michaela (aka Stylebites) was selected to cover the events and provide behind-the-scenes coverage. Several posts from the blog coverage were picked up by other well-known fashion news blogs and sites, including: myfashionlife.com, trashionista.net, therunwayscoop.com and pierecemattie.com.
From the 2006 to 2007 Fashion Week events, traffic to the Brizo Fashion Week website doubled in total number of visits and average visit time.