Maybelline's Six Live Stream LFW Shows Activate British Fashion Council Sponsorship

Maybelline is activating its partnership with the British Fashion Council to bring London Fashion Week (LFW) to fashion fans right across the United Kingdom.

February saw the cosmetics giant launched a major new multimedia campaign to celebrate this year’s London Fashion Week that at its centrepiece sees Maybelline stream six full fashion shows (followed by online video highlights) on its YouTube channel.

The six shows included Felder Felber,

Temperley,

Osman,

Ashish

Marcus Lupfer,

as well as LFW wrap-up highlights films.

The activity is promoted and supported by a matching, dedicated social media campaign that aims to drive Maybelline followers to engage with the live content through vines, images and tweets.

Day5 // We're LIVE with Xiao Li at 4PM! Tune in for your front row seat WATCH LIVE https://t.co/ihrAHy22vY #MNYFW xo

— MaybellineNY.UK (@maybellineNYUK) February 23, 2016

Still spinning from the disco drama at #ASHISH A/W16 last night! #MNYFW makeup by @Sharon_Dowsett nails @nailsbyMH pic.twitter.com/vZvxoEdPJA

— MaybellineNY.UK (@maybellineNYUK) February 23, 2016

Don't miss the AMAZING #ASHISH #LFW show! — WATCH LIVE — at 7pm https://t.co/T5ZhVmr1kF #MNYFW pic.twitter.com/0ExDDcApcc

— MaybellineNY.UK (@maybellineNYUK) February 22, 2016

The initiative also sees Maybelline create advertising idents run before and after the British Fashion Council’s curated, daily highlights package.

The highlights package and full streamed fashion shows will be broadcast in key UK cities, including London, Birmingham, Leeds, Liverpool, Manchester and Glasgow, on Ocean Outdoor digital screens.

This campaign aims to target young urban audiences based outside London and the core objective is to bring the excitement of London Fashion Week directly to consumers outside the capital city and also to celebrate Maybelline’s two year sponsorship of London Fashion Week.

The initiative has been developed by both the make-up brand, LFW property owner British Fashion Council and it is managed by media agency Maxus.

‘To date, outdoor has played an important role in reaching Maybelline’s key young, urban audience, but reach has been limited to London. By taking over Ocean Outdoor’s digital screens, we have the opportunity to give the Maybelline brand some monumental exposure and link it to London’s hottest fashion event of the year,’ explains Maxus head of radio and Out Of Home Neil Tookey.

‘We are excited to amplify our London Fashion Week sponsorship and make the week more accessible to all,’ comments Maybelline marketing director Shivani Shah.

Comment

Live streaming has been a key tactic for fashion show amplification and sponsor activation in recent years and this campaign further consolidates that trend.

It was back in 2014 that Maybelline New York was first announced as the Official Make-Up Sponsor for London Fashion Week.

The deal added to Maybelline’s sponsorship of numerous Fashion Week’s around the world and the strategy was based around matching Maybelline’s true ‘catwalk to sidewalk’ ethos to London Fashion Week.

The mission behind the partnership is to bring up-to-the-minute trendsetting and creative talent to life on the distinctive London fashion stage.

Links

MaybellineNY UK YouTube:

https://www.youtube.com/user/MaybellineNYUK

MaybellineNY UK Twitter:

https://twitter.com/maybellinenyu

@maybellineNYUK

MaybellineNY UK Facebook:

https://www.facebook.com/MaybellineUK/

MaybellineNY UK Pinterest:

https://www.pinterest.com/maybellineuk

MaybellineNY UK Google+:

https://plus.google.com/104189729145786582437/videos