Mar 27, 2019 | By Volker Ketteniss
Big data meets consumer insights. Experience WGSN.
Sep 14, 2014
#InsideWGSN heads over to the Marketing department to meet Yasameen Noorian, digital marketing executive at WGSN.
Yasameen is instrumental in all aspects of WGSN’s digital activity and during fashion month you can find her in our #WGSNhub analysing the outcome of WGSN’s social output. Find out more about her work here.
Tell us about your working day during Fashion Weeks.
Fashion Week is an extremely exciting and busy time for us at WGSN, as we’re reporting live on trends and data from catwalks and analysing how they will translate commercially.
As digital marketing exec, my job is to help ensure we cover every detail from the shows across our social platforms and adapt the flow of content specifically for each channel. We’ll report on a whole spectrum of media, from the collections, to detailed street shots and backstage beauty looks, so it’s essential we’re posting the right sort of content to the right channel. It’s also important for me to listen to what viewers engage with, and adapt our posts accordingly.
I love trialing new social initiatives and Fashion Week is a great time to launch these as we have such a high amount of content available. Last season we experimented with the Google+ Auto Awesome app in a campaign we called #WGSN360, which brought our street shots to life. You can check out our series of images here.
This season we’re having fun in a similar way with the Hyperlapse app on Instagram.
Can you tell us about your work on the #WGSNhub and the live strategy for this season?
This fashion month we’ve got a really exciting social strategy to ensure our content is as engaging, informative and real-time as possible.
We’re one of the first fashion brands to set up a social media news room, or #WGSNhub as we’re calling it, which is a physical space in both the New York and London offices that our global editors can use as a base in between shows to report from. Our social team is also using it to monitor activity across platforms, as well as get more people from the wider company involved with the excitement of the collections as they’re going live on our site.
Our new and unique content on social includes a series of #editortakeover campaigns on Twitter, which sees over 30 of our experts live Tweeting their analysis from the catwalks. We’re also leveraging our Google+ channel – which we’ve had great success with this year, growing it to over 250K followers in nine months – by hosting two Google Hangouts (one was last week in New York, the other is this week in London) with a mix of industry experts and internal editors speaking on the panels.
We’re also giving followers instant access to our team with live Twitter Q&As, as well as our usual Tumblr, Instagram, Facebook and Google+ coverage.
Which brands’ social media strategies are you most excited about seeing this season?
I can’t wait to see Topshop’s campaign this season. They’ve created a custom-designed installation called #TOPSHOPWINDOW, which they’re using to display images posted by their followers using the hashtag, as well as their Instagram content. The screen also allows for passersby to interact and open up slides to reveal new content. I love how they’re encouraging the audience to be a part of their strategy and making Fashion Week more accessible.
Social is a hugely significant part of Fashion Weeks now, where do you see it going for WGSN?
Since our #editortakeover campaigns have been so strong during Fashion Weeks, I see us building this into our day-to-day strategy, giving followers a constant view of our trend analysis via Twitter, as well as continuing to do so via our hugely successful Tumblr. I also imagine we’ll be growing our use of Google Hangouts and using tools such as their Showcase app to highlight relevant content on our other channels such as the WGSN blog.
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