AAO Fashion Event Success Story
AAO needed to find a unique way to extend it’s brand and show it’s younger membership that it could do so utilizing newer media platforms that attract the millennial consumer.
To accomplish this, we developed the theme: ‘Your smile is your best fashion accessory'. This captures the fact that a healthy, beautiful smile, at the hands of an orthodontist, is something that will never go out of style.
The theme then led us to creating a pop-up event that leveraged a highly visible event (New York Fashion Week) in a relevant, contemporary and exciting manner.
We further extended the impact of the theme and the event, by involving a key media partner; InStyle Magazine. They brought a comprehensive level of support in the form of their print and digital platforms as well as a well-known fashion host and nationally recognized social media bloggers.
The results have been impressive, especially for a first-time event.
Due to the success of the event supported by the analytics, we now have wide-spread interest from members at the AAO in supporting similar events around the country.
This event was designed as a coordinated, multi-media program, that involved a number of key partners, sponsors and dedicated teams from the client, PR firm as well as our team.
Activities ranged from:
- Pre-event materials such as email blasts, print mailers, event highlight on the consumer web site, PR mentions on social media
- Event-based activities (the event space and associated materials around the TWC, etc.)
- Live streaming on Facebook
- Video coverage
- Social media bloggers and influencers
- Post-event highlights