We like Anya Hindmarch at Prime Time HQ. Not only because she develops classic concepts for her clothing and accessories range, but because she gets PR too.
Last year she took her Kellogg’s partnership one step further by creating designer cereal boxes, following her successful bag launch.
And, this weekend, her AW 2015 is driving to success with a global tour kicking off with a pop-up in Selfridges, London – pride of place in the department store’s car park.
The Anya Hindmarch Service Station features a photo-station, gift kiosk, Little Chef pit stop and a first chance to shop the collection, which is inspired by the M25.
This 360 degree experiential marketing stunt lends itself to great PR because it’s fun, fashionable and has a single call to action – get involved.
Launching from Friday 11th and running until Monday 14th September, the campaign is, however, yet to speed through people’s timelines on social media. The collaborative hashtag – #SelfridgesxAH – has generated just 66 mentions on Twitter in the past week according to Topsy.com. There are also 140 Instagram posts currently using the hashtag.
With more than 320,000 Twitter followers between the brand powerhouses, I must admit I’m a little disappointed.
Here’s why its social media tactics broke down:
Traffic jam hashtags
The campaign hashtag features an ‘x’. With three elements in one, something’s always bound to go wrong.
A quick check shows that a handful of people have reversed the hashtag by mistake. highlighting part of the problem – ownership of the campaign is diluted when too many cooks spoil the broth.
Hashtags must be functional, relevant and easy to read and use. This one in particular only meets half of the critiera.
Besides, everyone knows music artist Ed Sheeran is the only man who can get away with such naming conventions.
In addition to this, just as many people are using #ServiceStation – including Anya Hindmarch on her official brand account. It needs to be consistent.
Check Twitter handles
I’m all up for counting down the days on social media to generate a buzz among your online community, but please check you’re using the right handles to celebrate your partners. If only to guarantee a re-tweet from them.
Give way using video
This PR stunt is international, so why not give people access to the goods in Seoul, Tokyo and LA in real-time by Periscoping elements of the launch? A great video has been produced and put on the her website, but it doesn’t look like it’s been distributed anywhere else – news outlets, bloggers (ahem), or even YouTube.
So, all in all, I think it’s a cracking idea which has been well executed. It just seems that their eye was taken off the ball when it came to ensuring social media perfection.