mercedes-benz fashion week russia...show of famous russian designer vyacheslav zaitsev. before the...
TRANSCRIPT
DHL Express Russia / Marketing Communications / October 2018
OCTOBER 2018
MERCEDES-BENZ FASHION WEEK RUSSIA
Activation in Russia
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DHL – OFFICIAL LOGISTICS PARTNER OF MBFWR
Marketing Communications Russia / October 2018
Mercedes Benz Fashion Week Russia (MBFWR)
October 13 – 17, 2018
Venue: Moscow, Central Exhibition Hall “Manege”
DHL’s STATUS
Right to be the sole Official logistics partner of the event and exclusive partner in its category.
The status “Official logistics partner” for MBFWR.
KEY TARGET
To use MBFWR as opportunity to promote the DHL brand and to underline that DHL is an experienced
partner and express-delivery operator for the fashion business and textile industry.
In addition to gaining new sales leads and prospects, MBFWR is also a great opportunity to develop and
strengthen relations with key customers.
| March 2016
Mercedes-Benz Fashion Week Russia
October, 13-17 2018
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DHL AND MBFWR / OCTOBER 2018 / DHL LOGO AND MENTIONINGS
Marketing Communications Russia / October 2018
The status of The Official Logistic Partner
DHL name or logo in the following materials:
advertising materials in mass-media;
advertising materials in outdoor advertising;
advertising materials in the Internet;
mentioning in PR materials.
DHL logo – on the following materials:
main entrance banner;
brand wall;
DHL commercial on a video wall;
indoor branding at catwalk;
logo at the backstage;
logo and mentioning in the ‘Navigator” (catwalk schedule)
banner on the web-site with hyperlink to dhl.ru
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DHL AND MBFWR / OCTOBER 2018 / DHL LOGO AND MENTIONINGS
Marketing Communications Russia / October 2018
Mercedes-Benz Fashion Week Russia official schedule
6 Marketing Communications Russia / October 2018
DHL AND MBFWR / MARCH 2018 / DHL LOGO AND MENTIONINGS
Logo at the press wall
DHL video on live video wall; video announcement of
DHL as an Official Logistics Partner after each show
7 Marketing Communications Russia / October 2018
DHL AND MBFWR / OCTOBER 2018 / DHL LOGO AND MENTIONINGS
DHL logo at MBFWR website in the «Partners»
section
DHL banner with the hyperlink to
dhl.ru at MBFWR website
8 Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA SCHEDULE (NAVIGATOR)
Navigator is an official MBFWRussia’s schedule printed in 10 000 copies.
It includes information about catwalk shows and special events.
DHL ADS page and logo in Navigator; Status of DHL as the Official Logistics Partner
DHL AND MBFWR / OCTOBER 2018 / DHL LOGO AND MENTIONINGS
9 Marketing Communications Russia / October 2018
DHL AND MBFWR / OCTOBER 2018 / DHL BOOTH
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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
DHL branded area at MBFWR
Within partnership we have 18 sq. m branded stand.
During FW the stand was used as an entertainment area for FW
visitors.
DHL stand was created as an air cargo container; one wall of the
stand was decorated with DHL boxes. Several fashion clothes
from capsule collection by VETEMENTS x DHL were presented at
the stand. Guests and FW visitors took pictures in Vetements
clothes or with our models in Vetements clothes, published their
content and photos on the Instagram with special hashtag
#rudhlxvetements and got DHL branded giveaways.
Every two hours the hosts on DHL stand announced winners –
those, who managed to get maximum likes and shares on the
Instagram and gave them a special giveaways (yellow
shopping bags).
More than 400 guests took part in the activity
188 publications with hashtag #rudhlxvetements in Instagram
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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
Activities at DHL branded area at MBFWR
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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
Activities at DHL branded area at MBFWR
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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
Activities at DHL branded area at MBFWR
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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
Activities at DHL branded area at MBFWR
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DHL BRANDED AREA AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
Activities at DHL branded area at MBFWR
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DHL CUSTOMER EVENT AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
DHL Customer Event on the MBFWR venue
On October, 16 we invited 60 DHL customers to the
show of famous Russian designer Vyacheslav
Zaitsev.
Before the show guests visited DHL stand and had a
welcome reception (food, drinks and beverages
which were served at the VIP-lounge of Mercedes-
Benz Fashion Week venue).
After the show our guests were invited to the “Behind
the scene tour”.
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DHL CUSTOMER EVENT AT MBFW RUSSIA / OCTOBER 2018
Marketing Communications Russia / October 2018
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In order to engage DHL employees,
we arranged a lottery devoted
to DHL’s partnership
with Mercedes-Benz Fashion Week Russia.
Two winners received the unique
opportunity to attend the fashion show of
famous Russian designer Vyacheslav
Zaitsev.
Fashion Week Lottery for employees:
• 87 participants
• 2 winners got invitations (for two
persons each) to the Fashion Week
show of Vyacheslav Zaitsev
MBFWR / OCTOBER 2018 / EMPLOYEES ENGAGEMENT
Marketing Communications Russia / October 2018
19 Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018 / PR
Press-release in collaboration with Mercedes-Benz Fashion Week Russia was included into official press-
kit spread among journalists by Mercedes-Benz Fashion Week Russia.
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Press-release presenting VETEMENTS x DHL
collaboration and promoting DHL as a reliable
partner for fashion industry was disseminated
in the Media.
There were 25 publications in fashion and
general interest media, mentioning DHL as
official logistics partner of the Fashion Week.
Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
MEDIA OUTCOMES
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Due to the opportunity to display at the DHL area
fashion pieces from the VETEMENTS x DHL capsule
collection the additional media attention has been
attracted.
One of the leading online media about fashion, beauty
and modern culture, The Blueprint, published a news
article about DHL presence at the MBFW Russia. The
Blueprint audience includes both professionals and
ordinary people interested in fashion and culture. It has
1,500,000+ page views per month and 200,000+ unique
visitors per month.
Moreover, there was a publicity on 360 TV channel. It is
one of the top-20 regional TV channels. The audience
amounts to about 40 million people. Youtube channel
has about 100,000 subscribers.
Some media described DHL as the adept of
‘Sustainable Fashion’ concept. The prize of the contest
organised among the DHL booth visitors was “avoska”,
a trendy string bag, like from Celine collection but made
by the blind people and people with visual disabilities.
Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
MEDIA OUTCOMES
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The main goal of social media activations was to reinforce the visibility of DHL as a leading provider of logistics
services for fashion industry and to benefit from the image of a long-term worldwide partner for Fashion Weeks.
The first activation was realized before the MBFW Russia in a form of a contest with the invitations to FW shows
as a prize. It was organized for followers in Facebook, Instagram and VKontakte. The participants had to write
short poetry combining words connected with DHL and fashion. As a result of the activation the Facebook post
gained reach of over 13,500 of users, Instagram gained 101 views, and about 715 in Vkontakte.
Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
SOCIAL MEDIA ACTIVATION
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The second social media activation was realized during the MBFW Russia in Facebook, Instagram and
VKontakte and it was aimed at presenting VETEMENTS x DHL collaboration and attracting the visitors to the
DHL area. As a result of the activation the Facebook post gained reach of over 1,800 of users, Instagram gained
317 views, and over 500 in Vkontakte.
Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
SOCIAL MEDIA ACTIVATION
24 Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
SOCIAL MEDIA ACTIVATION The video about sensational capsule collection VETEMENTS
x DHL showcased at the DHL area was published at the
official account of MBFW Russia on Facebook, Instagram and
VKontakte. The Instagram post gained 9,802 views, Vkontakte post gained
8,700 views, Facebook post gained 206 views.
https://www.facebook.com/MBFWRussia/posts/20008719866
37734
https://www.instagram.com/p/BpCTqSoFv_6/?taken-
by=mbfwrussia
25 Marketing Communications Russia / October 2018
We’ve focused on micro-influencers, the
bloggers with far fewer subscribers than their
million-plus peers, but still having trust and
close relationship with the audience. In
collaboration with Mercedes-Benz Fashion
Week Russia we have attracted to the DHL
area some micro-influencers inspired by the
VETEMENTS x DHL collaboration.
The micro-influencers were photographed in
DHL x Vetements clothes and made posts
with photos at their accounts on Instagram
afterwards.
The audience of micro-influencers varies from
10K to 215K followers, the posts gained a lot
of positive reactions (from 563 to 9,798).
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
MICRO-INFLUENCERS
26 Marketing Communications Russia / October 2018
MERCEDES-BENZ FASHION WEEK RUSSIA / OCTOBER 2018
MICRO-INFLUENCERS
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Marketing Communications Team Russia
THANK YOU!