The Brief

we focused on involving the targets into the process of concreting the artist as a fashion icon by using SNS, where information is constantly passed along to others. We wanted to execute a plan that gained positive support from the target audience as “ICONIQ is cool, beautiful, fashionable”, and by that being shared onto SNS, we believed that it would lead to ICONIQ being recognized as a fashion icon.

Results

This unique exhibition with the innovative system created an O2O2O (Offline to Online to Offline) effect. Visitors share information onto SNS, SNS-users who see it go to the exhibition, and share it to their accounts. As a result, within one week the information was shared to 15 million people with supportive opinions. ICONIQ’s name appeared on “uprising search-keywords” on popular search engines in Japan, and the website gained 440.000 viewers, that is,100 times more than the average of ICONIQ’s official website. Today, ICONIQ is working with fashion brands, model of hair stylists/modeling contests, and expanding her activities as a fashion icon.

Execution

We focused on the artists’ visual, and asked photographers to take photos, and made a website where these could be seen/shared onto SNS. However, we realized that the audience is limited through online, so we planned a photo exhibition in Harajuku, where many influential people within fashion gather. We conducted the world’s first exhibition where visitors can simply touch their favorite photo and send the data onto SNS and share with others. Visitors received a device and registered their own Twitter/Facebook account information, and if they find their favorite, they can touch/scan it on the “NFC Ready Device”. By doing so, the information about the exhibition, website, and photo could be shared on SNS. It was the first time ever to engineer and put in action of a system where you can share specific information of the physical to virtual, and the photo data can be downloaded in high resolution

The Situation

The client wanted ICONIQ to be a fashion icon of the 20s-30s. She already had tie-ups with famous cosmetic makers and mass communication to challenge the task, and they had gained over 50% recognition from 20s-30s about the artist, but unfortunately not with much support and understanding as a fashion icon.

The Strategy

The client wanted ICONIQ to be a fashion icon of the 20s-30s. She already had tie-ups with famous cosmetic makers and mass communication to challenge the task, and they had gained over 50% recognition from 20s-30s about the artist, but unfortunately not with much support and understanding as a fashion icon. With this situation in mind, we focused on involving the targets into the process of concreting the artist as a fashion icon by using SNS, where information is constantly passed along to others. We wanted to execute a plan that gained positive support from the target audience as “ICONIQ is cool, beautiful, fashionable”, and by that being shared onto SNS, we believed that it would lead to ICONIQ being recognized as a fashion icon.