Mercedes Benz social campaign invites fashionistas to turn back the clock

Screen Shot 2015-03-26 at 5.08.49 PMSocial media aggregator Stackla is behind a campaign for Mercedes Benz Fashion Week (MBFW) that aims to expand the event “beyond the catwalk” and take fashionistas back in time.

The #alwaystrending campaign has seen the creation of an interactive social timeline for the MBFW website which not only collates content about this year’s event – which runs between April 12 to 16 in Sydney – but will look back over the last two decades of fashion.

Visitors to the site can click on any year from 1995 and view content from that year’s show which has been posted on social media using the #alwaystrending hashtag. Content posted on the site will not be limited to MBFW but extended to fashion in general.

“The timeline widget is contextualised,” Stackla digital marketing manager Noor Hammad said. “Rather than just dropping a bunch of content on a page, the timeline widget allows site visitors to step back through time. In a way it allows users to see what each years’ fashion week would have looked like on social, had it been around.”

He added: “MBFW shows are very exclusive, attracting big names in fashion, retailing and celebs. The MBFW team wanted to extend the event beyond the event catwalk and allow the public to join in.”

Hammad suggested social media has transformed fashion PR, with the rise of bloggers and instagrammers and fashionistas on Tumblr and Pinterest responsible for the “democratisation of the setting of trends”.

“The fashion industry uses social media to monitor trends, engage with the public and harness the influential power of the social crowd to drive trends and promote brands,” he said.

Droga 5 and digital marketing agency Red Propaganda also worked on the campaign.


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