When the Brian Atwood Shoe Label wanted to make a splash about their new Spring/Summer 2013 collection, they launched a savvy promotion strategy their social media channels. The label encouraged fans to sign up to their mailing list and promised that the first 50 to sign up would be invited to an exclusive site called ‘The Vault’ whereby they could unlock privileged information and exclusive previews of the new collection.
The content that the exclusive member of ‘The Vault’ club were able to unlock included: a short film showcasing the new collection starring model Eva Herzigova and the chance to purchase a pair of limited edition shoes as well as a behind the scenes look at the designers creative process in his Milan based studio. This engaging and forward-thinking technique ensured that there was a lot of hype surrounding the launch and also gained the label a ton of new followers for their newsletter.
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