" " What We Do + - Sister London - Case Studies - Carnaby Style Weekender 2018 " "
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Carnaby Style Weekender 2018

This May, Sister launched a brand new four-day festival, the Carnaby Style Weekender, a celebration of fashion, grooming, lifestyle, food and drink to kick start the new season. Over 60 Carnaby brands participated in the festival with in-store events, activations, discounts and promotions, including a series of free, creative talks and workshops held in the Carnaby hub.
Sister partnered with British GQ for the campaign, now in its seventh year, and produced a 6-page advertorial including an on-location shoot with 4 Carnaby tenants, in the May issue of GQ to
pre-promote the event. 

A 3-minute video was also produced by GQ to support the advertorial including behind the scenes filming, which was shared on both Carnaby and GQ’s YouTube and social channels, with over 56,000 views. Sister’s partnership with GQ continues to grow and bring new visitors to Carnaby.

Sister managed the four-day event from 10-13 May, including the launch evening with GQ’s Retail Editor Holly Roberts and Style & Grooming Editor Teo van den Broeke. Holly and Teo were joined on an exclusive fashion panel with model Jack Guinness to talk new season trends and top tips for shopping in Carnaby.

We worked with Jack Guinness on an influencer campaign leading up to the event, to promote traffic to the Carnaby website to apply for tickets to the balloted panel event and workshops. Jack created original content across his Instagram, Twitter and Instagram Stories to a targeted, London-centric menswear focused audience of over 88,000. This resulted in 4,212 likes and comments across the posts.



Across the four days, Sister managed the workshops and events in the Carnaby hub included a Margarita masterclass with Breddos Tacos, art class with We Built This City and Collage Club London and panel on how to start a fashion brand with FINLAY London and M.C. Overalls, hosted by fashion business consultant and author Toby Meadows.

All participating tenants in the Carnaby Style Weekender were provided with a social media tool kit, including artwork, an e-viral and GIFs to encourage social promotion throughout the campaign. This resulted in over half of the participating tenants promoting the event to their social audiences.
The campaign resulted in 26 pieces of coverage with a reach of over 48 million. Coverage included a range of London and fashion media; Time Out, Where London; Mayfair Life, GQ, Visit London, Evening Standard Go London, TMRW, SheerLuxe and Londonist. Sister also worked with ES Magazine and Metro to produce advertorials and adverts to pre promote the vent to the London demographic.


Sister worked with @London to produce a 1-minute film to pre-promote the Carnaby Style Weekender, which was shared on @London’s Instagram with a total of over 53,000 views to over 2.1million people. @London also curated fashion-led Instagram stories live on the launch event night, alongside 2 Instagram posts receiving 35,500 likes.