After we already worked on some digital projects for the young fashion label Review, we were happy to win the digital lead budget in march 2012. The concept of the new campaign was completely developed in-house at Parasol Island.
Center of the campaign is the Web TV channel Review TV with fashion reporter Anna Lena Koopmann, accompanied by exciting social media and digital activities. Since working with us the number of fans on the Review Facebook page got doubled and the interactions increased significantly. From strategy and consulting to programming, implementation of social media to editing, shooting and post-production – Parasol Island provides all services under one roof.
Review kicked off 2012 with some digital fireworks by relaunching their website. The brand spanking new site is a fashion playground that not only draws attention to Review’s collections but also involves the customers to interact with content. Along with the website relaunch, Review TV got initiated which aimed to find an Online-VJ to lead the campaign. Their job (if you can call it one) will be to report from fashion events and comment on the latest trends in music. Parasol Island developed the new website – including content like the latest campaign movie shot in L.A. – and created the Review TV campaign.
Parasol Island produced the last REVIEW campaign movies shot in Los Angeles and Amsterdam with in-house director Denis Guth. The corresponding music was composed by our very own composer Jonathan Wulfes. Upcoming films are already planned, stay tuned for more.
The first step of the long-term communication strategy for Review started in november 2012. Fashion enthusiasts had the chance to apply as Online VJ for Review TV by submitting their video applications via a Facebook app or on the Review website. An internal jury chose the top 5 finalists from numerous entries, afterwards Facebook users elected Anna Lena Koopmann as the winner.
Since march the newly crowned VJ is traveling around the fashion capitals around the globe to report from fashion shows, visit designers backstage and introduce hotspots from cities like London or Amsterdam.