Special Report: Brand Livestream
Jordan Kelley, Content Director, BrandStorytelling.tv
Highlighting Impactful Live Streaming
Celebrity/Influencer: Various creators, designers, and performers, including Gus Van Sant, Billie Eilish, Harry Styles, Jeremy Harris, Florence Welch, and more
Platform: GucciFest.com, YouTube, Weibo
Potential Reach: 2M+
Time: November 16 - 22
Today, fashion and film fans everywhere can tune into GucciFest for a viewing experience that combines elements of a traditional film festival with a fashion launch. GucciFest is the first of its kind – a fashion brand elevating a typical line release by capturing the clothing in the framework of a story told on film, viewable to millions in their homes via steaming of a week-long festival. Films and episodes of “Ouverture of Something That Never Ended” will be available to view daily at GucciFest.com, while also streaming on the Gucci YouTube Channel, YouTube’s Fashion & Beauty Hub, and Weibo. The project is helmed by Gucci Creative Director Alessandro Michele, with the Ouverture miniseries directed by Michele and acclaimed director Gus Van Sant.
The GucciFest.com website was created expressly for the festival, allowing visitors to navigate to each of the daily selections that will be screened. Gucci linked to the site in their announcement of the online fashion festival, using a QR code in social posts to allow users to navigate to the fest site. The QR code was also plastered in physical locations in New York, London, and Milan announcing the festival. In addition to the bespoke site, streaming on both Gucci’s channel and the YouTube Fashion & Beauty channel are sure to garner views. Gucci’s solo channel boasts over 600K subscribers; combine that with the additional 1.31M subscribers tuned in to YouTube’s Fashion & Beauty vertical and it’s clear to see GucciFest is poised to have a massive audience. Lastly there’s Chinese microblogging site Weibo, which rounds out the fest’s reach, sure to bring the festival a truly international audience.