2016 Social Media Awards: Facebook | PR Campaign

Winner: RockOrange - Macy’s + Thalia Sodi - Fashion Show & Facebook Media Launch

RockOrange was engaged to create media interest for the launch of Thalia Sodi, the Mexican icon’s clothing line with Macy’s, through an intimate, short-lead media event. RockOrange leveraged the power of Thalia's 16 million Facebook fans by launching a fashion show exclusively on Facebook. The event was private and only accessible online through her Facebook page.

As the first-ever Hispanic-backed exclusive clothing line for the quintessential department store, Thalia’s collection for Macy’s was unique, and RockOrange wanted to create a strategy to match. RockOrange created a partnership with Facebook and developed the first-ever live-stream Facebook fashion show that simultaneously streamed the event on Thalia’s Facebook page. (Condensed videos with fashion show highlights, in English and Spanish, were uploaded to Thalia’s Facebook page the following day for those who missed the live stream.)

It all came together on January 20, 2015, as RockOrange created, with Macy’s and Thalia, the exclusive, invitation-only soiree in New York City. Media from major U.S. and Hispanic media outlets were invited. Journalists from top outlets, including the Associated Press, Women’s Wear Daily, People en Español, InStyle, Glamour, Cosmopolitan, Vanidades and many more came in out of the cold to get a front-row seat for hot new styles.

The 20-foot runway was the centerpiece for the live Facebook fashion show, with a social media feed serving as the backdrop. Fans from around the world tuned in to watch the live feed of the show on Thalia’s Facebook page. The power of this program has continued to shine, with almost 4 million viewers to date.

From the creative strategic partnership with Facebook to global media outreach to on-site event management and production, RockOrange brought together its diverse capabilities into a multi-dimensional campaign that hit all the right notes for the clients and resulted in 410,134 live Facebook engagements.

Honorable Mentions:

  • American Heart Association - My 5 Years
  • Children's Specialized Hospital - #FightFace
  • Coyne Public Relations - Seniors Get Social with Humana & National Senior Games
  • The Economist Group - The Economist Independence Campaign