Dust live streamed Australian super instagrammer, Kayla Itsines, from the Lorna Jane Living Room in Adelaide, Australia, to a studio in West London to host a fitness session with press using Google Hangout technology.
With the aim to establish House of Fraser as the lead UK retailer for Lorna Jane, and launch the @lornajaneHoF social media pages (since absorbed into the brand’s UK account), the virtual workout was also filmed and made accessible to customers via registration on the Facebook page. By connecting class participants to Kayla live in Adelaide the activation highlighted the Australian origins of the brand and gave a glimpse of Lorna’s Active Living Room concept underpinning the brand’s ethos.
Digital + Social Media
Events + Activations
Public + Media Relations
Coverage was gained across key media including Huffington Post, ELLE, Health & Fitness, WGSN, meanwhile social media success saw the activation hit 3.5 million unique Instagram and 208,000 unique Twitter accounts within the first week of going live. The new @lornjaneHoF Instagram page secured 3,000 Instagram followers in two weeks (from a base of zero), directing consumers to House of Fraser and achieving serious sales conversion. The power of Kayla’s digital reach and advocacy of Lorna Jane’s new season collections, combined with participating media’s own social sharing, resulted in a highly visible and influential activation.