Campaigns: Consumer - Regent Tweet promotes street appeal

Sister created the Regent Tweet project as part of its long-term Olympic digital strategy for Regent Street on behalf of The Crown Estate.

Consumer campaign: Regent Tweet
Consumer campaign: Regent Tweet

Campaign: Regent Tweet
Client: The Crown Estate - Regent Street
PR team: Sister
Timescale: January-June 2011
Budget: £20,000

Objectives

To promote Regent Street as one of the best shopping and lifestyle destinations in the world

To engage with key social networking individuals.

Strategy and plan

Sister invited top international bloggers to Regent Street on 25 June, to meet 24 fashion and lifestyle retailers. There was a lecture and workshop at the Apple Store, a live Tweet Wall showing tweets throughout the day, a fashion lottery, a recharge hub and an end-of-day presentation at the Swarovski Lounge. A microsite was attached to regentstreetonline.com.

Measurement and evaluation

More than 100 international fashion bloggers attended and covered the event, including writers from Vogue Italy and Spain, Actitudes (Spain), Grazia Italy, Elle Belgium and the London Evening Standard.

Results

At the end of the campaign there were 1,507 tweets, and 1,076 tweets were posted on the day to 49,005 followers. More than 200 images have been tweeted and #RegentTweet became a trend topic in London on the day.

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