Superdry Unleash Its Most Anticipated Idris Elba Collaboration Supported by Groundbreaking Digital Campaign

British hero fashion brand, Superdry, is gearing up to launch its new premium men’s collection in collaboration with Idris Elba; which will be uncovered at an open event at its flagship Regent Street store this Thursday.

The launch will be supported by a never-seen-before social media strategy, including a total pause in activity for 24 hours to build suspense.

The eagerly anticipated Idris Elba + Superdry Menswear Collection for Autumn Winter 2015 is set to launch this Thursday 26th November in the Regent Street store, when the man himself will unveil the epic designs to fans and customers. The campaign is being described as groundbreaking; not just in the way the collection is being unveiled but also due to elements of the supporting digital campaign.

Superdry will pause all social activity for 24-hours before the event to build suspense around the launch of the collection; a groundbreaking approach which has never been taken by a fashion brand before. Following this, an Idris Elba Instagram takeover will be deployed; turning the social platform into a hub for Superdry to host powerful images of the Luther star, shot by critically acclaimed fashion photographer Rankin.

The Instagram takeover will also offer access to a range of rich assets, edgy, striking imagery and exclusive behind the scenes content, aiming to take followers on a journey into the world of Idris Elba + Superdry. The man himself will also be taking over Superdry’s Facebook and Twitter, with exclusive teaser videos being shared to offer a preview of the collection in the lead up to the event on Thursday.

The use of traditional social platforms to showcase the marketing collateral and assets surrounding the campaign, alongside activity on up and coming social channels such as Snapchat and Periscope on the day will ensure that each target demographic is reached and that content will be fed to the audience both exclusively and publicly.

Throughout the launch, competitions and giveaways will also be held online to encourage fans and customers to get involved in the campaign.

Kat Jameson, Head of Marcom at Superdry said the following about the social media marketing tactics being deployed to support the Idris Elba + Superdry launch:

“There has been substantial investment in both the collaboration with Idris and the promotion behind it. To ensure the campaign is executed in the best way possible, we have pulled in each department to partake in the holistic approach, including team members from our SEO, e-commerce, retail and social media divisions. Ensuring that social media is at the heart of a multi-channel campaign is integral to its success.”


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