The House of Alexander McQueen is distinctive for its innovative and uncompromising expression of unbridled creativity. Today, the House is synonymous with modern British couture. Integral to the Alexander McQueen culture is the juxtaposition between the feminine and the masculine, fragility and strength, romance and rebellion, man and machine.
Role: Global Digital & Social Media Lead
Responsibilities:
- 360 management of global & APAC channels and teams.
- Develop social media strategy for all channels.
- Overseeing live-streaming and areas of social content for fashion shows.
- In-house content ideation and creation for all channels.
- Producing copy for all global and APAC platforms.
- Monthly, quarterly and PCA reports for all launches.
Anatomy
Autumn/Winter 2023 Show - Paris
Anatomy
An exploration of beauty and power through tailoring fabrics, with a focus on cut, proportion and silhouette. The foundations of fashion, cut on the body and inspired by the body within. Volume is neat - strict - or exploded.
The most prominent motif in the collection is the orchid, in its rarer forms cultivated but, after the daisy, the most common flower.
Show Takeaways
- McQueen outperformed across competitor brands on total interactions, ranking #1, with 0.4% engagement rate and #2 for comments.
- Also, McQueen appeared #11 on awareness and #16 on engagement which was driven by owned backstage content.
- Impressive TikTok results were achieved, especially for reach with (+3355%) and engagements (+960%).
- Total engagements were +12% across all channels vs last show.
- Total views for the show film on Kakao saw a staggering +760% increase.
- Overall key metrics for AW23 improved vs SS23 due to actioning key learnings from previous show.
Show Roles
- Lead the global livestream, ensuring the stream was successfully live across all channels.
- Managed TikTok creators (videographers) to shoot content at guest arrivals, ensuring to capture key celebrities and influencers so social-first content.
- Published pre, show and post social content. Aligning with global and APAC channels.
- Planned post-show rollout content with the aim to publish content immediately after show to ride out the show buzz.
TEASER
SHOW
First Sight
Spring/Summer 2023 Show - London
First Sight
First Sight searches for humanity and human connection. The eye is a symbol of that humanity, a register of emotion, an expression of uniqueness. The collection is designed to empower. Stripped back, dissected and focused on cut, drape and silhouette. With works of Hieronymus Bosch, at once dark and beautiful.
- McQueen ranked #4 on total interactions and #10 on comments.
- McQueen also ranked #5 for Weibo livestream, above Chanel, Saint Laurent and Louise Vuitton.
- McQueen had a good uplift and ranking (#10 on posts and #8 on comments), driven by local celebrities.
- Approximately 99% of McQueen impressions and engagements are driven by earned media.
- TikTok gained 267K views during the livestream (+97% vs Saint Laurent).
- The McQueen SS23 show film had stronger views than key competitors (+23% vs Burberry).
On Weibo:
#McQueenSS23# had 80.4M views and 532K engagements.
#FirstSight gained 53.1M views and 488K engagements.
Engagement rate was +2795 vs last show.
Shanghai livestream brought in +3.6% followers.
- Exceptional ranking based on owned interactions and comments, for SS23, comments voiced interest in the collection and how it reminded followers of the iconic designs from Lee.
- Teaser and show space content had strong performance (3.2M combined views).
Show Roles
- Show livestream across global and APAC channels, working closely with all the teams.
- Captured backstage content with models e.g. model cam for TikTok.
- Post-show social rollout, utilising content captured at the show from both internal and external teams.
TEASERS 
A series of videos focusing on the theme of the show.
SHOW SPACE
SHOW 
Spring/Summer 2023 Campaign
The women’s campaign celebrates strength and individually.
SS23 Women’s Campaign
Captured in a series of short films by Jonas Akerlund, featuring Sadie Sink, Naomi Campbell, Yseult, Mette Narrative, Pom Klementieff and Nyagua. The Alexander McQueen Spring/Summer 2023 women’s campaign celebrates strength and individuality.
Set in London, the backdrops are as powerful as the women themselves: from the brutal interior of an underground carpark to the iconic dome of Saint Paul’s Cathedral. Each star is immersed in their own world until all come together to form a formidable community in the final frame.
They are united in their strength of personality.
Key Takeaways
- Positive results across all KPIs vs previous campaign.
- Naomi’s campaign video organically achieved 1.8M views on Instagram, 1.7M on WeChat channel, 86K views on TikTok and 1.5K views on YouTube Shorts.
- The Sadie Sink videos gained 8M and 4M reach.
- Naomi videos were the high performing on TikTok, with the campaign video achieving 106.7K organic views and Q&A with 16.7K views.
TIKTOK CONTENTFun and engaging content was created for the SS23 campaign, where questions were asked to the stars featuring in the campaign series. Questions were surrounding key looks, super powers and London.
Social Media Management
Owned the 360 management of Global and APAC channels. From ideation, execution and publishing. Ensuring to create bespoke content for individual channels, in line with specific platform audience.
Social Media Channels Managed:
- TikTok
- YouTube
- Snapchat
- Red
- Line
- Kakao
Social Media Management
Global Channels
- Created clear processes for all social planning and approvals.
- Content planning for 5 days a week/1-3 posts per day for Instagram, Facebook, Twitter and TikTok.
- Proactive and reactivate social media engagement and reputation management on all social media platforms.
- Communicate educational, sustainability, HR, store openings, VIP dressings, new campaigns and shows on LinkedIn.
- Owned asset management. Ensuring assets are delivered in a timely manner and aligning with briefs.
APAC
China, Japan and Korea
- Day-to-day management of APAC channels and regional teams.
- Briefing in the teams for weekly messages, sharing content and writing copy.
- Developing social content plans for the regions and keeping up to date with the platforms and any changes/new features to keep social content interesting and elevated.
- Overseeing and guiding the APAC teams with weekly messages, sharing assets, producing copy to align with local languages, reviewing and approving posts
Content Creation
Produced and managed in-house content for all social channels.
Content Creation
Managed in-house content creation, working closely with the Art Direction, Production and Visual team for all all channels. Concepted and briefed in content for the team to create on-brand and on-trend content.
Hobo & Slash Bag
ASMR TIKTOK CONTENT
Atelier
MAKING-OF CONTENTContent follows the Design Team from start to finish, from paper dolls to garment construction.
Archive Storytelling
FESTIVE CONTENTLooks from the McQueen archive were dug out to create short videos featuring festive-inspired looks for TikTok and Instagram.
Videos focuses on a range of transitions and pace.
