PREMISE
The Met Gala, an annual fundraising event for the benefit of the Metropolitan Museum of Art’s Costume Institute in New York City, is also renowned for the eye-catching, over-the-top outfits worn by celebrities.
This year, it was Kim Kardashian who took “dressed from head to toe” quite literally in her all-black Balenciaga outfit.
This image triggered a series of creative flashpoints. The very next morning, the team decided to head down to our client Paya Lebar Quarter (PLQ) Mall.
IDEA
The idea was simple: let’s recreate Kim Kardashian’s now iconic Met Gala look, but a “low cost cosplay version” using the items sold by tenants at the mall itself. After 12 hours of quick touch ups and client approval, this is what the post looks like.
EXECUTION
We were quite pleased with the output, and it seemed like the public did too – reactions from the audience started pouring in. Fans were amused and praised the creative marketing and quick turnaround.
The viral trendjack started to get media coverage with Mothership, Must Share News, Coconuts, Yahoo News, TheSmartLocal, and Marketing Interactive all featuring our PLQ #MetGala2021 lookbook.
RESULTS
In just 48 hours, the post saw over 2K+ likes, 1,1K+ shares and 280+ comments on Facebook, while on Instagram it saw similar success, with over 2K+ likes and 1.8K sends/saves. On social media alone it reached over 300K people; combined with the media coverage, the campaign reached an estimated 1.2 million people.
What we’re trying to say is we slayed at trend jacking.