Neiman Marcus Makes Some Noise at South by Southwest
Carving out a presence at SXSW is no easy task. Neiman Marcus did it with style thanks to a fashionista-focused strategy that mixed compelling content and cutting-edge music with digitally shareable experiences. The luxury-centric Make Some Noise activation ultimately drove $1.2 million in sales across Neiman Marcus’s online shops in just two days—60 percent of which came from new customers.
Through a partnership with Atlantic Records, 12 bands, a majority of which were female fronted, headlined each night of the event. Influential “noisemakers” in politics, business, fashion and food also took to the stage throughout the event, including Shiza Shahid, co-founder and global ambassador of The Malala Fund.
The inspirational experiences were all designed to be enjoyed and shared against a backdrop of “instagrammable tableaus,” like a slow-motion video booth that showered attendees in glitter, confetti and balloons, and a video painting wall where attendees used LED paint rollers to “paint” content and images projected on the activation’s walls. A Twitter Mirror also made its debut at SXSW, where guest “noisemakers” could take their pictures, write on the photos and then tweet them out from the Neiman Marcus handle. A fleet of on-fleek brand ambassadors brought the brand’s hottest looks to life inside an on-site showroom where attendees could get inspired to buy on digital look books. Cocktails, beauty bars and lush surroundings rounded out the vibe at this female-friendly oasis.
Make Some Noise really made some noise, generating 263 million earned media impressions—a 10-times increase from the previous year. It also outperformed the March average for retail/apparel engagement by 2.88 percent. Cha. Ching.