Hong Kong Young Fashion Designers' Contest (YDC) 2023
BRANDING | MARKETING CAMPAIGNS | FASHION SHOW PRODUCTION | PR | DIGITAL MARKETING
Hong Kong Young Fashion Designers' Contest (YDC) is organised by Hong Kong Trade Development Council (YDC) that served as a platform for Hong Kong's emerging fashion designers to shine and as a gate to the global fashion stage.
In my role, I planned the annual marketing plan and developed various promotional campaigns for the contest based on the annual promotional theme. I worked closely with various external creative studios to produce contents, including graphic designs, finalists’ portraits and interview videos, collections’ fashion films and editorial photo shooting, to show production to ensure a consistent tone of voice across all touchpoints.
YDC 2023 — Everything is Inspiration
'Everything is inspiration, what's yours?' is the promotional slogan for 2023. As inspiration is like fragments scattered everywhere to be collected and reconstructed into an idea with each unique aesthetic, it's personal and emotional. Thus, we used to this question to encourage the fashion designers to unbox themselves and embrace all possibilities with an open mind while YDC serves as the stage for their creativities and ideas to come true.
Phase 1 Call For Entry — Global Wild Posting
Collaborating with overseas and local creative production houses to execute the global wild poster project across London, Paris, and Hong Kong, as well as producing short videos and photo shooting to create contents going viral on social media.
Phase 2 Finalist Annoucement — Finalist Introduction & Concept Illustration
Producing this series of individual portrait shooting and interview videos in the aim of a more throughout and concrete explanation of designers' concepts and inspiration with the 3D-generated 'Inspiration boxes' to audience.
Phase 3 First Outfit Showcase — Fashion Film & Editorial Photo Shooting
Producing a collection of fashion films and editorial photos to showcase finalists' first outfit, serving as a series of promotional materials across all online and offline touchpoints.
Phase 4 Pre-event
HYSAN x YDC : SK818 — Fashion Free Mind
Collaborating with All Hong Kong Skateboards Association and Lee Gardens to produce Hong Kong’s 1st skateboarding x fashion show event, ‘SK818 — Fashion Free Mind’ on August 18, 2023. 10 skateboarders were invited as models to perform tricks in designers’ collections. More friends across fashion, youth cultures, and lifestyle sectors had shown support to the event with extensive media coverage across social media, including Instagram and Xiao Hong Shu.
Phase 5 Sponsorship — CASETiFY x YDC Collaboration
Collaborating with CASETiFT to produce a series of smartphone accessories by the designs of the 10 YDC 2023 finalists. Promotional video and photo shooting were produced on both show day and lauch day with external crews to align with the tone of communication for both CASETiFY and YDC.
Phase 6 Show Day — Show Production, Guest Invitation & Digital Marketing
YDC 2023 was successfully held at HKCEC on September 9, 2023, showcasing the ten promising young designers’ collections as a perfect conclusion for Centrestage, one of the Asia’s leading fashion events. 4 winners were picked with the international panel of industry professionals.
Publicity Value
Various ads and copies were created to reach a boarder audience and increase engagment across social media channels and website.
Attendance
+3,000 attendance
Viewership
+24,000 views
Total Circulation & AVE
+ 25,000,000
+ HK$16,200,000