Presented by Regal Star Productions, Runway Supermodel Australia is a competition in which several aspiring models and talents compete for the title and a chance to begin their careers in the fashion and entertainment industry.
SHEIN Runway Supermodel Australia was held in Sydney’s iconic venue Paddington Town Hall on 16 October 2022 with the second event being held at the venue on 22 April 2023.
In 2022, Regal Star Productions engaged Milestone Creative to overhaul the sponsorship opportunities for the event, then source, negotiate and convert sponsors. We were then engaged to deliver influencer marketing campaign to bring awareness to the event.
We were contracted again in 2023 to manage influencer marketing.
In 2022, Milestone produced sponsorship packages, inclusions and costings, and developed a professional presentation for the acquisition of new sponsors for the event. Milestone was further engaged for sponsorship outreach, to acquire new sponsors and engage and activate beauty influencers for their event.
Milestone was re-engaged for the 2023 event to manage influencer marketing, retaining connections made in previous campaigns and keep previously engaged audiences engaged. Milestone’s sponsorship manager continues to work with the client on growing sponsorship opportunities.
The campaign in 2022 was a great success with both services providing exceptional value to the event. Large sponsors such as SHEIN and Polaroid jumped on board with SHEIN becoming the event’s title partner.
Micro-influencer, Bella Fernandes, provided quality content throughout the entire campaign and built a valuable partnership with Regal Star Productions.
The influencer campaign for 2023 saw us retain Bella Fernandes as a social influencer, who delivered five high quality videos posted on Stories, aimed at engaging like-minded fashion, lifestyle and model talent.
Partnering with SHEIN as the Naming Rights Sponsor gained credibility with the fashion industry, helped define brand positioning and provides considerable ongoing support to the event. Polaroid generously supplied merchandise to the event.
Influencer Marketing Results 2022:
We recommended working under specific verticals (modelling, fashion, beauty) to find influencers that align with the event and its audience.
We proposed nano- and micro-influencers because we wanted to focus on engagement and not reach – our goal was to drive traffic to the registration landing page.
The content was posted on IG stories since the objective was to receive link clicks, and these don’t work on static posts.
Bella Fernandes turned out to be the best fit for the brand and overall, was a successful partnership.The engagement rate on the IMTA Model & Talent Search comms was high: 3% (at least 188 sticker taps and 69 link clicks). On the firstIG story that was posted on her account, she received more than 10 DMs from aspiring models asking more about the event and wanting to register.
Her profile and comms aligned so well that the event owners chose her as the VIP co-host for the big night.
Influencer Marketing Results 2023:
In late 2022 Milestone Creative Australia were asked to source and appraise sponsors for Regal Star Productions and their 2023 Runway Supermodel Australia fashion competition – as well as find social media influencers who’d help to build brand awareness and push ticket sales through authentic influencer marketing.
Bella Fernandes was retained as the key influencer for the event and was tasked with providing 5 stories over a 3 month period leading into the event. The posts accumulated 4,144 organic impressions and 36 link clicks – which helped to push ticket sales and drive traffic to the Runway Supermodel pages.