CONTENT MARKETING: a footwear tradeshow live on the web

Twice a year GDS reports on the latest trends in the footwear and accessories industry. To ensure that retailers also receive news between the two events, we have developed an “owned content” strategy for the trade fair. An editorial B2B website provides retailers with the latest news on footwear in English and German. The idea has been implemented by our editorial team in Düsseldorf together with freelance authors in the most important fashion cities worldwide.

During GDS we then switch the editorial website to live operation. Fashion shows, product presentations and panel discussions are shown on the site via a Twitter Box, and a team of 12 reporters provide real-time information on all the events held at GDS. Fashion shows can be viewed live on Facebook and Instagram, and minutes later the first picture galleries can be found on the website. Soon afterwards the first videos of the shows are placed online.

Client: Messe Düsseldorf, GDS


Cases: STYLE