Celebrating 25 years in the industry, Storm Models wanted to prove that social media is an effective and easy tool for scouting new talent as well as to increase their social fan base and make their brand relevant to them.
We created a Facebook photo competition app to find Storm’s next male and female model signing. Users could upload a photo of themselves or could be a Storm scout and upload a picture of someone else. A minimum of 25 votes per entry was the threshold for official placement in the competition. We had over 16,000 entries in the end. In addition to the social voting, we had an expert panel made up of Storm talent, management (Founders – Sarah Doukas and Simon Chambers) and leading scouts.
The story of the search unfolded across Storm’s social platforms including: Facebook, Twitter, Instagram, Pinterest, YouTube and on their Tumblr blog. We produced an online video series in cooperation with Hyundai, for the Storm YouTube channel. The web series included interviews with finalists and top models from Storm, exclusive footage shot behind the scenes in the agency as well as during London Fashion Week.
Over the course of the series Storm’s Facebook fanbase increased by over 40,000.
The #IAMSTORM campaign led to quarterly campaigns for Storm, starting with the Summer Selfie – currently in production.