Project Runway was ramping up publicity for the launch of their new book: Project Runway: The Show That Changed Fashion by hosting a book signing and launch party in midtown Manhattan. ikonic was asked to coordinate a digital campaign to help generate interest and drive sales leading up to the launch event.

Project Runway: The Show That Changed Fashion – a voluminous book – is the ultimate source for all things Project Runway from insight into the casting process to behind-the-scenes interviews and stories about the spin-offs the show has spawned.

We were given exclusive access and tasked with creating content and campaigns to help generate interest and drive sales.


We created a 4-month social campaign and a contest awarding several lucky fans an autographed copy of Project Runway: The Show That Changed Fashion signed by Heidi Klum at the launch party. Our contest included securing cross promotions during Fashion Week, cultivating engagement between Heidi Klum and contestants, monitoring social mentions, cultivating awareness about the contest with key influencers, and building a microsite to host the campaign details.


We challenged Project Runway fans to tweet about their favorite moments from the show using hashtags to identify entries. Over 25,000 fans participated during the time leading up to the book launch.

The initiative blended digital content, social, and events to reach the audience, and brought to life the mystique of Project Runway. We deepened the relationship with fans and garnered notable book sales from the campaign.