How Dior Turned a Fashion Show Into a Lasting Brand Moment

The Challenge

Dior’s Cruise show in Los Angeles was a major cultural moment for the House, but fashion shows generate intense attention within an incredibly short window.

The challenge was turning that spike in interest into something longer-lasting. Dior needed to build anticipation before the event, maximize participation during the show and sustain interest afterward, while creating a measurable path from cultural engagement to genuine interest in the newly debuted collection.

Rather than treating those as separate campaigns, Code3 and Dior set out to turn the entire event into one connected consumer journey.

The Action

Code3 partnered with Dior to build the campaign around three phases: anticipation, participation and continued engagement.

Ahead of the show, Meta Reminder Ads and Moment Maker helped Dior build awareness and an engaged audience before the first model stepped onto the runway.

Then came the show itself. Dior became the first luxury advertiser to activate Meta’s new Instagram Livestream advertising product, allowing the House to bring one of fashion’s most exclusive experiences directly to consumers at scale.

But the strategy didn’t end when the livestream did.

Post-show engagement campaigns amplified Dior’s highlight content and kept audiences interacting with the brand’s organic Instagram presence. Lead Generation campaigns then captured interest from consumers eager to shop the Cruise collection, creating a high-intent audience Dior could re-engage when the collection officially launched.

Together, the three phases turned a single live event into a connected journey spanning awareness, real-time participation and future demand.