KEY LEARNING
RED ROOF INN WAS ABLE
TO DICTATE THE COURSE
OF ITS CAMPAIGNS BASED
ON EVENTS SUCH AS
FLIGHT CANCELLATIONS,
WHICH HAVE PROVEN TO
ALTER CONSUMER
BEHAVIOR
“THIS CAMPAIGN WAS REALLY ROOTED IN CONNECTING OUR
BRAND TO RELEVANT CUSTOMER SIGNALS AND DATA. THIS DATA
IS FREELY AVAILABLE. SO THE BIGGEST LESSON FOR MARKETERS
IS TO SIMPLIFY THE WAY THEY THINK AND CONSIDER THE
DATA/SIGNALS OUT THERE. HOW COULD THIS DATA BE USED?
WHAT KIND OF SIGNALS ARE THE CUSTOMERS SENDING?“ BRUCE WILLIAMS, DIRECTOR AND MEDIA PRACTICE LEAD AT 360I
“ONCE WE WERE SUCCESSFULLY
DEPLOYED, IT WAS DOWN TO WAITING
FOR THE FIRST STORM TO COME. THE
RELIANCE ON MOTHER NATURE CAN BE
UNNERVING. WE DIDN’T KNOW IF IT’LL
WORK PROPERLY AS WE DIDN’T HAVE A
CHANCE TO TEST IT. BUT IT WAS EXCITING
AS WELL!“ - BRUCE WILLIAMS, DIRECTOR AND
MEDIA PRACTICE LEAD AT 360I
THE
SCARECROW
CHIPOTLE MEXICAN
GRILL
AGENCY: Creative Artists Agency and Moonbot Studios
AWARDS: CANNES LIONS’ GRAND PRIX FOR
INTEGRATED, GRAND PRIX FOR PR
BACKGROUND
Chipotle Mexican Grill, Inc. is a chain of restaurants in
the United States, United Kingdom, Canada, Germany,
and France, specializing in burritos and tacos
BACKGROUND
The company has
released a mission
statement called Food
with Integrity, which
highlights its efforts in
using organic
ingredients, and serves
more naturally raised
meat than any other
restaurant chain.
THE CHALLENGE
To re-enforce the message ‘Food with Integrity’ and
fight the negative feelings towards big food restaurant
chains. Showcase Chipotle as a big player with a
greater agenda.
THE CHALLENGE
Ignite a conversation around
agricultural disciplines.
THE SOLUTION
Chipotle wanted people to understand their message and what
they’re about.“ – Angie Sun and Tony Fur from Creative Artists Agency
THE SOLUTION
The Scarecrow animation and app game
THE SOLUTION
The Scarecrow short film features a Fiona Apple cover
of the song "Pure Imagination" from Willy Wonka and the
Chocolate Factory. The video was released on YouTube
in October 2013.
THE FILM
THE SOLUTION
The call-to-action for the film
was to download the game. If
you were successful at
beating the game (which was
relevantly easy) you got a
‘buy one, get one’ coupon
that people could access
directly on their phone.
THE SOLUTION
The mobile game continues
the film’s story as players
help The Scarecrow correct
the wrongs committed by
Crow Foods.
THE SOLUTION
No paid media was used for pushing the YouTube film.
The game was seeded to gaming communities (with
some paid media).
An entertaining digital approached and clever pop
cultural influences (Fiona Apple, etc) made sure to
appeal to a large audience.
CASE FILM
THE RESULT
The Scarecrow franchise created a conversation about
food in popular culture generating over 614,000,000 PR
impressions.
THE RESULT
In its first month, The Scarecrow sparked 18.4 million
conversations across 17 social platforms with a 92.7
social sentiment score. For the first time, Chipotle
unseated Taco Bell as top social brand on the
Restaurant Social Media Index Top 250 list.
THE RESULT
Since launching, the film has reached over 12,500,000
YouTube views. Over 650,000 people have
downloaded the game, playing for an average of 5
minutes.
THE RESULT
The song debuted #32 on
Billboard's Streaming Songs
chart and reached over
13,000 purchases on
iTunes.
CRTICIZM
Some agricultural producers have responded angrily: all
farmers, they argue, care about their animals, and no
one keeps a cow in a metal box or injects a chicken with
green slime.
CRITICIZM
Funny or Die released a parody called “Honest
Scarecrow”, the same animation with new lyrics (“Pure
Imagination” to “Pure Manipulation”), reminding that
Chipotle is a “giant corporation,” tugging at our
heartstrings to make us buy burritos.
Writing in Salon, David Sirota criticized the film for using
vegetarian imagery to sell meat;
KEY LEARNING: HIGH QUALITY, ANIMATION
Successful storytelling is shaped by color, images,
videos, music, and words. The entertainment value has
to be extremely high! Animation is a great way to reach
a wide range of audience.
KEY LEARNING
Because of the access to
information people really do
care what a company does.
If your business is true to
your marketing it makes it a
lot easier to talk about.
KEY LEARNING : DIGITAL STORYTELLING
„The combination of telling the right story through PR and
pointing it to a right direction helps significantly. Not approaching
digital as a priority these days is a huge mistake.“ – Angie Sun and
Tony Fur from Creative Artists Agency
KEY LEARNING - MUSIC
„Music is one of the most
important elements out there.
Music resonates in pop culture.
Fiona Apple’s Pure Imagination
was a perfect song that
everybody knew and hadn’t
heard in a while. Fiona Apple
wasn’t too much out there or
commercialised at the time,
which allowed a certain
ownership in regards to that
style.“ – Angie Sun and Tony Fur
from Creative Artists Agency
KEY LEARNING - TESTING
„You can’t rely too much on
testing. You have to conserve
your creative point of view. It’s
really easy to lose sight of what
you originally tried to do when
you start testing.“ – Angie Sun and
Tony Fur from Creative Artists Agency
CONTENT MARKETING
(OR NATIVE ADVERTISING?)
.. OR SPONSORED CONTENT
DEFINITION
CONTENT MARKETING IS A STRATEGIC MARKETING TECHNIQUE OF CREATING AND
DISTRIBUTING VALUABLE, RELEVANT, AND CONSISTENT CONTENT TO ATTRACT AND ACQUIRE
A CLEARLY DEFINED AUDIENCE – WITH THE OBJECTIVE OF DRIVING PROFITABLE CUSTOMER
ACTION.
THE PURPOSE OF CONTENT MARKETING IS TO ATTRACT AND RETAIN CUSTOMERS
BY CONSISTENTLY CREATING AND CURATING RELEVANT AND VALUABLE
CONTENT WITH THE INTENTION OF CHANGING OR ENHANCING CONSUMER
BEHAVIOR. IT IS AN ONGOING PROCESS THAT IS BEST INTEGRATED INTO YOUR
OVERALL MARKETING STRATEGY, AND IT FOCUSES ON OWNING MEDIA, NOT
RENTING IT.
DEFINITION
IN CONTENT
MARKETING, YOU OWN
THE MEDIA. IT’S YOUR
ASSET.
IN NATIVE
ADVERTISING, YOU ARE
PAYING SOMEONE ELSE
TO DISTRIBUTE AND
(ULTIMATELY) OWN
YOUR CONTENT.
BRAND AS A PUBLISHER
DURING WORLD CUP 2014
SEVERAL BRANDS, INCL
SNICKERS SET UP
„BRANDED NEWSROOMS“
AND REACTED TO THE
EVENTS 24/7
BUSINESS OPPORTUNITY
ADVERTISERS SPENT $800M IN THE US LAST YEAR ON SPONSORED CONTENT
SUCH AS NEWS STORIES, ACCORDING TO AN ESTIMATE BY BI INTELLIGENCE.
WHILE THAT SUM IS TINY IN THE CONTEXT OF THE $170BN US ADVERTISING
MARKET,IT IS RISING FAST.
BUSINESS OPPORTUNITY:
FORBES
IN SEPTEMBER 2013, FORBES´S BRANDVOICE WAS GENERATING
20 PERCENT OF THE PUBLICATION’S REVENUE. AND THE OVERALL
MARKET FOR NATIVE ADVERTISING WAS GROWING AS WELL.
INTERACTIVE ADVERTISING BUREAU (IAB)
REPORTED THAT 66 PERCENT OF AMERICAN
AGENCIES AND 64 PERCENT OF MARKETERS
SAID THEY PLANNED TO SPEND ON NATIVE
DURING THE NEXT SIX MONTHS.
HOW MUCH SPONSORED CONTENT COSTS?
NYT´S T BRAND STUDIO CHARGES A PREMIUM — BETWEEN $25,000 AND $200,000
FOR THE PAID POSTS, ACCORDING TO CAPITAL NEW YORK. THAT FIGURE DOESN’T
INCLUDE PAID SOCIAL AMPLIFICATION OF PAID POSTS, WHICH TOMICH SAID THE
STUDIO BUYS ON FACEBOOK, TWITTER, AND LINKEDIN.
HOW MUCH SPONSORED CONTENT COSTS?
A $100,000 CAMPAIGN WITH BUZZFEED TYPICALLY
NETS 5 TO 10 POSTS FOR AN ADVERTISER,
ACCORDING TO JON STEINBERG, ITS PRESIDENT
AND CHIEF OPERATING OFFICER. BUT BUZZFEED
DOESN'T CHARGE ADVERTISERS ON A PER-POST
BASIS; INSTEAD IT CHARGES ADVERTISERS A
COST-PER-THOUSAND-IMPRESSIONS PRICE FOR
THE THUMBNAIL IMAGES AND "STORY UNITS" ON
BUZZFEED THAT TEASE THE BRANDED CONTENT
AND DRIVE PEOPLE TO THE POSTS.
CASE STUDY: MINI
MINI USA HAS HAD A PROGRAMME PARTNERSHIP WITH BUZZFEED SINCE 2012
ONE OF THE FIRST BUZZFEED PARTNERS WAS MINI USA, WHICH BECAME A PROGRAMME PARTNER
BACK IN 2012 AND WHICH HAS ITS OWN BUZZFEED PAGE 'MINI USA NOT NORMAL'. LISTS LIKE '25
PLACES, THAT LOOK NOT NORMAL, BUT ARE ACTUALLY REAL' OR '14 OF THE MOST BEAUTIFUL
ROADS IN THE WORLD' SHOULD CREATE INTEREST IN THE KEY MESSAGE 'NOT NORMAL'. BUZZFEED
ITSELF HAS LABELLED THE PARTNERSHIP AS A SUCCESSFUL CASE STUDY. ON BUZZFEED ALONE, THE
FIRST ARTICLES HAD MORE THAN BUZZFEED COO JON STEINBERG EXPLAINED THE100,000 LIKES,
WERE SHARED 35,000 TIMES AND WERE TWEETED 7,000 TIMES.
OBJECTIVE ON SLIDESHARE: "THE PRIMARY GOALS OF MINI’S SECOND COLLABORATION WITH
BUZZFEED WERE TO CONTINUE BROADENING AWARENESS FOR THE BRAND SLOGAN 'NOT NORMAL',
EMOTIONALLY ENGAGE WITH ITS AUDIENCE, AND ENHANCE PERCEPTION OF MINI AS A FUN BRAND."
HIGH-QUALITY PICTURES, SEEN AS AN ANIMATION RATHER THAN REAL LIFE, EMPHASISE THIS KEY
MESSAGE.
• HTTP://WWW.BUZZFEED.COM/MINIUSANOTNORMAL
CASE STUDY: ORANGE IS THE NEW BLACK
HTTP://PAIDPOST.NYTIMES.COM/NETFLIX/WOMEN-INMATES-SEPARATE-BUT-NOTEQUAL.HTML?_ R=0#.VK4LJFMUFEG
CASE STUDY: VIRGIN MOBILE
WHILE SHAREABLE HIGH QUALITY CONTENT IS CENTRAL TO BUZZFEED’S BUSINESS
MODEL AND ITS PRIMARY DRIVER OF TRAFFIC, NATIVE ADVERTISING OFFERS IT’S
GREATEST REVENUE STREAM. ACCORDING TO A BUZZFEED CASE STUDY, A VIRGIN
MOBILE CAMPAIGN INVOLVED BUZZFEED CREATING A 24/7 NEWSROOM – 190
PIECES OF “INTERESTING, TIMELY, AND BRAND-RELEVANT CONTENT ALIGNED
WITH POP CULTURE”. THE WORK SAW 9.7 MILLION TOTAL ENGAGEMENTS IN 2012,
LESS THAN HALF (4.7 MILLION) OF THOSE WERE PAID WHILE THE REMAINING 5
MILLION WHERE EARNED.
HTTP://WWW.BUZZFEED.COM/VIRGINMOBILELIVE/THE-WORST-THINGSTO-EVER-HAPPEN-ON-A-PHONE?B=1#.RNOWP9QBQ
CASE STUDY: UNILEVER IN THE GUARDIAN
HTTP://WWW.THEGUARDIAN.COM/SUSTAINABLE-BUSINESS/PARTNERZONE-UNILEVER
CASE STUDY:
MAIL ONLINE
+ UK HOME
OFFICE
ADVOCARD LEGAL EXPENSES
INSURER
6% MARKET
SHARE
230 EMPLOYEES
“TO BEGIN WITH, INSURANCE COMPANIES
ARE SO BORING! USUALLY THEY ARE
TALKING ABOUT THEMSELVES, BUSINESS
DEVELOPMENT AND THEIR NEW PRODUCTS.
NOBODY OUTSIDE ISN’T REALLY
INTERESTED IN THIS.“ - MIRKO KAMINSKI,
CEO AT ACHTUNG! GERMANY
ENSURE
WIDESPREAD MEDIA
COVERAGE IN
GERMANY
“OUR IDEA WAS NOT TO TALK
ABOUT INSURANCE RATES AND ALL
THAT BORING STUFF. LEGAL
EXPENSES IN INSURANCE ARE
THREE STEPS AHEAD IN
BORINGNESS! LETS INSTEAD TALK
ABOUT A TOPIC, WHICH INVOLVES
MILLIONS: DISPUTE-CONFLICT
BETWEEN PEOPLE. THIS IS A
SOURCE FOR CONTENT AND
STORYTELLING.“- MIRKO KAMINSKI,
CEO AT ACHTUNG! GERMANY
SOLUTION
“GERMANY’S
BIGGEST
LITIGATION
ATLAS”
MORE THAN 1,000,000 LAWSUITS ANALYSED
“WE DECIDED TO MAP THE
CONFLICT CULTURE IN
GERMANY FOR THE FIRST TIME.
AND IT REALLY WAS A LOT OF
WORK, BECAUSE WE HAD TO
ANALYSE THE CLIENT’S DATA
AND COMBINE IT WITH DATA
FROM THE EXTERNAL
SOURCES: ADMINISTRATION,
UNIVERSITIES, ETC.“ – MIRKO
KAMINSKI, CEO AT ACHTUNG! GERMANY
THE ATLAS WAS HOSTED ON
ADVOCARD’S WEBSITE.
ONLINE NEWS PLATFORMS
INTEGRATED THE ATLAS
INTO THEIR WEBSITES.
GEO-SPECIFIC
INFORMATION TO
CONTACT
REGIONAL MEDIA
CASE FILM
RESULTS
FOR SALES PEOPLE –
A STRONG NEW ARGUMENT
FOR SALES
A TOTAL OF 850
MENTIONS IN PRINT
(FRONT COVERS OF
VARIOUS DAILY
NEWSPAPERS), ONLINE,
TV, RADIO AND SOCIAL
MEDIA
TOTAL REACH OF PRINT, TV,
RADIO: 105 MILLION
EXCLUSIVE PREVIEW IN BILD,
GERMANY’S BIGGEST DAILY
NEWSPAPER
EVERY REGION GOT A
KNOWLEDGE OF HOW
THE LOCAL INHABITANTS
HANDLE CONFLICT
“ADVOCARD CHANGED ITS MINDSET REGARDING COMMUNICATION.
THEY WENT FROM TRADITIONAL TO
INNOVATIVE. WE JUST RELEASED A
NEW PROJECT TOGETHER: A
CONTENT PLATFORM REGARDING
DISPUTES.“ – MIRKO KAMINSKI, CEO AT
ACHTUNG! GERMANY
KEY LEARNING
TALK ABOUT A TOPIC, WHICH INVOLVES
MILLIONS
“DON’T COMMUNICATE YOUR INTERESTS,
COMMUNICATE THE ONES THAT THE SOCIETY
ACTUALLY CARES ABOUT! WHAT ARE THE TOPICS
FOR BOOKS AND BLOCKBUSTERS? AND IF THERE
IS A PROBLEM, MAYBE I CAN DELIVER A
SOLUTION? PROVIDE INFORMATION OR
DESCRIPTION DATA.“ – MIRKO KAMINSKI, CEO AT ACHTUNG!
GERMANY
IN 9 MONTHS
ANOTHER
INSURANCE
COMPANY
DISTRIBUTED A
PRESS RELEASE
REGARDING THE
SAME TOPIC…
“SOMETIMES YOU HAVE
TO CREATE ALMOST A
NEW PRODUCT AROUND
THE MANIFESTATION OF
THE BRAND. IT HAS TO BE
SOMETHING VERY
TANGIBLE. “ – MIRKO KAMINSKI,
CEO AT ACHTUNG! GERMANY
“NEXT TIME: I
WOULD SUPPORT THE
CAMPAIGN WITH
MORE PAID MEDIA.
NEXT TIME WE WILL
NOT HOLD BACK ON
PAID MEDIA AND
PLAY IT IN A BIGGER
WAY. “ – MIRKO KAMINSKI,
CEO AT ACHTUNG! GERMANY
ALLIANZ
REAL LIFE
2015
ALLIANZ IS EUROPE’S BIGGEST
INSURANCE PROVIDER.
OGILVY PARIS CREATIVE DIRECTOR BAPTISTE CLINET :“ ALLIANZ FRANCE IS
PERMANENTLY INNOVATING IN SERVICES, SO WE WANTED TO
ILLUSTRATE THIS DIVERSITY WITH PLAYFULNESS. USING REAL LIFE,
ALLIANZ IS BECOMING A CONCRETE SERVICE THAT EVERYONE CAN
IDENTIFY WITH”
INSIGHT: AS AN INSURANCE BRAND
HOW WOULD YOU MAKE THE
COMMUNICATION AROUND YOUR
SERVICES ENGAGING?
GOOGLE STREET VIEW HAS
CAPTURED REAL LIFE FUNNY
SITUATIONS, WHICH ARE OFTEN
DIRECTLY LINKED TO INSURANCE
AS AN AFTERMATH.
CHALLENGE:DEMONSTRATE
THAT THE BRAND IS INSURING
PEOPLE TO FACE EVERYDAY
SITUATIONS
RESULTS:
MORE THAN 400,000 VISITORS ON THE ALLIANZ REAL LIFE
WEBSITE (13 TIMES WHAT ALLIANZ USED TO HAVE);
SOCIAL INTERACTION ON FACEBOOK INCREASED BY 700%;
THE REQUEST FOR SERVICE ESTIMATE DURING THE CAMPAIGN HAS
BEEN MULTIPLIED BY 4; ROI:500,000 EUROS OF EARNED MEDIA
(INVESTMENT OF 35K EUROS);
REXONA MOVE:
SWEAT TO
CHANGE LIVES
REXONA (UNILEVER)
AGENCY: LOWE & PARTNERS MALAYSIA
AWARDS: GOLD AT DRAGONS OF ASIA 2014; 2 X SILVER AT LOYALTY +
ENGAGEMENT AWARDS 2014: SOUTH EAST ASIA; 2 X BRONZE TAMBULI ASIAPACIFIC 2014;
BACKGROUND
Rexona is a deodorant
brand manufactured by
British-Dutch company
Unilever.
BACKGROUND
On a regional level, Rexona is
building its campaigns around
the ‘DO MORE’ slogan.
BACKGROUND
Rexona for Women
operates in a category
where it is a market leader
with over 40% share.
However the category
penetration is stagnant at
50% & category is growing
at 3% p.a.
BACKGROUND
Temperature in Malaysia
varies a little from season
to season since it is close
to the equator. It remains
hot enough all through the
year with the average high
of 28°C -32°C.
BACKGROUND
Despite the hot
climate women
aren’t still using
deodorant on a
daily basis…
BACKGROUND
“Malaysians culturally are very community driven. A trend even
pronounced in the current younger generation where they
naturally gravitate towards initiatives that have a Do Good aspect
about them.
Vis-a-vis global average, Malaysians lead interns of supporting
initiatives that provide Profit+Purpose.“ – Mazuin Zin, Managing
Director at Lowe Malaysia
BACKGROUND
Despite the country’s
remarkable growth, UNICEF
Malaysia reports that some
600,000 children under 15 years
still have insufficient access to
basic necessities such as quality
education, good healthcare, and
a safe environment.
BACKGROUND
Therefore, Rexona is enforcing its commitment to
empowerment by lending a helping hand to the less
fortunate children of the country.
THE CHALLENGE
Increasing usage amongst
the current converts of
deodorants.
THE CHALLENGE
“Since the primary target is Malay
[Muslim] women (70% of the population),
there was a cultural perspective to the
whole thing.
1: Malay women are very hygiene
conscious, however they use other
proxy’s like perfumes etc to keep
themselves fresh
2: This over conscious behaviour
towards hygiene gives them a perception
that they don’t sweat [smell] so much
and hence the need for deodorant is for
those special occasions only.“ – Mazuin
Zin, Managing Director at Lowe Malaysia
THE CHALLENGE
Add a ‘social purpose’ to
the campaign.
THE CHALLENGE
Mazuin Zin, Managing Director, Lowe
Malaysia: "Our
audience is the
Malay woman aged 18-30.
She is socially astute and
brand-aware, and there is
more to her purchasing
decision than simple vanity.
90% of Malaysians believe
brands should address
societal issues. With this
campaign, female consumers
can choose to vote with their
wallet, and their active time,
to do social good."
THE SOLUTION
Using a mobile app, social media and microsite, smartand non-smart-phone users can register and Sweat to
Change Lives.
THE SOLUTION
The campaign encouraged women to sweat for a
common cause of helping 13 shelter homes for
underprivileged children across Malaysia.
THE SOLUTION
They connected
these shelter
homes with one
10,695 km long
Interactive Social
map across the
length of Malaysia
and invited women
to cover this virtual
distance.
THE SOLUTION
Rexona would contribute a ringgit for every 1 Km
covered on the virtual map. Women had to download
this motion-displacement app.
THE SOLUTION
Every movement spent
walking, running,
dancing, cycling will be
converted into
kilometres by the app
or can be logged
online.
THE SOLUTION
The map and Twitter feed
show who is running at that
moment, rewarding
champions with badges
and allowing participants to
post photos and interact.
CASE FILM
https://www.youtube.com/watch?v=4AxENptEaHM
RESULTS
The campaign created
an above average 10
minutes per day, per
user engagement with
users for a period of
over three days.
RESULTS
Besides the set target of
10,695 Km was achieved
within first 20 days, and
since have been done 40
times over.
RESULTS
Plus registering a 20% M-O-M sales
increase, and a 6.7% net YOY sales
increase in a category growing at
3% per annum.
# TWEET IT!
• Malaysian men are
even lesser into
deodorant use, unless
they are in the mating,
grooming younger
segment where attitude
towards deodorant is
still positive.
KEY LEARNING
Rexona’s
campaign didn’t
force people to
take up direct
sports activity. It
was flexible to daily
habits, which
undoubtedly made
it more attractive to
users.
KEY LEARNING
Unfortunately the app isn’t long living meaning the postcampaign spike in sales might be temporary. Good
branded apps need to be sustainable and tweaked on a
regular basis.
“The app interestingly thanks to
its concept was used even after
campaign finished, as we clocked
over 40 times the initial set
distance. However due to its
nature of Sweat to change lives [1
RM= 1 KM] commitment it loses
its meaning post the campaign.“ –
Mazuin Zin, Managing Director at Lowe
Malaysia
#summerSOS
F&F
AGENCY: WE ARE
SOCIAL UK
SOCIAL BUZZ
AWARDS 2014
BACKGROUND
F&F IS TESCO’S IN HOUSE FASHION
BRAND. F&F IS AVAILABLE IN 22
COUNTRIES AROUND THE WORLD
MAIN COMPETITORS: BOOHOO, MISSGUIDED AND PRETTY LITTLE
THING (AFFORDABLE FASHION BRANDS ONLINE). F&F IS TRYING TO UP
THEIR CREDIBILITY MAINLY THROUGH ONLINE CHANNELS, BECAUSE
OFFLINE THEY’RE STILL IN TESCO STORES.
“INTERESTINGLY, IN EUROPE F&F ARE STANDALONE
RETAIL STORES, BUT IN THE UK, THEY WERE ACTUALLY
BORN OUT OF TESCO. WE STILL STRUGGLE A BIT WITH THE
FACT THAT OUR CONSUMERS SEE US AS A SUPERMARKET
RETAIL BRAND INSTEAD OF A CREDIBLE FASHION BRAND.“
- LISA HARDY, ACCOUNT DIRECTOR AT WE ARE SOCIAL
EVERY SEASON,
THE BRAND
LAUNCHES A
SPECIAL
COLLECTION.
PEOPLE ARE CONSTANTLY ASKING FASHION ADVICE
ON SOCIAL MEDIA
“WE LOOKED AT THE ONLINE CONVERSATIONS
AROUND SUMMER FASHION. OUR AND OUR
COMPETITORS’ AUDIENCE WAS ASKING A LOT OF
QUESTIONS ON SOCIAL MEDIA: HOW TO STYLE
DIFFERENT ITEMS; WHAT ARE THE CURRENT
TRENDS; WHAT WORKS FOR FESTIVALS; ETC.
THERE ARE MANY PEOPLE WITH SUMMER FASHION
DILEMMAS OUT THERE. THAT WAS SOMETHING WE
WANTED TO TAP INTO.
THE SECOND INSIGHT WE LEARNED THROUGH
REFLECTING: OUR AUDIENCE LIKES SNACK-ABLE
THINGS. WHATEVER WE WERE GOING TO PUT OUT
THERE HAD TO BE QUICK AND EASILY
DIGESTIBLE.“- LISA HARDY, ACCOUNT DIRECTOR AT WE
ARE SOCIAL
CHALLENGE
CREATE A CAMPAIGN TO HIGHLIGHT THE
UPCOMING SUMMER COLLECTION AND
DRIVE SALES (BARING IN MIND THE
BRAND’S REPOSITIONING AMBITIONS)
SOLUTION
#SUMMERSOS LIVE CATWALK
F&F TEAMED UP WITH FASHION
EXPERT, ANGELA BUTTOLPH
“WE GOT A FASHION STYLIST
INVOLVED, WHICH HELPED US TO MOVE
AWAY FROM THE ‘SUPERMARKET
BRAND’ IMAGE. EXPERTS ADD FASHION
CREDIBILITY. ANGELA BUTTOLPH IS
VERY RESPECTED IN THIS AREA.“
LISA HARDY, ACCOUNT DIRECTOR
AT WE ARE SOCIAL
A TEASER VIDEO
“WE SET UP THE CATWALK AT F&F AND
HAD ANGELA ANSWERING OUR
COMMUNITY’S FASHION DILEMMAS
DURING THAT DAY. THE QUESTIONS WERE
SENT IN VIA TWITTER USING OUR
#SUMMERSOS HASHTAG. ANGELA
RECEIVED THE DILEMMA AND
ACCORDINGLY STYLISED THE MODEL.
THEN SHE’D DIRECTLY ADDRESS THE
PERSON WHO ASKED THE QUESTION AND
SEND THEM A PERSONALISED VINE
SHOWCASING THE STYLING.“ - LISA HARDY,
ACCOUNT DIRECTOR AT WE ARE SOCIAL
TO GET INVOLVED IN THE EVENT, USERS SIMPLY
HAD TO TWEET THEIR SUMMER STYLING DILEMMA
WITH #SUMMERSOS
THEY HAD A CHANCE TO NOT
ONLY GET A PERSONALISED
VINE OR PHOTOGRAPHED
IMAGE, BUT ALSO RECEIVE A
£50 VOUCHER TO WIN
THEIR OUTFIT
THE BEST VINES WERE
ALSO PROMOTED OUTSIDE
THE COMMUNITY TO
GARNER FURTHER
AWARENESS OF THE LIVE
EVENT
SOME LONGER FORM VIDEOS WERE
SHARED ON F&F’S YOUTUBE CHANNEL
“A LOT OF BRANDS ARE USING THE SHOP-ABLE VIDEO CONCEPT. YOU
CAN CREATE A NICE PIECE OF VIDEO CONTENT AND PEOPLE CAN CLICK
DIRECTLY ON THE PRODUCT TO BUY IT ONLINE. IT’S BECOMING MUCH
MORE COMMON. WE USED IT FREQUENTLY WITH F&F. THE ONLY
RESTRICTION COMES WITH MOBILE, THEY DON’T WORK ON MOBILE.
OBVIOUSLY THE GROWING MOBILE USAGE BECOMES AN ISSUE IN THIS
CASE. YOU CAN ADD LINKS TO DESCRIPTIONS TO GET AROUND IT. “ LISA HARDY, ACCOUNT DIRECTOR AT WE ARE SOCIAL
BEHIND THE SCENES
RESULTS
THE TEASER VIDEO
RESULTED IN 4,500
ENTRIES.
OVER THE CAMPAIGN F&F’S
TWITTER ENGAGEMENT RATE
WAS 65% HIGHER THAN
TWITTER’S EUROPEAN
BENCHMARK.
THE SHOP-ABLE VIDEOS RECEIVED A TOTAL OF
OVER 215,000 VIEWS ON YOUTUBE WITH
AROUND 9,000 CLICK-THROUGHS TO THE F&F
ONLINE STORE.
UNIT SALES OF THE
PRODUCT LINES
FEATURED LIFTED
+108% ON THE DAY
OF THE CAMPAIGN,
WITH MANY
FEATURED ITEMS
SELLING OUT
KEY LEARNING
“USUALLY PEOPLE WANT TO SEE A FULL LOOK. THEY
DON’T HAVE THE INTENTION TO BUY ONLY ONE ITEM
BECAUSE THIS INVOLVES DILEMMAS. IT’S MORE ABOUT
CONSTRUCTING A FULL OUTFIT. THAT IS WHERE THEY
NEED PROFESSIONAL HELP. FROM A BRAND’S
PERSPECTIVE, THEY GET MORE OUT OF THE VIDEO IF
MORE ITEMS ARE FEATURED AT ONCE.“- LISA HARDY,
ACCOUNT DIRECTOR AT WE ARE SOCIAL
“OBVIOUSLY, THE MODEL IS IMPORTANT. THE EDITORIAL
TEAM IS TRYING TO USE MORE AND MORE CELEBRITIES. THE
COSTS ARE NATURALLY HIGHER. ALTHOUGH YOU MIGHT GET
MORE PR THAT WAY, OFTEN HAVING A RIGHT-LOOKING
MODEL CAN BE JUST AS EFFECTIVE. IT DEPENDS ON THE
SITUATION.“- LISA HARDY, ACCOUNT DIRECTOR AT WE ARE SOCIAL
“THE SUCCESS CAME DOWN TO
THE FACT THAT THE CAMPAIGN
WAS BASED ON AUDIENCE
BEHAVIOUR. WE ANALYSED THEIR
NATURAL BEHAVIOUR AND DIDN’T
TRY TO PUSH THEM INTO
SOMETHING. THEY WERE ALREADY
ASKING THESE QUESTIONS AND
JUST WAITING FOR SOMEONE TO
ANSWER THEM.“- LISA HARDY,
ACCOUNT DIRECTOR AT WE ARE SOCIAL
THE CONTENT WAS
SMALL AND SNACKABLE. THE 7-SECOND
VINE CONCEPT GAVE IT A
SENSE OF URGENCY
PURCHASE. THIS HELPED
WITH THE SALES.
IN TERMS OF F&F TRYING TO
UP THEIR FASHION
CREDIBILITY, USING A
FASHION EXPERT WAS A GOOD
MOVE.