What Shoud I Wear? is a service powered by C&A that helps people choose the right look for each occasion. The project is a social platform with a collaborative network that answers fashion questions through the dialogue among people and rewards its users. Those with a question, ask. Those with tips, answer. And those who participate more get more social status. Our goal was to create a consistent service, to widen the brand’s reputation through this service and to spread the perception of innovation to the public. What should I Wear? is the first online service offered by a brand which is fulfilling the wider public’s need for personalized information. The idea had the capacity to captivate the public and generate a positive response, which is made clear by the amount of questions and answers and by the huge number of people who seek fashion information in the space we’ve created. In a fun, didactic and personalized way, the platform created a new way of transforming information into knowledge and generated a relationship of intimacy from C&A with its consumers.

We had a pre-launch phase in which we made available a landing page where people could send questions and receive answers from influential fashion bloggers. This phase worked to create expectation about the platform’s launch and to teach about its usage format.

A month later, with the complete version of the site online, we had already established a partnership with influential blogs that were encouraged to attract their audience to the platform. We placed interactive banners on these blogs, ran editorial features in the brand’s fashion catalogue and put in an appearance on C&A’s site, blog and Twitter.

What should I wear? already had more than one million Twitter users impacted. The project attracted the attention of 125 channels among fashion blogs that generated more than 3,500 comments. It had 7,300 questions asked and 12,800 answers that were consumed by 690,000 unique visitors.

It created intimacy and presence in the daily life of thousands of women in Brazil.