Situation: Fast fashion is trendy, affordable and has emerged as the second largest polluter on our planet.

Leverage the power of leaned-in audience viewership to highlight Designers starring on Project Runway and give fans the opportunity to explore and shop their curated collections seamlessly online.

Objectives: Drive awareness and engagement

Bravo and Wells Fargo partnered to drive attention to the collections of the Project Runway Designers by giving viewers the ability to shop their curations in every episode. Powered by a seamless one-cart experience, fans simply scanned a custom QR code at the end of each episode to shop the runway looks in a custom digital shopping experience. By spotlighting the Designers and their craftsmanship, this partnership cultivated an appreciation for their artistry and intentionality countered the fast fashion model whose trend produces cheap clothes and cultivates excessive environmental damage. Turning the tables and wallets directly to the Designers, we drove smart attention to sustainability and support back to the art of fashion not the waste of it.

To capitalize on the moment of interest and inspiration from already leaned-in avid Project Runway viewers, at the end of the episode, a QR code would appear that viewers could easily scan to discover an array of products from the featured Designers on the show. This cultivated a seamless user journey, so fans wouldn’t have to go hunting for these products. The QR code was intentionally placed towards the end of the episode to allow inspiration to marinate as viewers watch, rather than interrupting the content or pivotal scenes.

For Season 20 of Project Runway (June 2023 – November 2023) we had placements cross-platform to create one cohesive and seamless user experience. On Linear, to build anticipation of the shoppable moment, we created a custom bumper that appeared earlier in the episode so fans know to get their phones ready in order to scan the in-show QR code at the end of the episode. Upon scanning, viewers would be taken directly to a shoppable microsite on digital where they could explore a multitude of products from Designers featured on the show. To further scale the opportunity, the QR code also ran on episodes once they launched on Peacock, for viewers re-watching or catching up.

Engagement: 55k Linear/Streaming Unique QR code scans

Reach: 55M Impressions

Shoppable Designer Products: 83