We created #mindfcuk. Exploiting pareidolia: the connection our brain makes to perceive a meaning in an image when there is none, we created a bank of suggestive, shareworthy content for French Connection’s social channels Facebook, Twitter, Tumblr and Pinterest.

We found the rudest references in the most unlikely places, from a pocket on a blazer jacket to how a maxi dress sits on a woman’s back. But it was important to remember that this wasn’t about ‘Ooh Matron’ double entendres. We created a tone of sophisticated intelligence and a cool, clean look that stood out in all the clutter.

It’s early days but already we’re seeing that the Facebook content is being received very positively, generating on average 220 likes per post vs 60 FC average. And on Instagram the content is driving around 100 comments per post vs 10 FC average.

Indeed so far this is the most engaging social campaign that French Connection have ever created. Consumer feedback has been so positive to the campaign that French Connection have given #mindfcuk the ultimate endorsement: they’ve put it on a t-shirt!