PARTY FACTOR COLLECTION is a fashion collection where you can choose garments suited for various party activities with the help of social data. Garments from the collection were installed with specialised chipsets to gather various party information on clubs around Europe with the help of selected party influencers. The data from the club nights was analysed and translated into four party behaviours: Mingle Potential, Romance Potential, All Night Potential and Dance Potential. To help you find what garments suited your behaviour, the garments were displayed with their selected party potential in all stores in the targeted countries so you could easily know which garment suited your special needs.

The campaign had three steps: the teaser period (2-3 weeks) where we started to leak information in our own channels and via our influencers’ social channels.

The collection was launched in store and online on October 22, 2015, and had a campaign span between week 43-44. During this period we released the case movie about the experiment and how we collected the data, presented our tested garments on TVC, outdoor, online ads. Finally we revealed which garment had their chosen potential in store and on ginatricot.com. All garments had specially designed hang-tags to tell you more about each garment’s potential.

After the launch period we gathered information and reactions to share in Gina Tricot’s own channels. The influencers also shared their result and which garment they preferred the most.

The campaign started conversations in social media about different types of party behaviour and also created credibility towards women’s party behaviours. Fashion is a way to express yourself and with this campaign, we helped people find what suited their party personality.

Due to the great sales numbers we could actually see a change of behaviour within the procedure of buying party clothes. When we offered garments that suited your party behaviour, the online sale improved massively: DENMARK +86 %, SWEDEN +23 %, FINLAND+55 %.

The reach was also above all targets: Online Reach (W18-35): +90 %, TV reach (W18-35): SWEDEN 57 %, NORWAY 80 %, DENMARK 67 %, FINLAND 66 %.