This was a fashion design storyline for a beloved icon in the Netherland's favourite soap series that would result in her creation of a real-life clothing line to be made available to the public. The 360-degree concept was to translate the glamorous lure of fashion and love for the TV character, into a rewarding, immersive experience for the audience. As the brand was fundamental in helping her to make her fashion-designing dreams a reality, the audience would journey with her, gaining affection, respect and affinity with the brand, along the way.

The campaign storyline was implemented over a 9 week period.

There was significant media attention in magazines, entertainment shows, and B2B media. The brand’s real life Head of Design made a guest appearance as himself. Nine brand moments were generated. Identspots enhanced the branded moment. Integrated posts on social media strengthened the storyline. A real-life catwalk event aired in the series, attended by celebrity vloggers and fashion icons, after which the Collection became available online and in 52 stores nationwide the following day. All sales were supported by POS material and the campaign image was exposed in all shop windows. The brand launched a national outdoor campaign on all train stations and highway billboards, with a huge campaign image displaying in the brand’s HQ to link back to the series. Meanwhile, several activities in the TV series App ran alongside to enrich the collaboration.

The collaboration received fantastic media attention via magazine interviews. Fashion influencers placed blogs on social media. Entertainment shows and fashion magazines wrote items about the campaign. An exciting brand promotion tempted consumers. The Catwalk episode was viewed over 2.1 million times and registered 1.2 million playstarts online. A 32.4% market share in the female target audience watched the episode, after which the daily sales for the brand tripled. The campaign achieved significant increase in brand store and webshop visits, with 5,000 people signing up for club membership. There was improved brand perception across a number of awareness indicators and feedback from extensive qualitative research was extremely positive. The Collection itself showed a rate of sales index at 220 compared to the benchmark.