Direct > Product & Service
FASHION LIKE
DDB BRASIL, Sao Paulo / C&A / 2012
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
The choice of leveraging the collection via Facebook was due not only to the large adherence by the audience, but also due to the simple mechanics that the social network offers: the possibility of expressing an opinion about something with the mere push of a button.Therefore, we created Fashion Like, an app made available on the C&A fan page, which introduced its new collection and allowed people to 'like' the clothes they appreciated the most, no matter where they were. Those 'likes' were counted in hangers at the store, providing consumers with a real-time 'curatorship' service, exactly at the decisive moment at the point of sale.
ClientBriefOrObjective
The action's purpose was to solve one of women's major problems: indecision while shopping. The strategy was to make women leave the store with clothes that had already been endorsed by a large number of people, making their decisions more correct due to a previous 'curatorship' service. To achieve that, we explored an already inherent habit among women, mostly when the subject is fashion: every woman loves opinions, whether when choosing clothes for themselves, or to help someone choose.
Effectiveness
Media investment (Facebook ads – April 19-22): R$ 18,000 Total times the subject was mentioned: 7,011Potential number of impacted people (sum of the followers and the ones that mentioned it): 8,872,606New fans between April and May: 82,510Views on 'Fashion Like' tab: 53,674Video views (YouTube): 65,273Blog posts, sites and content gatherers: 1,682Research results on Google: 1,050,000 In addition, we also acquired new fans in 20 different countries including all continents with the exception of Oceania.
Relevancy
Women's indecision when choosing clothes can be solved with opinions, as they are a type of endorsement. In order for opinions to explore a great network, nothing better than connecting women while shopping to opinions that could come from anywhere in the world. For that, we took the clothes of the new C&A collection to Facebook, a huge network of people in which giving opinions through 'likes' and comments is already a habit. C&A's proposal is to be a fashion curator; therefore, providing this service is relevant both for the brand and for consumers, because in addition to being related to the brand's value proposal, it also empowers women to become curators themselves.
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