Tag Archives: UK

French Connection launches in-store #selfie campaign

22 Apr

#canthelpmyselfie_press_small

French Connection is launching the “ultimate selfie challenge” in the UK this spring.

Kickstarting officially in London on April 24, the retailer is introducing a campaign called #canthelpmyselfie, inviting shoppers to snap pictures of themselves to create a live display of its seasonal collection in store windows.

Fans are invited to book an appointment via the website for a variety of stores around the country (starting in Regent Street this week before touring to five other cities including Manchester and Newcastle through May) – once there they will select their favourite pieces from the line to wear, indulge in  a mini makeover session and then jump into an interactive selfie booth to snap their photo for the whole high street to see.

Jon Carney, creative partner at digital agency Somewhat, which collaborated on the project, said: “Mobile and social channels are an essential part of how millennial consumers interact with brands, and especially how they can experience fashion brands. As consumers’ physical and digital worlds are increasingly converging and colliding, brands need to respond with campaigns that bridge both worlds seamlessly.”

The real-time “phy-gital” initiative, as its being referred to, simultaneously employs live engagement with passersby by inviting them to ‘vote’ for their favourite look by placing their hand in front of sensors in the windows. The best selfies selected will be in with a chance of winning a £1,000 shopping spree.

Oasis invites consumers to #springasmile with virtual good deed generator

18 Apr

SpringASmile1

Spring cheer is in the air over at Oasis just in time for Easter, with a new campaign encouraging consumers to undertake simple acts of kindness in a bid to make people smile.

The UK-based retailer has introduced a virtual good deed generator at springasmile.com that inspires users with ideas for things they could do through a slot machine-like experience. At the click of a button (spin), keywords like ‘buy’, ‘give’ and ‘make’ are surfaced in the left hand window, alongside ‘someone flowers’ through to ‘coffee for the next person in line’ on the right.

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Once achieved, the user is invited to nominate three friends to do the same via Facebook or Twitter before they receive a plaque stating what they’ve pledged. Oasis refers to this as the “perfect way to pay it forward and raise a smile amongst even the grumpiest of friends”.

The site also encourages users to revisit and upload a photo or video of their #springasmile in action into the “good deeds album”. All round, it’s a lovely and very sweet experience.

Side note – some of the early tweets around #springasmile come from employees at the company. If anyone thought this was a campaign just for external consumption you’d be wrong. The positive effect it’s seemingly had internally is impressive. One such comment: “Even though I had a crazy day and left 2 hours after eveyone else I had the best day! Can’t stop grinning :D… Thats when you know you’ve chosen the right career and you work for lovely people! #springasmile.”

Below too is what the head office therefore looked like this week (Image credit: @AmieMartin_). A winner through and through…

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eBay UK throws festive pop-up party for one of its one million Facebook fans

3 Jan ebay1-600x360

 

Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.

eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.

The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.

The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”

A great example of personal, real-world social marketing.

Dr Martens commits to digital with #firstandforever campaign

12 Aug

Dr Martens today unveiled a short film starring models Agyness Deyn and Ash Stymest as part of the brand’s new First and Forever campaign.

The spot, which features Deyn talking about her first heartbreak, aims to kickstart discussion in the social space about other ‘firsts’ – from first gigs to first loves, or in the case of those bloggers invited to the launch this afternoon, first fashion shows. Ultimately the intention is to push conversation around that first pair of Dr Martens.

Accordingly, it confirms the brand’s commitment to digital marketing.

Simon Jobson, head of UK marketing, said: “We understand the digitally-connected consumer is increasingly ad savvy. They are editing out linear brand messages that are not relevant to their lifestyles… therefore a lot of our activity going forward is based on digital and social media attitudes.”

He said the #firstandforever campaign (heavily promoted with its own hashtag) was built on the insight that consumers have a lot of love and goodwill for the brand. “Everyone has a first moment or experience they want to talk to you about,” he explained. “That memory or brand equity stays with consumers for a long time.”

That insight was channeled into a campaign that although significantly driven by beautiful and traditional creative, centres on inviting the consumer to interact. The film itself therefore is purposefully short to encourage fans to head to the site and learn more.

Created by integrated agency ODD, the campaign ties in with the Dr Martens way of life by focusing on the ideas of “self-expression, creativity, irreverence and pushing back against the status quo”, said Jobson.

He referred to it as “unmistakenly Dr Martens and unashamedly British”.

Alongside the film created by duo FRED&NICK, the campaign also includes a series of images (as below) shot by Gavin Watson, a photographer revered for his portraits of British youth subculture.

It launches for autumn/winter 2011/12, and will run for 18 months through to autumn/winter 2012/13, with fresh creative each season.

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La Senza launches shoppable lookbook on Facebook

19 May

UK lingerie brand La Senza has unveiled an interactive lookbook on Facebook, allowing shoppers to buy its summer 2011 swimwear line directly from within a film.

The initiative, a UK first, aims to assist the brand in reaching its target audience of 18-24 year old females.

Created by ad agency Karmarama, and shot in the style of a music video, the film (below) features six bikini-clad girls on a nudist beach in Malibu. As they emerge from the sea to the surprise of the nudists they are chased away by a lifeguard. They soon turn on him and wrestle him to the ground. The film ends with the words “Be Bold”.

Jono Holt of Karmarama, said: “We’re thrilled to be bringing the UK a Facebook first and offering La Senza customers a new and exciting way to shop”.

The accompanying soundtrack is Punching in a Dream by Naked and Famous.

It launches under the Club La Senza tab on the brand’s Facebook page today. Or you can watch it, here:

Debenhams unveils Beauty Club app

28 Apr

UK department store Debenhams has upped its mobile commitment with the launch of a dedicated beauty app for the iPhone.

‘Beauty Club’ offers reward card members a shopable experience alongside expert advice and tips. It follows on from the department store’s main app, which launched last autumn and has since seen over 400,000 downloads and sales in excess of £1m.

Simon Forster, online trading director for Debenhams said: “From long-lasting lipsticks to summer fragrances to face creams, our shoppers can now get their much-loved beauty products at just one finger touch. The app is about allowing to customers to shop with Debenhams whenever they want and from wherever they are.”

There is also a skincare consultation section, a fragrance finder and a “paint your nails’ page, where users can virtually try on varnish colours.

The app acts as a club card too, enabling members to collect, track and redeem points as well as be the first to hear about new products.

Through Debenhams TV, consumers can also watch the latest beauty videos with the ability to purchase straight from the films.

Republic signs up to Facebook Deals

21 Apr

UK high street retailer Republic has partnered with Facebook Deals to offer shoppers 20% discount in-store when they check-in through the app, according to Brand Republic.

Natalie Primus, head of social media at Republic, said: “We wanted to drive increased and repeat footfall by rewarding and incentivising our customers and Facebook Deals allows us to do this quickly and efficiently.”

The discount can be redeemed in stores in Manchester, Sheffield, Birmingham Leeds and London.

Other UK retailers signed up to the scheme include Debenhams and Benetton.

New Matalan ad orbits perfect spring day

8 Apr

This is a lovely video from UK discount retailer Matalan for spring/summer 2011.

Part of the store’s new ‘Feel Good Fashion’ brand campaign, it sees a series of models interacting with each other as well as their future selves as the camera continuously rotates on the same picnic scene.

With the title Forever Spring, the aim of the 60-second TV spot was to encapsulate the perfect everlasting spring day.

It was created by BBH and directed by Scott Lyon. Richard McGrann of BBH said: “We set out to make a fashion film that not only stands out, but gives the audience something new to spot each time they view it.”

The campaign is also running in print, while a second TV ad is due in the summer.

The soundtrack Plage by Crystal Fighters can be downloaded for free at Matalan.co.uk.

New Look launches m-commerce site

5 Apr

UK high street retailer New Look has unveiled its new m-commerce site.

Designed to encourage its users to have the confidence to buy from their phone, it focuses on offering both an engaging and a seamless transactional service.

It features a one-click checkout, high quality zoom, the ability to view and compare products in one, two or three columns, and social media integration.

The search is also refinable on the page, while users will be able to see whether the particular product they’re after is running low or out of stock.

Dom McBrien, e-commerce director at the store, says: “At New Look our aim is to offer customers an outstanding multi-channel experience. To do this we must offer an easy and convenient shopping experience through a multitude of channels.

“Research suggests that in 2012 access to the internet via smartphone devices will even supersede the desktop PC, so this is a clear opportunity.

“By offering a best-in-class user experience suited to the mobile shopper, we are confident that New Look will be the fashion brand of choice for the shopper, wherever they are.”

The site was created by mobile and digital communications agency Mobile Interactive Group (MIG). It utilises the latest developments in mobile technology including Javascript, CSS3 and HTML5.

ASOS on Groupon

9 Mar

Daisy Lowe on the cover of ASOS magazine

Remember Gap’s runaway success on Groupon last summer – a total of 441,000 sold ($25 for $50 voucher), worth just over $11 million.

Well, in the UK today it’s the turn of ASOS. For £9, shoppers get a £20 voucher to spend (55% discount).

At time of posting, upwards of 24,700 have already been sold. There’s 33 hours to go and the limit is set at 25,000, so hurry if you want a look in.

UPDATE: 29 hours to go, 31,000 sold, and the limit has been raised to 50,000.

441,000 Groupons were sold, bringing in a little more than $11 million.
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