C&A: "FASHION LIKE [video]" Direct marketing by DDB Brasil

Type of entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: C&A
Product/Service: C&A
Agency: DDB BRASIL São Paulo, BRAZIL
Advertiser C&A
Product C&A
Entrant DDB BRASIL São Paulo, BRAZIL
Type of Entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Title: FASHION LIKE
Advertiser/Client: C&A
Product/Service: C&A
Entrant Company: DDB BRASIL São Paulo, BRAZIL
DM/Advertising Agency: DDB BRASIL São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Ricardo Tronquini (DDB Brasil)
Creative Director: Cristian Mazzeo (DDB Brasil)
Copywriter: Helio Marques (DDB Brasil)
Copywriter: Flavio Reghini (DDB Brasil)
Art Director: Caio Cardoso (DDB Brasil)
Art Director: Marcelo Bruzzesi (DDB Brasil)
Art Director: Rodrigo Ghiorzi (DDB Brasil)
Project Director: Denis Gustavo Alves (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Producer/Project Manager: Pedro Rais (DDB Brasil)
Producer/Project Manager: Joao Lopes (DDB Brasil)
Animation: Cricket Design Team (Cricket Design)
Motion Designer: Marco Loschiavo (DDB Brasil)
Describe the brief from the client
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.

Creative Execution

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.


Describe the creative solution to the brief/objective.

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.


Describe the results in as much detail as possible.

Media investment (Facebook ads – April 19-22): R$ 18,000
Total times the subject was mentioned: 7,011
Potential number of impacted people (sum of the followers and the ones that mentioned it): 8,872,606
New fans between April and May: 82,510
Views on 'Fashion Like' tab: 53,674
Video views (YouTube): 65,273
Blog posts, sites and content gatherers: 1,682
Research results on Google: 1,050,000