Department Store: "CINDERELLA CHOO" Promo / PR Ad by LOWE Brindfors

Category: Best Use of Social Media Marketing
Advertiser: NORDISKA KOMPANIET
Product/Service: DEPARTMENT STORE
Agency: LOWE BRINDFORS
Date of First Appearance: Sep 26 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Entry URL: http://www.sagolikskoprovning.se/
Creative Director: Villard/Bartholf (Lowe Brindfors)
Art Director: Lina Elfstrand (Lowe Brindfors)
Art Director: Pia-Maria falk (Lowe Brindfors)
Art Director: Julia Stenius (Lowe Brindfors)
Art Director Web: Joakim Norman (Lowe Brindfors)
Art Director: Rickard Villard (Lowe Brindfors)
Copywriter: Henning Wijkmark (Lowe Brindfors)
Account Supervisor: Pelle Holm (Lowe Brindfors)
Account Manager: Tina Lindkvist (Lowe Brindfors)
Typographer: Anette Söderberg (Lowe Brindfors)
Typographer: Mimmi Wägerth (Lowe Brindfors)
Flash: Daniel Isaksson (Lowe Brindfors)
Flash: Mani Sancho-Ortez (Lowe Brindfors)
Media placement: Facebook App - Facebook - 12 May 2009

Results and Effectiveness
The campaign spread quickly on fashion blogs. Every important blogger (from NK's point of view) told the Tale of the Lost Jimmy Choos. A high number of women tried on the shoe virtually. The campaign evaluation showed significant increases in awareness in the younger female target group. The winner recieved the complete pair of Jimmy Choos in front of a large crowd at NK. Then they lived happily ever after.

Creative Execution
Anybody interested in getting the whole pair of 1,600 dollar Jimmy Choos were directed from Facebook to a campaign site. Here they could try on the shoe virtually with their web camera. If the shoe fit you only had to write why you should win the shoe, the prince and half the kingdom (the overall campaign theme was Fairytale Creations, remember). The campaign lasted for seven days and seven nights. Replies came from all over the land – and finally the rightful owner could be announced.

Insights, Strategy & the Idea
NK is the premier department store in Stockholm, Sweden. The campaign theme of Autumn 2009 was Fairytale Creations. We wished to spread the message in social media that the latest fashion had arrived at NK. We wanted both women (25-35 years-old) and fashion bloggers to tell the tale of how a 1,600 dollar Jimmy Choo shoe had been found at the steps of the Royal Opera (after NK:s fashion show). Now it was looking for its rightful owner. And it did it on Facebook.