Flair DM, Case study Fashiontag, 2 by Duval Guillaume Modem Antwerp

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Fashiontag, 2

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Industry Magazines
Media Direct marketing, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Strategic Planner Mattijs Devroedt
Released March 2011


Facebook Awards 2012
Winners - Gold Award

Credits & Description

Advertiser: FLAIR
Product/Service: WOMEN'S MAGAZINE
Date of First Appearance: Mar 12 2011
Entry URL: http://www.somethingdigital.be/cases/flair/fashiontag/
Creative Directors: Katrien Bottez/Peter Ampe (Duval Guillaume)
Copywriters: Peter Ampe/Mattijs Devroedt (Duval Guillaume)
Art Directors: Lander Janssens/Katrien Bottez (Duval Guillaume)
Account Director: Greet Wachters (Duval Guillaume)
Account Manager: Annekatrien Chielens (Duval Guillaume)
Strategic Planner: Mattijs Devroedt (Duval Guillaume)
Online Producer: Lander Janssens (Duval Guillaume)
Design Company: The Parking Lot (The Parking Lot)
Art Directors: Marlies Verschueren/Jan Neyens (The Parking Lot)
Production Company: S2 Media (S2 Media)
Media placement: Ad In Magazine - Flair - March 2011
Media placement: Flair Fashiontag Application - Facebook - March 2011
Describe the brief/objective of the direct campaign.
Women are always looking for inspiration
for their wardrobe and most of the time
they find this inspiration by looking at other
women. Women’s magazine Flair wanted
to do something with this insight.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of tagging people, you can tag
people’s clothes or accessories and ask
them where they got them. Flair introduced
this Facebook application on their
facebook page, where they can tap into
a fanbase of 17.000 people. It inspired
women with new ideas for their wardrobe
in a fun and easy way.
Explain why the creative execution was relevant to the product or service.
All fashiontags are displayed in a Facebook gallery, the best are published in the weekly magazine Flair. This way there is a constant interaction between the Facebook application and the magazine itself
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
35% more fans
One week after the launch, the Flair
facebookpage received 35% more
fans, rising from 17.000 to 23.000 people.
26% of all users of the fashiontag
shared the application with one or
more friends. Thanks to the fashiontag,
the overall rate of active users of the
Flair fanpage increased with 111%.