FASHIONTAG, 1 by Duval Guillaume Modem Antwerp for Flair

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FASHIONTAG, 1

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Industry Publishing & media, Magazines
Media Digital, Interactive & Mobile
Market Belgium
Agency Duval Guillaume Modem Antwerp
Strategic Planner Mattijs Devroedt
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Social Media Marketing Bronze

Credits & Description

Advertiser/Client: FLAIR
Product/Service: WOMEN'S MAGAZINE
Entrant Company: DUVAL GUILLAUME BRUSSELS, BELGIUM
Advertising Agency: DUVAL GUILLAUME BRUSSELS, BELGIUM
Creative Directors: Katrien Bottez & Peter Ampe (Duval Guillaume Brussels)
Copywriters: Peter Ampe, Mattijs Devroedt (Duval Guillaume Brussels)
Art Directors: Lander Janssens, Katrien Bottez (Duval Guillaume Brussels)
Account Director: Greet Wachters (Duval Guillaume Brussels)
Account Manager: Annekatrien Chielens (Duval Guillaume Brussels)
Strategic Planner: Mattijs Devroedt (Duval Guillaume Brussels)
Online Producer: Lander Janssens (Duval Guillaume Brussels)
Design Company: The Parking Lot (The Parking Lot)
Art Directors: Marlies Verschueren, Jan Neyens (The Parking Lot)
Production Company: S2 Media (S2 Media)
Results and Effectiveness:
12 days after the launch Flair’s number
of Facebook fans doubled (+14,000).
The campaign was featured on 67 blogs,
it was also highlighted as a case for Facebook
Studio.
Creative Execution:
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.
Insights, Strategy and the Idea:
Women are always looking for inspiration
for their wardrobe and most of the time
they fi nd this inspiration by looking at other
women. Women’s magazine Flair wanted
to do something with this insight.