C&a Promo, Case study FASHION LIKE by DDB Sao Paulo

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FASHION LIKE

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Industry Apparel & Accessories Stores
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Ricardo Tronquini, Cristian Mazzeo
Art Director Marcelo Bruzzesi, Caio Cardoso, Rodrigo Ghiorzi
Copywriter Helio Marques, Flavio Reghini
Released May 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: C&A
Product/Service: C&A
Agency: DDB BRASIL
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: Gustavo Alves 'denis' (DDB Brasil)
Project Director: Cristiane Rojas (DDB Brasil)
Project Manager: Pedro Rais (DDB Brasil)
Project Manager: Joao Lopes (DDB Brasil)
Animation: Cricket Design Team (Cricket Design)
Animation: Marco Loschiavo (Cricket Design)
Media placement: Online - Creativity - May 7th
Media placement: Online - Coloribus - May 7th
Media placement: Online - Creativos On Res - May 7th
Media placement: Online - Advertolog - May 8th
Media placement: Online - Discovery News - May 7th
Media placement: Online - IG - May 18th
Media placement: Online - Meio E Mensagem - May 19th
Media placement: Online - Exame.com - May 18th
Media placement: Online - CCSP - May 18th
Media placement: Online - Gizmodo - May 7th

Summary of the Campaign
C&A offered a solution to a big problem among women: insecurity when shopping.
After all, what woman never wished for a little help choosing the right clothes?

We decided to offer our consumers help from a giant network of people.

We put the clothes of the new collection on Facebook. There, users could click on 'like' for the items they liked better.

These 'likes' were added up in real time on the hangers of the actual piece of clothing in the store, helping thousands of women in the difficult mission of choosing the ideal clothes.

In this campaign we were able to materialise the 'likes' on Facebook, altering the relationship between society and the online world. The 'likes' that were previously restricted solely to the Facebook environment, became a decisive selling factor for the consumers, which arose the curiosity of various important communication channels around the world.

The Situation
The choice to strengthen the collection via Facebook came not only due to the public’s great attachment to the site, but also due to the simple mechanics the network offers: the possibility of giving one’s opinion by simply clicking a button.

We created an application, which could be found on C&A fan page, that represented its new collection and allowed people to 'likes' the items they liked.

The 'likes' were tallied on hangers that held the items in the store making it possible for the consumers to get a real time update at the exact time they were making the purchase.

The Goal
The goal of the campaign was to help solve a big problem among women: uncertainty when shopping for clothes. After all, women love to get some advice when choosing an outfit. But we went further, providing them with advice from a gigantic network of people.

The results could be verified immediately right at the store where consumers were able to see how many 'likes' an item had before purchasing. That didn’t make the sale, but helped immensely as advice.

The Strategy
The goal of the campaign was to help solve a big problem among women: uncertainty when shopping for clothes. The strategy was to help women leave the store with an item that had already been endorsed by a great number of people, making their decisions much more appropriate since the item had already been 'screened and approved'.

For that we explored a habit that most women have, mainly when it comes to fashion: every woman loves to get some advice when choosing an outfit for herself or someone else.

Execution
The action started on Facebook through an application found on the C&A fan page. The app was launched on May 18th.

Three days later, after a viral video announcing the campaign was released, the items which already featured the number of 'likes' on the actual hangers were in the C&A flagship store at Iguatemi Mall in Sao Paulo.

After the items were featured in the store, the campaign went on for another two weeks both on Facebook and at the point of sale.

During the campaign, more than half of the inventory sold out, but the 'likes' were still being tallied in the application.

Documented Results
With this action we were able to materialise Facebook’s ‘likes’, changing the consumer’s relationship with the digital world. The ‘likes’ left their Facebook environment and became a sales argument at the C&A stores.

C&A not only offered a curatorial service, but it also gave power to woman to be fashion curators too.

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

In addition, we also acquired new fans in 20 different countries including all continents with the exception of Oceania.