F&F: #SummerSOS case study
-
Upload
we-are-social -
Category
Marketing
-
view
4.649 -
download
4
description
Transcript of F&F: #SummerSOS case study
![Page 1: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/1.jpg)
social we are
F&F #SummerSOS
![Page 2: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/2.jpg)
social we are
Summer fashion is a nightmare for consumers, particularly with the unreliable British weather
![Page 3: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/3.jpg)
social we are
Few fashion brands have the depth in their collection to cover all eventualities...
social we are
![Page 4: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/4.jpg)
... but F&F does
social we are
![Page 5: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/5.jpg)
social we are
So we decided to put this confidence to the test - in real time
![Page 6: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/6.jpg)
The online fashion audience are highly engaged and actively seek style advice.
We decided to tap into this behaviour
social we are
![Page 7: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/7.jpg)
social we are
We created #SummerSOS to showcase F&F’s summer collection while driving product sales
![Page 8: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/8.jpg)
We set up a real time catwalk to respond to the online community's fashion dilemmas
social we are
![Page 9: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/9.jpg)
social we are
For one day, Grazia Editor Angela Buttolph took over F&F’s Twitter feed
social we are
![Page 10: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/10.jpg)
A teaser video kicked off the campaign
social we are
![Page 11: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/11.jpg)
social we are
Channeling fashion dilemmas to Angela, with a team of models, makeup artist, videographer,
creative, designer, editor & community managers
social we are
![Page 12: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/12.jpg)
Responding to fashion issues with personalised style advice using
the F&F summer collection
social we are
![Page 13: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/13.jpg)
social we are
Delivering real-time content to the fashion community, using bespoke Vines
![Page 14: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/14.jpg)
social we are And personalised visual content
![Page 15: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/15.jpg)
With a production crew on site to create longer form video content
![Page 16: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/16.jpg)
social we are
Showing the methodology behind the selection of each outfit
![Page 17: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/17.jpg)
social we are
Results exceeded all KPIs with over 1.6 million people reached at a cost of £0.02 per person.
Cost-per-engagement was just £0.19
![Page 18: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/18.jpg)
We Are Social We Are Social
The teaser video generated a huge 4,500 entries using the hashtag #SummerSOS
![Page 19: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/19.jpg)
social we are
With sales units of the product lines featured lifting +108% on the day of the campaign
![Page 20: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/20.jpg)
social we are
With many of the featured lines even selling out!
![Page 21: F&F: #SummerSOS case study](https://reader034.fdocuments.us/reader034/viewer/2022051411/5472b894b4af9fbe0a8b5128/html5/thumbnails/21.jpg)
"#SummerSOS’s creative, personalised, content-led approach was perfect to deliver brand enhancing
experience underpinned by strong commercial results.”
Hannah Thomas, UK Online Marketing Manager, F&F
social we are