French Connection had two brand problems. They had strong channels but they were siloed by different touchpoints which meant there was no consistency of messaging and therefore they were less effective. Secondly French Connection had lost the key brand value of rebelliousness and were seen to be a bit safe, they wanted to regain that rebellious and youthful feel and be more relevant to young people.
PEOPLE CENTRIC STRATEGY
We took an in-depth look at the social media savvy fashionistas that French Connection wanted to reconnect or begin a conversation with. We knew that this Millennial audience were more influenced by their peers than by brand advertising so we looked at what was the most prevalent way this target audience shared their fashion preferences and trends in order to influence each other.
We created the #canthelpmyselfie campaign that would give Millennials the ultimate social currency: professional selfies. We flipped the traditional fashion collection campaign on its head for French Connection, enabling the Millennial target audience to become the photographer, the model, the stylist and even the media owner.
Through a highly successful PR campaign we attracted reality stars from Made in Chelsea to attend the event at no cost. This gave us a platform of influencers to seed the campaign and added to the pull of the event.
We created a seamless, integrated phygital content experience which made our Millennials reappraise the brand. The participation aspect of the campaign and the single aligned ecosystem of channels made the campaign hugely successful. With no media spend to activate we achieved 4 million social impressions, 4,345 selfies taken and 545,558 votes cast.