f&f: #summersos case study

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F&F #SummerSOS

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Summer fashion is a nightmare for consumers, particularly with the unreliable British weather 

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Few fashion brands have the depth in their collection to cover all eventualities... 

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... but F&F does 

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So we decided to put this confidence to the test - in real time 

The online fashion audience are highly engaged and actively seek style advice.

We decided to tap into this behaviour

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We created #SummerSOS to showcase F&F’s summer collection while driving product sales

We set up a real time catwalk to respond to the online community's fashion dilemmas

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For one day, Grazia Editor Angela Buttolph took over F&F’s Twitter feed

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A teaser video kicked off the campaign

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Channeling fashion dilemmas to Angela, with a team of models, makeup artist, videographer,

creative, designer, editor & community managers

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Responding to fashion issues with personalised style advice using

the F&F summer collection

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Delivering real-time content to the fashion community, using bespoke Vines

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With a production crew on site to create longer form video content

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Showing the methodology behind the selection of each outfit

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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

We Are Social We Are Social

The teaser video generated a huge 4,500 entries using the hashtag #SummerSOS

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With sales units of the product lines featured lifting +108% on the day of the campaign

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With many of the featured lines even selling out!

"#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

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