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House Of Fraser

House Of Fraser Bafta 2016

How House of Fraser’s ‘View from the Red Carpet’ opened up one of London’s most exclusive events, the television BAFTAs.

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With awards ceremonies such as the BAFTAs remaining extremely exclusive and only 19% of shoppers taking shopping inspiration from the red carpet, we needed to democratise the event, making it accessible to our everyday audience.

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Social media became our platform for delivering HoF’s ‘View from the Red Carpet’. Beautiful SlowMo videos of the night’s biggest stars were seeded across Instagram, sponsored #BAFTAStyle trended on Twitter nationally and we became the UK’s first retailer to have a Snapchat lens, transporting users onto their very own red carpet.

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The campaign saw traffic to BAFTA content and products up 738% YOY, whilst overall Occasionwear sales rose 30% YOY. Our Snapchat lens was used nearly 7 million times, for an average of 21 seconds. Oh, and Michelle Keagan’s HoF dress sold out nationwide too! WINNER of Mobile Social category at the MMA Smarties awards.