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.
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.
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.