THE CHALLENGE:
In May 2016, House of Fraser was the title sponsor of the BAFTA TV Awards. With awards ceremonies such as the BAFTAs remaining highly prestigious and only 19% of customers taking shopping inspiration from the red carpet, we needed to democratise the event, making it accessible to our everyday audience.
THE IDEA:
Over on Instagram, we brought the glamour and style of the night’s biggest stars and their outfits to life with beautiful SlowMo videos captured in real time.
THE RESULTS:
· Became the number 1 Twitter trend on the night
· Became the first UK retailer to create a custom Snapchat lens which was used nearly 7 million times nationally
· The campaign saw overall Occasionwear sales rise 30% YOY
· Michelle Keagan’s dress sold out nationwide too as a result of running shoppable Twitter Ads immediately after her red-carpet appearance