I Am, with River Island

  • Rebecca Doherty

River Island were looking for a partnership for AW17 that would help improve their credibility as a fashion authority while empowering an 18-30 audience to express their own style. We wanted to encourage conversation and expression of identity in the context of not just fashion, but in areas such as confidence and opinion. We partnered with the Box Network to create a six-part, cross-platform artist and fashion franchise. The series I AM shone a spotlight on six of the UK’s hottest emerging artists including Anne-Marie, Ella Eyre & Tom Grennan; exploring the relationship between their music and notions of identity and style. We then took those styles and revealed to audiences how to get that look and trend, influenced by the artists and dressed by River Island with social episodes hosted by Vick Hope. The series ran across three Bauer brands - the Box Network, 4 Music and Grazia - and leveraged Bauer talent from across the business. This activation was awarded silver at the Branded Film Festival in 2018. Key Results: 1.12M TV reach 6.5M social reach 4.7m PR coverage 2.2M video views 6.1K competition entries

\",\"cache_age\":86400},\"meta\":{\"extractor\":\"iframely\"},\"links\":{\"self\":\"v1/x-media/https://www.facebook.com/riverisland/videos/i-am-tom-grennan-get-the-look/10155316339498495/\"},\"properties\":\"~project~project~attributes~blocks~10~attributes~xMedia~attributes\",\"title\":\"I AM Tom Grennan - Get The Look\"}},\"links\":{\"self\":\"v1/embed-blocks/165028\"},\"relationships\":{\"x-media\":{\"links\":{\"self\":\"v1/embed-blocks/165028/relationships/x-media\",\"related\":\"v1/embed-blocks/165028/x-media\"},\"data\":{\"type\":\"x-media\",\"id\":\"https://www.facebook.com/riverisland/videos/i-am-tom-grennan-get-the-look/10155316339498495/\"}},\"xMedia\":\"~project~project~attributes~blocks~10~attributes~xMedia\"},\"properties\":\"~project~project~attributes~blocks~10~attributes\",\"title\":\"undefined undefined\"},{\"type\":\"embed-blocks\",\"id\":\"165024\",\"attributes\":{\"url\":\"https://www.facebook.com/riverisland/videos/10155298893028495/\",\"size\":1,\"createdAt\":1596180579,\"updatedAt\":1620728949,\"deletedAt\":null,\"xMedia\":{\"type\":\"x-media\",\"id\":\"https://www.facebook.com/riverisland/videos/10155298893028495/\",\"attributes\":{\"url\":\"https://www.facebook.com/riverisland/videos/10155298893028495/\",\"type\":\"video\",\"version\":\"1.0\",\"title\":\"I AM: Anne-Marie - Get The Look\",\"author\":\"River Island\",\"author_url\":\"https://www.facebook.com/89127823540\",\"provider_name\":\"Facebook\",\"description\":\"Introducing I AM, our brand new series exploring identity, fashion and music with some of the UK's hottest music acts. Tune in every Thursday at 6pm on 4Music\\n\\nThis week's episode features Rockabye’ babe, Anne-Marie 🙌 Inspired by her love of sexy-streetwear, here's how to add her key pieces to your wardrobe... > http://riverislnd.co/fwadWm\",\"thumbnail_url\":\"https://scontent-iad3-2.xx.fbcdn.net/v/t15.5256-10/22684682_10155294222418495_5357765466020380672_n.jpg?_nc_cat=107&ccb=1-3&_nc_sid=08861d&_nc_ohc=xtM81Zc-0T8AX81Ofel&_nc_ht=scontent-iad3-2.xx&oh=7b8bba6d88d756c6a81394da58284789&oe=60C19506\",\"thumbnail_width\":1920,\"thumbnail_height\":1080,\"html\":\"
\",\"cache_age\":86400},\"meta\":{\"extractor\":\"iframely\"},\"links\":{\"self\":\"v1/x-media/https://www.facebook.com/riverisland/videos/10155298893028495/\"},\"properties\":\"~project~project~attributes~blocks~11~attributes~xMedia~attributes\",\"title\":\"I AM: Anne-Marie - Get The Look\"}},\"links\":{\"self\":\"v1/embed-blocks/165024\"},\"relationships\":{\"x-media\":{\"links\":{\"self\":\"v1/embed-blocks/165024/relationships/x-media\",\"related\":\"v1/embed-blocks/165024/x-media\"},\"data\":{\"type\":\"x-media\",\"id\":\"https://www.facebook.com/riverisland/videos/10155298893028495/\"}},\"xMedia\":\"~project~project~attributes~blocks~11~attributes~xMedia\"},\"properties\":\"~project~project~attributes~blocks~11~attributes\",\"title\":\"undefined undefined\"},{\"type\":\"embed-blocks\",\"id\":\"165022\",\"attributes\":{\"url\":\"https://www.facebook.com/riverisland/videos/10155298893028495/?v=10155298893028495\",\"size\":1,\"createdAt\":1596180503,\"updatedAt\":1620728950,\"deletedAt\":null,\"xMedia\":{\"type\":\"x-media\",\"id\":\"https://www.facebook.com/riverisland/videos/10155298893028495/?v=10155298893028495\",\"attributes\":{\"url\":\"https://www.facebook.com/riverisland/videos/10155298893028495/?v=10155298893028495\",\"type\":\"video\",\"version\":\"1.0\",\"title\":\"I AM: Anne-Marie - Get The Look\",\"author\":\"River Island\",\"author_url\":\"https://www.facebook.com/89127823540\",\"provider_name\":\"Facebook\",\"description\":\"Introducing I AM, our brand new series exploring identity, fashion and music with some of the UK's hottest music acts. Tune in every Thursday at 6pm on 4Music\\n\\nThis week's episode features Rockabye’ babe, Anne-Marie 🙌 Inspired by her love of sexy-streetwear, here's how to add her key pieces to your wardrobe... > http://riverislnd.co/fwadWm\",\"thumbnail_url\":\"https://scontent-iad3-1.xx.fbcdn.net/v/t15.5256-10/22684682_10155294222418495_5357765466020380672_n.jpg?_nc_cat=107&ccb=1-3&_nc_sid=08861d&_nc_ohc=xtM81Zc-0T8AX8sIunv&_nc_ht=scontent-iad3-1.xx&oh=c895e417bb34738bc43de74c8966084f&oe=60C19506\",\"thumbnail_width\":1920,\"thumbnail_height\":1080,\"html\":\"
\",\"cache_age\":86400},\"meta\":{\"extractor\":\"iframely\"},\"links\":{\"self\":\"v1/x-media/https://www.facebook.com/riverisland/videos/10155298893028495/?v=10155298893028495\"},\"properties\":\"~project~project~attributes~blocks~12~attributes~xMedia~attributes\",\"title\":\"I AM: Anne-Marie - Get The Look\"}},\"links\":{\"self\":\"v1/embed-blocks/165022\"},\"relationships\":{\"x-media\":{\"links\":{\"self\":\"v1/embed-blocks/165022/relationships/x-media\",\"related\":\"v1/embed-blocks/165022/x-media\"},\"data\":{\"type\":\"x-media\",\"id\":\"https://www.facebook.com/riverisland/videos/10155298893028495/?v=10155298893028495\"}},\"xMedia\":\"~project~project~attributes~blocks~12~attributes~xMedia\"},\"properties\":\"~project~project~attributes~blocks~12~attributes\",\"title\":\"undefined undefined\"}]},\"links\":{\"self\":\"v1/projects/431655\"},\"relationships\":{\"author\":\"~project~project~attributes~author\",\"features\":\"~project~project~attributes~features\",\"image\":\"~project~project~attributes~image\",\"industries\":\"~project~project~attributes~industries\",\"invites\":{\"links\":{\"self\":\"v1/projects/431655/relationships/invites\",\"related\":\"v1/projects/431655/invites\"},\"data\":null},\"owner-page\":{\"links\":{\"self\":\"v1/projects/431655/relationships/owner-page\",\"related\":\"v1/projects/431655/owner-page\"},\"data\":null},\"owner-user\":{\"links\":{\"self\":\"v1/projects/431655/relationships/owner-user\",\"related\":\"v1/projects/431655/owner-user\"},\"data\":{\"type\":\"users\",\"id\":\"611513\"}},\"owner-roles\":{\"links\":{\"self\":\"v1/projects/431655/relationships/owner-roles\",\"related\":\"v1/projects/431655/owner-roles\"},\"data\":[]},\"page-collaborators\":{\"links\":{\"self\":\"v1/projects/431655/relationships/page-collaborators\",\"related\":\"v1/projects/431655/page-collaborators\"},\"data\":[]},\"skills\":\"~project~project~attributes~skills\",\"tags\":\"~project~project~attributes~tags\",\"user-collaborators-summary\":{\"links\":{\"self\":\"v1/projects/431655/relationships/user-collaborators-summary\",\"related\":\"v1/projects/431655/user-collaborators-summary\"},\"data\":[]},\"side-hustle-skill\":{\"links\":{\"self\":\"v1/projects/431655/relationships/side-hustle-skill\",\"related\":\"v1/projects/431655/side-hustle-skill\"},\"data\":null},\"desired-collaborator-professions\":{\"links\":{\"self\":\"v1/projects/431655/relationships/desired-collaborator-professions\",\"related\":\"v1/projects/431655/desired-collaborator-professions\"},\"data\":[]},\"x-likes\":{\"links\":{\"self\":\"v1/projects/431655/relationships/x-likes\",\"related\":\"v1/projects/431655/x-likes\"},\"data\":null},\"x-in-lists\":{\"links\":{\"self\":\"v1/projects/431655/relationships/x-in-lists\",\"related\":\"v1/projects/431655/x-in-lists\"},\"data\":null},\"ownerUser\":\"~project~project~attributes~author\",\"ownerRoles\":\"~project~project~attributes~ownerRoles\",\"pageCollaborators\":\"~project~project~attributes~pageCollaborators\",\"userCollaboratorsSummary\":\"~project~project~attributes~userCollaboratorsSummary\",\"desiredCollaboratorProfessions\":\"~project~project~attributes~desiredCollaboratorProfessions\"},\"properties\":\"~project~project~attributes\",\"title\":\"I Am, with River Island\"},\"projectsFromPage\":[],\"usersForSkills\":[]},\"projectEditor\":{\"collaborators\":{\"data\":[],\"loading\":false,\"meta\":{\"count\":0,\"current\":0,\"total\":1}},\"project\":null},\"questions\":{\"connectionsQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"coronavirusQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"curatedQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"error\":false,\"errorCode\":null,\"isLoading\":false,\"isModalVisible\":false,\"isSaving\":false,\"latestQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"modalQuestion\":null,\"myQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"myReplies\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"popularQuestions\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}},\"question\":null,\"questionsByProfessions\":[],\"recommendedQuestions\":[],\"suggestedUsers\":[],\"suggestedUsersCount\":0},\"ribbons\":{\"entities\":{},\"results\":{}},\"search\":{\"filterTag\":null,\"followedTags\":[],\"jobsTiles\":[],\"loading\":false,\"pagination\":{\"count\":0,\"current\":0,\"total\":0},\"questions\":{\"connections\":[],\"latest\":[],\"popular\":[],\"professions\":[]},\"questionsTiles\":null,\"results\":[]},\"sitemaps\":{\"eventPartners\":{\"data\":null,\"navigation\":null,\"pagination\":{\"count\":0,\"current\":0,\"total\":0}},\"jobs\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"pages\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"projects\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"questions\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"},\"users\":{\"data\":null,\"navigation\":null,\"pagination\":\"~sitemaps~eventPartners~pagination\"}},\"statusBar\":{\"message\":null,\"negative\":false,\"overtop\":false},\"subscriptions\":{\"action\":null,\"cart\":[],\"credits\":[],\"creditsCount\":0,\"fiveJobsPack\":null,\"proPlan\":null,\"singleJobPack\":null,\"threeJobsPack\":null},\"user\":{\"connections\":{\"connections\":{\"data\":[],\"meta\":{\"count\":0,\"current\":0,\"total\":0}}}}}"; window.__APOLLO_STATE__ = "{\"ROOT_QUERY\":{\"__typename\":\"Query\",\"userHasExperiencedGraphTimeout\":false}}";