House of Fraser BAFTA campaign
What does a slow cam, a red carpet and Idris Elba get you?
A 30% increase in conversion and a 738% uplift in engagement, of course.
We were asked to come up with a campaign idea for a 'red carpet moment' for the 2016 TV BAFTAS, sponsored by House of Fraser, to increase awareness and sales of occasionwear.
With the insight of 'Slow Glam', myself and the team at Dazed Media, identified that the best part of a night out can often be getting ready - that vintage hour of indulgence, almost completely neglected by time-pressed women in the modern world.
Dazed Media won 'Best in Show' and 'Gold Award' at the 2016 MMA UK Smarties Award for a mobile content campaign. The campaign resulted in an amazing 30% uplift in LFL sales, 17% engagement in average social content, and 738% YoY increase in traffic to campaign content.