CAPTURING FANS IN THE DRESSING ROOM

CLIENT: Kitschen
PROJECT:
Facebook competition
DESCRIPTION:
Kitschen Facebook competition.

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CHALLENGE: On an extremely tight budget we had to raise awareness and create a fan base for this brand new fashion brand.

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SOLUTION: The insight was that (though they were not supposed to) boys and girls took pictures of themselves in changing rooms. So we rewarded them for it! We gave them a prize for the best liked dress up. Using the changing rooms mirrors as our ad space, we organised a competition where they could upload pictures taken in the changing rooms onto our Facebook site and have their friends vote for them.

// BUILDING THE FAN-BASE // SEE IT HERE

// EXAMPLES OF FAN INTERACTION
// USER-GENERATED CONTENT: PARTICIPANTS’ BLOGSITE
// USER-GENERATED CONTENT: TWITTER

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RESULTS: Shoppers loved it and loved Kitschen for it. We recieved hundreds of entries, and they generated loads of publicity on their blogs, tweets and word of mouth. 12,000 Facebook users became Kitschen fans in 3 months (and it’s still growing) – all at zero spending on any traditional advertising or recruitment drive.




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