We needed to convince women that Express makes stylish, practical clothes that look great on real people, not just runway models. So we created an interactive brand relaunch campaign under the tagline "Fashion for real life", in which every execution would feature real customers.
-
-
Research showed that young women often send pictures of themselves trying on clothes to their friends for fast feedback. So we created a shortcode that would also send their pics to digital displays and ads for feedback from a much larger audience.
-
The votes would come back to the shopper in near-real time. Of course, the delay would encourage shoppers to keep shopping while waiting for feedback.
-
Approved pics would also be dynamically published to banner units, where users could vote with the ol’ mouse button.
-
In the banner space, users could do more than just vote – they could also browse recent outfits and click to buy online.
-
A landing page within our new e-commerce site would allow users to vote and shop as they browsed through a history of recent shoppers’ pictures.