During the competitive Christmas season, New Look (@NewLookFashion) wanted to become the go-to retailer for party wear. It created a unique cross-channel campaign, #AngelsXRobots, to showcase its range and value proposition.
@NewLookFashion turned to Twitter to launch #AngelsXRobots at scale, and then to keep it front-of-mind among a target audience of 16- to 34-year-olds.
Launching with First View gave @NewLookFashion exclusive ownership of Twitter’s most valuable advertising spots for 24 hours. Its hashtag topped the UK’s trending topics list, while its Promoted Video was the first ad people saw in their timelines that day. @NewLookFashion went on to use a rich range of Twitter’s creative formats, keeping shoppers engaged and tying its cross-channel content together.
By opting into the Twitter Audience Platform, @NewLookFashion extended its campaign’s reach to relevant audiences beyond Twitter, across a body of mobile apps.
Steps to success
@NewLookFashion took full advantage of Twitter’s storytelling toolkit to build a varied and vibrant campaign that sustained engagement:
@NewLookFashion used Promoted Video to capture attention throughout the campaign. It put its #AngelsXRobots film in people’s Timelines with First View, it offered a behind-the-scenes account of the story behind the campaign, and it shared key party looks for the season. @NewLookFashion combined this with buttons that invited people to Tweet their favourite party look video from their own accounts, gaining organic reach while providing an easy way for people to join the conversation.
Images and GIFs
@NewLookFashion used visually appealing Promoted Tweets for cross-channel integration, driving reach and awareness of the campaign’s Snapchat filter and lens, as well as its #AngelsXRobots London Bus wraps. It also use ScratchReels. These interactive GIFs were a fun way for @NewLookFashion to build up excitement and engagement on the day of its First View.
Promoted Tweet Carousel & Website Cards
Once Christmas had passed, @NewLookFashion sent shoppers to its Boxing Day sale using the new Promoted Tweet Carousel format. It used the swipeable series of Tweets to highlight category discounts and drive traffic to key pages. It also retargeted people who had engaged with its First View ads, using Website Cards to make it easy and appealing for them to click through to its site.
@NewLookFashion’s First View succeeded in creating mass awareness of #AngelsXRobots, with 21.4 million trend impressions and over 2.3 million video views at a view rate of 35.63%. During the campaign, account mentions reached 4X @NewLookFashion’s average, thanks in large part to people’s engagement with the brand’s conversational videos.
A Crimson Hexagon report showed that sentiment associated with New Look was largely positive, with 89% of Tweets being positive or neutral.
From a trade perspective, New Look moved into the number one position for dresses during December. The brand’s share of the “Going Out” category increased 1.1 percentage points year on year to 7.5%, putting New Look in the number two position.
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