Webby Winner: Best Social Film
The magic of the shop tab and checking out on IG app had an awareness issue. Lotsa people shopped from retailers on feed, but not through Instagram as the retailer.
To compete with the big brown box giant during the 2020 Holiday season, we needed an idea that would crater the earth. And without a ton of media spend, we needed to do it in earned, with an idea as crazy as the task at hand.
We paired the hottest retail trend of the season, 90’s/00's nostalgia, with the fashion icon of the year, in the weirdest tongue-in-cheek Holiday commercial ever.
Celine’s redux of “It’s All Coming Back to Me Now,” styled by Interview Magazines Mel Ottenburg, was main page news on every site our target audience cared about (the best earned response in the company's history for a marketing effort), breaking through a crowded marketplace in a holiday coup.
Complementing the content stunt, we co-developed shoppable collections with our product team.
Continuing the nostalgic vibes, the gift collections, featuring over 500 retail products in 20 bespoke collections, supported by 24 on-platform ads, threaded the needle to drive trial of the experience.
Using search data, each piece of creative was built from key #hashtags that drove retail engagement to optimize trial.