Campaign: The Fashion ExperimentBrand: Băneasa Shopping CityClient: Băneasa Shopping CitySubmitted by: Geometry Global România
Background/objectives:Băneasa Shopping City – the main destination for shopping in Romania - had to communicate winter sales without compromising its premium positioning.
Strategy:The Fashion Experiment.2 characters, each with 2 parallel Instagram accounts: one account for the „same style” persona and the other for the persona that tries various experimental outfits. BSC took 742 photos of the same character, in the same position, in the same places.The account that gathered more votes reflected the fact that fashion is about experimenting more.
Results:BSC gained leadership in District 1, increased sales and turned even more regular shoppers into loyals.