Fashion is dictated to us by the glamour world. It makes us feel we should look a certain way if we want to be fashionable. This is particularly true in Dubai, a city fast becoming the luxury capital of the world. So, we decided to democratize fashion with Max, a popular fashion brand in the Middle East, by telling people fashion is what makes you feel comfortable.
Results and Effectiveness
9.5 million views on social media.
33.5 million users reached on social media
23.2 million social media impressions
Sales grew 5% in 2 months.
Subscriptions to loyalty program increased by 40%.
Creative Execution
We launched the message through a social experiment. We took a real woman and put her in the fashion world. But little did she know, she would have to wear the outfit in the real world. The experiment made the point that fashion is what makes you feel comfortable.
Our print ads avoided stylized fashion shots and captured nothing but the beauty of reality.
We used an app to give people a tool to express their opinion and make a fashion statement by creating their own magazine cover.
The campaign even got the endorsement of popular Arabic singer Mohammed Assaf. Mohammed starred in our TVC to prove even celebrities are real people when they’re not on stage.
Insights, Strategy and the Idea
On social media, we engaged people through our social experiment. The film was shared on Max’s Facebook and Youtube page. Bloggers spread it through the blogosphere and their social media channels. As it started to gain traction we gave people a tool to participate, by creating an app that let them make their own fashion statement by creating a magazine cover. We used the endorsement of Arab singer Mohammed Assaf to leverage the campaign on PR. The media reported about the film and press ads, as well as covering the fashion show launching the concept.