C&a: WHAT SHOULD I WEAR?

Credits & Description:

Category: Traffic & Brand Building

Advertiser: C&A

Product/Service: CLOTHES RETAIL

Agency: LIVEAD

Date of First Appearance: Sep 18 2010

Entrant Company: LIVEAD, São Paulo, BRAZIL

Entry URL: http://www.comquelookeuvou.com

Chief Executive Officer: Lucas Mello (LiveAD)

Executive Creative Director: Mauro Silva (LiveAD)

Executive Creative Director: Keke Toledo Piza (LiveAD)

Associated Creative Director / Writer: Julia Duarte (LiveAD)

Associated Creative Director / Art Director: Pedro Perurena (LiveAD)

Creative: Julia Duarte (LiveAD)

Creative: Amnah Asad (LiveAD)

Creative: Alexandre Kiss (LiveAD)

Creative: Felipe "Pinho" Fornari (LiveAD)

Creative: Vinícius Facco (LiveAD)

Creative: Marcelo Rosa (LiveAD)

Creative: Gabriel Rosemberg (LiveAD)

Creative: Will Prestes (LiveAD)

Creative: Fernando Spuri (LiveAD)

Art Director / Designer: Alexandre Kiss (LiveAD)

Art Director / Designer: Isabela Rodrigues (LiveAD)

Art Director / Designer: Rodrigo Rocha (LiveAD)

Art Director / Designer: Stefano DeLuccia (LiveAD)

Influence Specialist: Amnah Asad (LiveAD)

Channels & Social Media Specialist: Ariel Gajardo (LiveAD)

Web Producer: Igor Roder (LiveAD)

Relationship Coordinator: Juliana Poli (LiveAD)

Relationship Coordinator: Liliane Ferrari (LiveAD)

Relationship Analyst/Content Producer: Samir Duarte (LiveAD)

Account Director: Fernando Gomes (LiveAD)

Account Director: Aline Rossin (LiveAD)

Account Manager: Mariana Gutheil (LiveAD)

Account Manager: Sandro Manfredini (LiveAD)

Account Executives: Marina Coutinho (LiveAD)

Platform Manager: Martina Valle (LiveAD)

Executive Producer: Aline Rizzotto (LiveAD)

Producers: Lucas Costa (LiveAD)

Producers: Marcela Oliveira (LiveAD)

Producers: Cecília Posada (LiveAD)

Media placement: Launch Event - Event - 18/09/2010

Media placement: Launch Kit - Direct Marketing - 18/09/2010

Media placement: Banners - Digital Media At Blogs - 18/09/2010

Media placement: Ad - Trip Vista Magazine - 18/09/2010

Media placement: Editorial - Trip Vista Magazine - 16/04/2011



Describe the brief/objective of the direct campaign.

While thousands of people felt the need to have didactic fashion information in Brazil, the fast fashion brand C&A needed to conquer space in the digital environment, creating a relationship with clients and non-clients.



To conquer this space, we needed to offer a relevant service to people, but in a way that would also take on the role of a brand: one that translates fashion. And, with this, occupy an area not yet filled in a field saturated with information sources and competition.



We were looking to establish an intimate relationship with influencers capable of understanding the brand’s new posture and spread it to the wider public.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We created a social platform with a collaborative network that answers fashion questions through the dialogue among people and rewards its users. Those with a question, ask. Those with tips, answer. And those who participate more get more social status.

Our goal of direct answers was to guarantee that all the questions would have good answers.

We started the project by establishing a partnership with influential fashion blogs who received a kit presenting the service and were encouraged to attract their audience to the platform. We placed interactive banners on these blogs, ran editorial features in the brand’s fashion catalogue and put in an appearance on C&A’s site, blog and Twitter.



Explain why the creative execution was relevant to the product or service.

What should I wear? Is the first online service offered by a brand which is fulfilling the wider public’s need for personalized information.



The idea had the capacity to captivate the public and generate a positive response, which is made clear by the amount of questions and answers and by the huge number of people who seek fashion information in the space we created.



In a fun, didactic and personalized way, the platform created a new way of transforming information into knowledge and generated a relationship of intimacy from C&A with its consumers.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

What should I wear? Already had 7,3 thousand questions and 12,8 thousand answers that were consumed by 690 thousand visitors. The project attracted the attention of 125 channels among fashion blogs that generated more than 3500 comments.



On top of that, we revealed girls with a talent for the fashion market.