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Fashion Like

C&A Mother’s day collection

Issue 24 | September 2012

Agency

DDB Brasil

Creative Team

Creative Directors: Sergio Valente, Marco Versolato, Ricardo Tronquini, Cristian Mazzeo Art Directors: Caio Cardoso, Marcelo Bruzzesi, Rodrigo Ghiorzi Copywriter: Helio Marques, Flavio Reghini

Production Team

Production: Cricket Design Art Buyer: Clariana Costa, Fabiano Beraldo e Rita Costa Graphic Producer: Nereu Marinho

Other Credits

Account Supervisors: Monica de Carvalho, Claudia Almeida, Clarissa Raso, Renata Maximo Digital Project Managers: Cristiane Rojas, Denis Gustavo Alves, Pedro Rais, João Lopes Planning: Cynthia Horowicz, Katia Fontana, Silvia Paes Approved by: Elio Franca, Thais Lima, Marcos Limberte, Patricia Elias, Thais Oliveira, Amanda Zeni, Nara Dutra

Date

April 2012

Background

DDB Brazil’s planners had noted that when women go shopping, they like to ask their friends’ opinions about the clothes they are thinking of buying.

Armed with this insight, the agency set to work to create an experience that connected the real world with shoppers’ virtual worlds.

Idea

‘Fashion Like’ was created specifically for C&A’s flagship store at the Iguatemi Mall, in São Paulo.

On the store’s Facebook page, ten specially selected pieces from the new collection were displayed with a ‘like’ tab on every one of the ten.

On Saturday April 21st, when the actual items went on sale in the store, the hangers they were displayed on showed how many ‘likes’ that piece had registered online with other women. So women would see at a glance what popular opinion thought about that item,.

Results

More than 8,800,000 people were impacted while the action lasted; hangers were in store from April 21st to May 5th.

C&A have been attracting 1,000 new fans per hour on Facebook.

There have been more than 1,700 posts on blogs and websites.

Part of the collection sold out in 1 day.

More than 6,200 Facebook opinions were logged in the first few hours.

Our Thoughts

The dividing line between the real and virtual worlds is not just blurring but disappearing. Millennials, for instance, don’t distinguish between the two already moving seamlessly from one to another.

What makes this particularly appealing as an idea is the insight behind it. Women do like to know what other women think.

If you have read ‘Herd’, Mark Earls’ fascinating book, then you will know that the more women who ‘liked’ any particular item, the more ‘likes’ they would attract so it is unsurprising some of the clothes sold out so fast.