Boohoo is a UK-based fashion powerhouse aimed at 16-30 year olds, renowned as the fastest-growing fashion retailer in the UK.
This activation was discussed during the height of the pandemic in 2020; a period characterised by uncertainty, evolving retail landscapes and an extremely saturated market. Stores were shut, footfall decreased drastically and brands were forced to adapt to a digital-first approach.. and fast. Boohoo, confronted with the same challenges, still had new collections to launch and young audiences to reach.
Having worked on a successful social campaign with Fanbytes previously, they approached them to devise two distinct strategies for Youtube & TikTok across a 4 week period to get as many eyes on their new collection as possible.
Given the brief, we recommended leveraging our TikTok creator house, the first of its kind in Europe. They have a combined following of 30million+ amongst a 16-30 year-old audience and were receiving a large amount of traction at the time.
We asked the squad to create 8 videos of themselves wearing Boohoo looks showcasing the clothing in ways that felt true and organic to their profile and style. The result was everything from dance, pranks, snappy fashion transitions, to incorporating viral TikTok trends. These creatives succeeded not only in inducing FOMO emotions in their audiences but compelled them to engage with the brand.
The campaign was a huge success with an uplift in positive brand sentiment. As well as high views of 23 million +, we saw an engagement rate of 21.3% – well over industry averages.