by Atelier for The Outnet
The Outnet (of Net-a-Porter Group) was launched to sell previous seasons’ designer fashions at a discount. The Outnet had ambitious growth targets but limited awareness. Atelier’s style hunting campaign had enjoyed much success but budgets were too small to make a splash among fashion influencers (designers, editors, bloggers/vloggers) – the people who the core target turn to for fashion guidance and inspiration. And where better to grab their attention than London Fashion Week? With an imperative to build the shoe category Atelier’s focus was on the shoes of the attending fashionistas.
Enter Sergio the Shoe Hunter – The Outnet’s own miniature dachshund. He took over The Outnet’s social channels, sharing his daily highlights and shoe picks. His choices were aggregated in a microsite where The Outnet matched them with shoes immediately available on theoutnet.com. Atelier turned a social engagement campaign into commercial gold-dust, a doubling of revenues, a tripling of the ROI usually achieved with digital performance packages, and the joys of CLIO recognition! From fashion outsider to ‘the highlight of fashion week’, Sergio placed The Outnet firmly at fashion’s top table.