#SummerSOS: F&F solves style dilemmas


Yes, we know what you’re thinking: women’s wardrobes are filled to the brim with gorgeous clothes, so why would they ever have any style dilemmas – right?

Wrong! During the summer months every day can potentially pose a styling dilemma to the fashion-savvy community, with users actively seeking fashion advice, tips and asking the one big question – “what do I wear…?”

This year, we worked with fast-fashion retailer F&F to tap into this natural audience behaviour to try and solve the nation’s summer style dilemmas, live, during a one-day Twitter takeover.

F&F teamed up with fashion expert, Angela Buttolph, to create a cross-platform campaign that would build F&F’s fashion credibility while shining a spotlight on their SS14 collection, to make it the go-to range for every occasion this summer.

To build excitement and awareness of the live event, we created and seeded out a teaser video to introduce the event and explain how to get involved, which was also supported in F&F emails and on their Inspire Me website.

After much anticipation, Tuesday 8th July finally arrived and our team, together with a professional model and Angela Buttolph, sprung into action. From the early hours of the day, the F&F community were gripped, sending in a wide variety of summer styling questions – from mums to nuns, fashion bloggers to fashion savvy shoppers; the variety of questions were endless!

To get involved in the event, users simply had to tweet their summer styling dilemma with #SummerSOS for their chance to not only get a personalised Vine or photographed image, but also to receive a £50 voucher to win their outfit.

We produced a real time catwalk on which we filmed the personalised Vines that were received very positively by our community and other well-known fashion influencers. The best Vines were also promoted to outside of our community to garner further awareness of the live event.

Here are some of our favourites from the day…



We captured the whole event on video and created some longer form videos that we shared on F&F’s YouTube channel.

The day was a huge success, with 4,500 entries using the #SummerSOS hashtag, and a sales uplift of 108% on featured products, with many lines selling out completely.

Check out our behind the scenes video to find out everything that went on to ensure the day ran smoothly: