#NEWLOOKSTILLME
CONCEPT: A digital campaign to create a more meaningful social media presence for New Look
This campaign called for consumers to embrace their ‘before and after’, recognising that their transformation journey is part of what makes them unique.
It disregards the idea that they require transformation from undesirable to desirable and instead focuses on New Look transforming its customers from one good memory to the next, being present for all their best moments.
#NEWLOOKSTILLME is a celebration of reinvention, appealing to the consumer still finding their signature style and the fashion leader looking to experiment. The campaign features real women rather than professional models to create a more relatable feel.
2018
Manchester, UK
FINAL OUTPUT
5.2 Photo Shoot
The photo shoot features candid, personal, non-airbrushed portrait shots of real young women, with an intimate feel that demonstrates that New Look is accessible for the average consumer.
5.3 Video Campaign
The final step was developing a sponsored Instagram video ad, to run alongside the photo shoot. The video was posted and promoted on Instagram, with reach and engagement measured for one week to determine how target consumers responded to it.
Caption:
“We’re taking #ThrowbackThursday to a whole new level with our brand new campaign! Don’t ditch the pre-Facetune pics, they’re part of your style journey! Celebrate the old and the new and enjoy the fun of reinvention! Share your style evolution pics with the hashtag #NewLookStillMe to be featured!”
The post aimed to drive consumers to engage with the page by utilising a branded hashtag to share their images.
Photography: Jill B. Dacanay
