Using the world’s cutest fashion reporter to out-trend Vogue during fashion week
As the discount brand of the Net-A-Porter Group, The Outnet faced all the challenges of online apparel retailers, plus limited stock issues. So, we made a virtue of the scarcity of the pieces through the concept of ‘style hunting’, infiltrating London Fashion Week with the ultimate shoe style hunter – Sergio (a miniature dachshund with his own Instagram and GoPro camera!)
Each day, Sergio released a highlights film of the best shoe spots and trends via The Outnet’s Instagram and Twitter feeds. Working in real time with the Style Director of The Outnet, we matched key LFW trends with The Outnet’s inventory on a specially created microsite.
Twitter engagement tripled, site traffic increased by over 50% and the brand saw a 92% uplift in international shoe sales with an ROI of £2.45. As well as national press features in London and Paris, Sergio even out-trended Vogue on Twitter!
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