C&A: Fashion Like

DDB Brasil

Summary

To keep C&A as the leader in fast fashion in Brazil, we needed more than a factoid for the next collection. We needed to find a new opportunity to set the agenda in the fashion world.

Although the conversation about fashion on the social networks is huge, it's rarely present at the point of purchase – and is there any other moment when peer opinion matters most than when consumers are at the store deciding what they're actually buying?

Our strategic idea was to facilitate the validation of people's choices via social networks, bringing that dynamic into the stores.

In the process, we built a new gadget: the "Fashion Like" hanger.

Special hangers counted the likes received on Facebook in real time. You liked a piece you enjoyed on the brand page, and that like instantly showed up on its respective hanger at the store.