BLACK FRIDAY 2020, THE COMMON-SENSE EDITION
Campaign: BLACK FRIDAY 2020, THE COMMON-SENSE EDITION
Brand: FASHION DAYS
Client: Fashion Days
Lead Agency: LEO BURNETT
Contributing Agencies: Publicis Events | MSL The Practice | Conversion
Public Case Summary:
Fashion Days, a brand that stands for fashion with common sense, had the challenge to convince financially cautious people to buy fashion items in the most cluttered and non-common-sense event of the year, Black Friday.
Our strategy was to ease people’ shopping guilt by creating the need to buy fashion (even during COVID): donate unworn clothes and then buy new ones.
The disruptive CSR message proved to be a success: 18 tons of donated clothes, 450.000 sold products (+25% vs. BF 2019), and +5pp increase in consideration vs. Q1-Q3 2020.
eam: Fulvia Olaru // Brand Communication Manager LEO BURNETT, Andrei Nica // Group Creative Director LEO BURNETT, Oana Năstase // Senior Planner LEO BURNETT, Miruna Potop // Copywriter LEO BURNETT, Silvana Frȋnculescu // Art Director LEO BURNETT, Alexandru Dumitrescu // Creative Director LEO BURNETT, Andrei Petrea // Art Director LEO BURNETT, Bianca Naumovici-Bella // AV Producer LEO BURNETT, Raluca Acuculitei // Brand Communication Executive LEO BURNETT, Raluca Monac // Head of Brand Marketing Fashion Days, Andrei Chirila // Managing Director Fashion Days, Robert Berza // General Manager Fashion Days, Denisa Cojocariu // Brand Manager Fashion Days, Maria Toma // Social Media Manager Fashion Days, Andreea Anton // Creative Strategy Manager Fashion Days, Alexandra Gabriela Mateescu // Visual Content Manager Fashion Days, Corina Vilcea // Head of Digital Fashion Days, Andreea Pecingina // Copywriter Fashion Days, Ionuţ Radu // Media Manager Conversion.
Creative Reel
Images of creative work
Key Visual 1
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Key Visual 3
Instagram post
Landing page
Donation box
