Aparatus, a trendsetting fashion brand, believes in the philosophy that the true essence of fashion lies in its utility. When the brand decided to launch its new Work & Wear capsule in the renowned Selfridges, it faced a pressing challenge. The constraint of time and limited resources made an in-house campaign appear to be a daunting task.
Understanding the ethos of Aparatus and the potential of the Work & Wear capsule, our team brainstormed and crafted multiple campaign concepts. After a series of deliberations and discussions with the Aparatus team, we settled on an in person strategy with Friendfluencers at the launch.
We handpicked 22 Friendfluencers to grace the Selfridges Pop-Up. Armed with the freedom to take their photos, they captured the essence of the Work & Wear capsule in their unique styles, making the collection feel personal and relatable. They showcased these photos on their Instagram accounts, creating a genuine and organic buzz around Aparatus brand and its new collection.
Benefits and Outcomes:
Aparatus's launch of the Work & Wear capsule at Selfridges stands as a testament to the power of genuine engagement and smart strategy. Through the strategic use of Friendfluencers, the campaign not only raised awareness but also tangibly increased sales, cementing Aparatus's reputation as a forward-thinking fashion brand.