The edgy fashion range had to be launched to 18 – 24 year old women, in major metropolitan areas in SA. She had to be an early adopter, fashion obsessed girl who set the style agenda in her sphere.
The potential challenges we faced were:
- Cotton On South Africa (COSA) launched in SA five years-ago and is known in SA as a relaxed Australian fast-fashion brand. Other international retailers have recently come under fire for not using local talent in campaigns .
- The 91 LTD Denim Campaign relied on one set of imagery for all of their global markets.
- Cotton On’s primary target market, millennials in urban areas, is not consuming traditional media in high volumes.
- The quick turnaround times in fast fashion retail means traditional media is not relevant due to long lead times.
- This was a social-led initiative with no additional above the line activities
Fortunately, Atmosphere has a good track record with social media influencers – we understand how they work and how we could use their influence on a budget. Social media provided the perfect platform to launch the range – it has a fast turnaround, is cost-effective and is also where early adopters and trendsetters interact.
We did extensive research on fashion trends with a focus on what piqued influencer interest. We analysed: Snapchat, Facebook, blogs, Twitter, Instagram in detail and applied the following filters to our pool of influencers: 1) their reach 2) affinity and 3) engagement.
Initially we identified a pool of 80 influencers, which were whittled down to 66, who fitted the early adopter criteria - and they were a true reflection of the SA urban, millennial market.
Authentic collaboration with influencers gives a global brand local flavour. These influencers stood to benefit from partnering with Cotton On to increase their own reach and gain exposure outside the local market.