THE DOTS #ANYTIMEANYWHERE

Short List
TitleTHE DOTS #ANYTIMEANYWHERE
ClientBUTTERFLY TWISTS
Product/ServiceBALLET SHOE AND RAIN BOOT BRAND FOR WOMEN
CategoryB08. Digital Design
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

Brief Explanation

Although dynamic and growing internationally, Butterfly Twists is still a very young and small shoe brand with little fan base and low engagement on social media. With a rather small budget in comparison with the ambition of the campaign, the production of all assets was definitively a challenge. The main objective was therefore to create the maximum of crafted content that could benefit the brand awareness and position Butterfly Twists as an innovative UK brand.

The Brief

Butterfly Twists is a young British ballerina brand that mainly provides foldable, fashionable and affordable flats for every occasion of their daily lives. Their target audiences are working, city ladies who travel a lot, like to party, digitally aware and social media friendly. BT was looking for a campaign that can increase the brand awareness and then drive online traffic and sales.

Results

The first month, we counted 250k unique visitors and 1 million total video views, which is a clear increase in comparison with other periods of time. We have much more clicks and actions on Facebook and engagement on Twitter than expected. Client sales increased almost 16 times in comparison with the same period in 2014 (+ £93 000) and traffic online to 1 300%+.

How the final design was conceived

We wanted to feature literally all their new SS15 collection, and to create a fresh approach to e-commerce, while at the same time remaining true to their brand promise: “A Pair For Every Occasion”. So we created from scratch a series of more than 300 experiences consisting of interactive videos and digital games which was available through 300 web extensions (.cat, .sexy, .asia, .bike, .creditcard and much more), each of them featuring and selling a specific pair of ballerinas flats. From shooting over 100 short films, we added a layer of interactivity for almost each of them, with references to digital and contemporary culture (Examples: Nyan cat riding a poney at butterflytwists.wtf, an Ebay offer on butterflytwists.bid, a dancing Mona Lisa on butterflytwists.gallery, etc.).

Indication of how successful the outcome was in the market

The first month, we counted 250k unique visitors and 1 million total video views, which is a clear increase in comparison with other periods of time. We have much more clicks and actions on Facebook and engagement on Twitter than expected. Client sales increased almost 16 times in comparison with the same period in 2014 (+ £93 000) and traffic online to 1 300%+.

Credits

Name Company Position
Fred & Farid FRED & FARID SHANGHAI Chief Creative Officers
Grégoire Chalopin FRED & FARID SHANGHAI Creative Director
Adrien Goris, Jean-Baptiste Le Divelec, Etienne Renaux FRED & FARID SHANGHAI Copywriter
Yiqing Li, Adrien Goris, Jean-Baptiste Le Divelec FRED & FARID SHANGHAI Art Director
Emmanuel Eribo Butterfly Twists Brand Supervisor
Louise Battus, Fan Yang, Zora Ye FRED & FARID SHANGHAI Account Manager
Jason Freites KILLDEATH Director
Gianpaolo Lupori - Director of Photography
Terry Jin, Juni Zhu FRED & FARID SHANGHAI Agency Producer
Blinde Wu, Guoyu Wang FRED & FARID SHANGHAI Agency Editor
Chloe Gout FRED & FARID SHANGHAI Agency Digital Producer
Laurent Varennes - Developper
Julien Levêque - Media Strategist