Creative Execution

We first purchased thousands of extensions (.cat, .sexy, .asia, .bike, .creditcard, etc) and created for all of them a website to display specific content: from shooting over 100 short films, we added a layer of interactivity for almost each of them, with references to digital and contemporary culture. The campaign was launched right at the occasion of the 30th anniversary of the .com. To unveil the content, the mechanism is simple: users type URL extensions in the dedicated box on the Butterfly Twists site header, or press the shuffle button. As an example, if a user goes to butterflytwists.cat, he will discover a cute video of kittens playing with ballerinas.

The first month, since the campaign launch, 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).

Thousands of new web extensions were recently released to the public, enabling the creation of thousands of different stories. For Butterfly Twists, it was the perfect occasion to feature 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”. Each new web extension could be hijacked to host a specific short story, illustrating different occasion to wear their ballerina shoes.