The Brief

We decided to create the cutest website possible, on which people could interact with dozens of grumpy kids, trying to make them laugh by playing ‘Peekaboo’ in front of their screen. For each of the kids, people could see them wearing Bonpoint clothes, share the site on social media, look for the closest store or directly go the Bonpoint site.

Creative Execution

The interactive site was featuring 15 kids, all chosen for their cuteness and character, and all wearing a different Bonpoint SS15 outfit. First, kids are seen grumpy. By surprising the babies, users could see and hear them laughing with all their heart: something that our target audience simply could not resist. Simple and premium, such responsive interactive site was the best way of offering a different and innovative kind of look-book with the cutest models ever.

Describe the creative solution to the brief/objective.

We decided to create the cutest website possible, on which people could interact with dozens of grumpy kids, trying to make them laugh by playing ‘Peekaboo’ in front of their screen. For each of the kids, people could see them wearing Bonpoint clothes, share the site on social media, look for the closest store or directly go the Bonpoint site.

Results

The interactive site attracted more than 500,000 sessions, with an average of 1,30 minutes spent on the site per visit. On social media, the posts about the campaign from Bonpoint official accounts gathered 8 million impressions and the topic ranked 1st hot topic in the Fashion & Luxury category on Weibo. Recruitment of new customers was successful, with the brand official Weibo account fan base increasing by 56% and the official Wechat account increasing by 333%. In addition, the campaign received positive online press coverage in China and internationally, giving more exposure to the campaign and to the brand.