Selfridges Story

December 4, 2014 / by Lina

Selfridges’ ‘The Beauty Project’ was an integrated campaign in London and other major cities with Out-of-Home (OOH) advertising and in-store promotions, supported by high-impact interactive digital formats. We worked with Selfridges’ digital agency, MediaCom, to deliver the mobile piece to this integrated campaign and help drive brand awareness and footfall.

We created innovative full-screen ad units, that were endorsed by fans via the interactive HTML5 ad unit and enabled the ad to be shared on Facebook and Twitter. Our key insight was the use of social endorsements from consumers and fans to boost the advertising effectiveness, add credibility, and make the campaign go viral. The core target audience was female in the premium fashion and lifestyle categories and this interactive ad unit enabled fans to be part of the story and share their excitement.

Using the best creatives, we reached a sustained CTR of 7.5% throughout the campaign. We tested the endorsed ad units against a control group of non-endorsed ads and this produced a 17% Uplift in CTR. Furthermore, the campaign drove over 5,000 social interactions with Twitter and Facebook.

And the key result? A happy client. As Selfridges stated, “LoopMe provided Selfridges with a unique and innovative way to engage consumers using full-screen ads on mobile and tablet. Social endorsement generated an uplift on brand interaction and encouraged social sharing and feedback.” Moreover, this campaign was unique

Pete O’Mara-Kane, VP of Sales at LoopMe, looks at this as part of LoopMe’s wider perspective. His take on it is that “LoopMe’s focus on full-screen ad formats at massive scale including video, rich media and interstitial is becoming an exciting proposition for brand advertisers.”

Not only did our campaign perform very well, we were also nominated for 6 industry awards with this campaign, including categories at the MMA Smarties, the Mobile Entertainment Awards and the Effective Mobile Marketing Awards. And we are proud to announce to have won the Brand Awareness Award at the MMA Smarties. Read more about our award nominations and wins here.

Have a look at our case story video here.