#FlannelsPosterGirlSummer

The Brief

To launch Poster Girl at Flannels with a creative campaign under £10k that drove volume sales, whilst building the Flannels name as a destination to shop hype brands.

Scope Included

Creative Direction, Casting, Comms and Project Management.

The Creative

A Poster Girl - the lead role, the focus of the narrative. She is front and centre - taking up the space she deserves.

A Poster Girl Summer - An attitude, a vibe. An unapologetic self confidence and desire to celebrate yourself from every angle. A post-lockdown movement, because you are the main character in this fantasy, and the outside world has missed you honey.

I chose to play on the #HotGirlSummer narrative in the cultural zeitgeist and combine it with the effortless glamour of the Poster Girl brand. Each influencer shot their own self-portraits at home, choosing how they wanted to curate their own image, before being transformed into cover girls in post-production.

The Results

This campaign was a huge success - selling out in most sizes of the Miranda dress within 24 hours.

Strategic casting of networked talent kept the campaign momentum going outside of the contracted brief. As a result, this campaign was shared 40+ times on IG stories and featured in HypeBae, cementing Flannels as a next-gen fashion destination.