FML Store & Edit for Not On The High Street - Best Idea/Concept Winner - PrettyGreen - The Independent Agency Awards 2023

Campaign Summary:

When we were first briefed by Not On The High Street (NOTHS) to relaunch the brand to a Gen Z audience with a ‘More moments of Joy’ positioning, the expectation from the client was that we would propose a media breakfast, product showcase, brand presentation and goodie bag.

We didn’t need to ‘tell’ journalists that we had a new logo, a new ad and some new products. We needed to authentically ‘show’ the new target audience what NOTHS was all about, by being additive to the lives of our audience and speaking in a language that they understood.

Social listening told us that a gift was much more impactful and meaningful to the Gen Z audience when it was an unexpected response to things not going so well, rather than the pre-determined gifting moments.

So, we created the ‘FML store’ and ‘FML Edit’ for NOTHS and amplified the campaign in partnership with macro-influencer Sam Thompson. A spikey and intentionally provocative step away from ‘old’ NOTHS stomping ground of personalised mugs and christening presents to showcase product in an engaging way and help drive reappraisal amongst the new, younger, target audience.

A creator partnership with macro-influencer Sam Thompson enabled targeted and authentic engagement via social content with our core audience as well as generated broader awareness through consumer interview placement which enabled him to talk authentically about his own FML moments the NOTHS campaign.

TikTok creators shared the quirky FML Store retail process of choosing their FML moment from gum ball machines on the wall and then sharing their FML stories at the till in exchange for a gift enabled us to be content first in our amplification and experience of the store.

The layered nature of our amplification allowed us to reach our audience through multiple earned media and social media channels, all contributing towards the successful ROI of this campaign.

But most importantly, we gave permission for hundreds of people to offload their FML’s for 5 mins – and what 18-34 year old doesn’t love an overshare?