Cult LDN were the creative and strategic consultant agency for Farfetch's global holiday campaign 2017. As Conceptual Art Director at Cult, I concepted the creative platform for the campaign alongside our creative, strategy and insight teams.
The concept needed to live across multiple platforms and be an innovative and digital-first approach, for a global audience.
WHAT WE DID
This holiday season, Farfetch took gifts to new extremes. #GiveItLiveIt celebrated the experiences lived in the gifts you give.
The strategy was deep-rooted in the truth that consumers value experiences over products. The luxury customer collects stories and memories, that define them as people. We wanted to connect this truth, with the gifting of product during the holiday season. Whether it’s gifting a pair of shoes for your next night out with friends, or diamonds for yourself to celebrate that new win at work, Farfetch was able to seamlessly link product to experience, bringing an emotive approach to their content for the first time.
The reach of the campaign was increased through a global influencer gifting strategy that resulted in over 50 influencers sharing compelling experiences they had over the festive season, linking direct to product and site. Consumers were invited to get inspired, shop and share their most OTT party looks, FOMO-inducing travel destinations, and unexpected twists on holiday traditions.
THE GIFT GENERATOR
To elevate the tired seasonal 'Gift Guide' we concepted a 'gift generator' with a series of filters which created tailored guides for customers based on their responses.
The campaign was rolled out across all touch points, see examples below of banners and CRM assets.
Insights and concepting by Cult LDN.
Campaign produced by Farfetch.