During a crowded time of year for retail, Banana Republic created a multi-platform social media campaign in an effort to shift brand perception and introduce people to the 'new Banana Republic'. #holidaytruth, at its core, tapped into a trending conversation (holidays & 'truths/confessions'), delivering a humorous, honest message and encouraging social behaviors with fans/followers.
Banana Republic created a 360 social media campaign that celebrated the humor in the imperfect by encouraging users to come clean with their #holidaytruth. By leveraging user behavior and trending conversations, we shared humorous, relatable holiday sayings on across key social channels.
On Instagram and Facebook, we shared our own, then encouraged consumers to tag a friend who could relate in the comments for a chance to win a shopping spree. To surprise and delight fans tweeting their #holidaytruth on Twitter, we created custom, one-of-a-kind holiday cards based on their tweets (confessions), in real-time. To further extend the reach and awareness of the campaign, we developed Instagram ads and worked closely with brand partners, media outlets and influencers to share their #holidaytruth with their audiences.
Results: A relevant & timely brand campaign routed in humor that drove over 51 million social impressions & 200,000 social engagements.
