Superdry launched its menswear collaboration with celebrity Idris Elba at the end of November, ‘shutting down’ its flagship Regent Street store as a result of the launch.
The event was driven by a strong social media strategy, reaching 2.8m consumers across all social channels on the day of the launch.
To build shopper suspense, all social activity was paused for 24 hours in the lead up to the launch, a strategy that hasn’t been used by a fashion brand before. Elba then took over the brand’s Instagram page with.
The fashion retailer has cited the social media strategy as influential in the success of the campaign and launch, with more than 41k clicks through to YouTube. This resulted in 322k views (and counting) of the YouTube campaign film which is Superdry’s most watched video to date.
The TV star's complete takeover of all Superdry social channels resulted in over 164k interactions during the campaign.
The use of traditional social platforms to promote the collaboration, alongside activity on Snapchat and Periscope during the event, played a major part in the campaign’s success. Superdry witnessed a 799% increase in its social return on investment, with record online sales being driven by social media activity.
"We thought a groundbreaking social media shut down would be an iconic way to mark the launch and we’re really pleased it has been a success,” said Kat Jameson, Head of Marcoms at Superdry. “Social media has been at the heart of the launch and has driven a high number of online sales.