Freemans. If you're old enough, one thing may pop into your head — the catalogue.
We needed to reignite fashion credentials fast and get more than 40+ stylish women shopping at Freeman's.
So we recruited Sophie Ellis-Bextor – with an undeniable sense of style and recent cultural resurgence thanks to Saltburn – as the representative of the new Freemans. So much more than a face, Sophie worked alongside a team of stylists and influencers to form the 'Style Squad' - a group of credible fashion authorities that curated and unpacked the AW season for Freeman's customers.
The campaign combined sophisticated and stylishly shot assets to showcase the season highlights with native and engaging social content (think Ask the Style Squad Anything or the Saturday brunch edit) that helped the customer navigate the AW collection — living across TV, digital, social, OOH and owned channels.
Sophie & the Style Squad.
Using the iconic Sophie Ellis-Bextor alongside a team of vibrant stylists and fashion influencers, we created a platform to empower 40+ women to embrace and curate their style with Freemans.
In the first month, we've seen a huge turnaround after tough trading, with the campaign generating £13m in sales (up 11% on last year), a 19% uplift in website visits and 28k new customers. Sophie's killer denim dress from the ad sold out. Plus, we launched SEB's latest track, Freedom of the Night, exclusively via the campaign weeks before the release.
