Propellernet

Strategy, ideation, campaign planning & management, production, content & outreach management of global PR agencies.

Meet Long Tall Sally’s commercial goals of driving 400% ROI and generating 1,500 new customers.

Audience analysis identified a segment of tall women who weren’t aware of the Long Tall Sally offering. Additionally, fashion mannequins do not represent the typical body shapes of real women. When tall women shop online, they don’t identify themselves as “tall” when they search for clothes in the way everybody else does. This meant we needed a campaign that would cut through the fashion media and earn us valuable links to top tier media sites, helping Long Tall Sally’s performance in the highly competitive fashion search space.

To raise awareness of Long Tall Sally’s fashion offering, our campaign ‘Made Tall’ saw the creation of the fashion industry’s first mannequin based on a real person. ‘Harriet’ - a customer of the brand, was chosen after a social recruitment campaign. Her body was then 3D scanned and created using 3D printers and milling robots, and the result was a mannequin which was representative of a real human being. The campaign was supported by an onsite content hub and video assets. The ‘Harriet’ mannequin was placed in the window of Long Tall Sally’s flagship London store and even featured on a billboard in Times Square. We planned and implemented supporting PR activity, coordinating the brand’s US agency.