Long Tall Sally launches the world's first campaign styled by children to encourage women to reclaim their fashion confidence.
Long Tall Sally - Style Has No Rules
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Propellernet
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Ideation, production, campaign planning & management, outreach.
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Create a campaign that would engage Long Tall Sally’s social audience and resonate with the media, to secure online coverage while impacting SEO around key search terms. Meet Long Tall Sally’s commercial goals of driving 400% ROI and generating 1,500 new customers.
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A study of 1,000 UK women revealed that 76 percent of women don’t feel confident when it comes to fashion, yet 78 percent of adult women felt they were confident as a child when it came to choosing outfits, and 96 percent reported they simply “wore what made them happy”.
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Designed to encourage women to tap into their inner child and feel confident with their fashion choices without being restricted by perceived “fashion rules”, #StyleHasNoRules centred around a makeover with a twist. Six Long Tall Sally customers were selected for the campaign out of hundreds who felt they were “in a style rut”. Unknowingly, these women were paired with “Little Stylists” – children aged six to eight – who selected and styled a complete outfit for their models.
Kids don’t believe in style rules
What happens when you give six children free rein to style six women who've lost their way with fashion? In a world first, we found out.
Video of the campaign was viewed over 45,000 times and there was an emotional response by women touched by the empowering message of the campaign, with comments such as, “I LOVE everything about this!! Why do we condition ourselves when it comes to outfit choices? Children wear what makes them happy and so should we. BRAVO”, and: “This brought a tear to my eyes!” and “Loved it!! Beautiful to have young girls empowered to make older girls remember to love themselves”.
