How could EE connect their customers to the Bafta Red Carpet using the power of their network?
By letting them 'Shop The Red Carpet Live' from anywhere in Britain.
THE CHALLENGE
We knew from previous years that celebrities’ fashion picks would be one of the top conversation topics online. But we also knew those outfits were out of most people’s reach. Up until then, the only way fans have had to satisfy their love for high fashion had been through generic paparazzi shots. Not only that, many fashion magazines and blogs write articles every year, days after the BAFTA show analysing the look of the celebrities and suggesting high-street alternatives to the designer labels.
We knew from previous years that celebrities’ fashion picks would be one of the top conversation topics online. But we also knew those outfits were out of most people’s reach. Up until then, the only way fans have had to satisfy their love for high fashion had been through generic paparazzi shots. Not only that, many fashion magazines and blogs write articles every year, days after the BAFTA show analysing the look of the celebrities and suggesting high-street alternatives to the designer labels.
We wanted to close the gap between red carpet style and affordability. But we knew all too well the transience of user attention, so we knew this had to play out in real-time. Where better than on Instagram - the place where fashion gazing reigns supreme, making it a 24/7 global event. People visit it for inspiration and to discover emerging trends and styles. Some official figures show that fashion lovers check Instagram more than 15 times a day.
EE Style Scanner at BAFTA 2018
We had a strong idea, now we needed to find a way to make it happen. A squashy human wouldn’t be capable of sifting through all the garments out there on the internet to find a range of related looks, real-time. We needed an AI; a rich cross-referential database of live-listed, in-stock, live-priced garment options, all ready to respond to an unforeseen set of red carpet outfits.
SnapFashion does exactly that. It chomps through thousands of sources using machine learning to associate materials, colours, materials, finishes and cuts. Celebrity photo in and an affordable spectrum of buyable options out. All in the blink of an eye. Isn’t technology amazing!
All we needed to do now was pipe and format the results out to fashion fans on Instagram. To reach these fans in an organic and authentic way, we enlisted the help of ‘The Only way is Essex’ star Lydia Bright and fashion blogger Marcus Butler.
Stationed on the side of the red carpet, our influencers commented and posted from our Style Scanner, a camera rig fitted with google pixel 2 phones which photographed attendees from 12 angles automatically creating a “3D rotating Gif” of each look alongside additional pictures of stars from the carpet.
The activity connected the most remote locations in the UK to the glamorous red carpet on the night by scanning movie stars, selecting the best looks and making them directly available to consumers to browse the collections and then buy.
Lydia and Marcus, with a little help from AI technology, managed to simplify something as hugely complex as fashion advice, serving up something natural and salient. Ultimately, people love celeb dresses, the magic of EE’s technology just made it simple, seamless and presented options at an affordable price.
RESULTS:
Fans watched our Instagram stories over 3.8m times. Three out of four people watching stayed all the way to the end.
Fans watched our Instagram stories over 3.8m times. Three out of four people watching stayed all the way to the end.
People swiped up 24.5k times as the experience enticed many of them to find out about the recommended affordable outfits.
EE would have needed £300k to have a similar impact using paid media formats, but most importantly, everything was made possible for fans by using its superior 4G network.
"Bafta night is incredibly exciting, especially on the red carpet. This year, through the perfect combo of our 4G connectivity and Snap Fashion’s AI, we zeroed in on what the stars were wearing and allowed fans to find and buy the outfits that were being worn there and then." Pete Jeavons, brand and marketing director, EE
"EE was smart in giving consumers something they would actually want through access to red carpet looks. Pair this with a savvy use of influencers and subtle promotion of its 4G network, and this was an innovative way to bring a brand sponsorship to life." Brittaney Kiefer, digital and creative editor, Campaign
