BO GILBERT - THE 100 YEAR-OLD MODEL
| Title | BO GILBERT - THE 100 YEAR-OLD MODEL |
| Brand | HARVEY NICHOLS |
| Product/Service | HARVEY NICHOLS |
| Category |
D02. Costs / Creative Performance PR Campaign |
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Entrant
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ADAM&EVEDDB London, UNITED KINGDOM
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Idea Creation
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ADAM&EVEDDB London, UNITED KINGDOM
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Media Placement
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ZENITH London, UNITED KINGDOM
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Production
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UNIT MEDIA London, UNITED KINGDOM
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Credits
| Ben Priest |
adam&eveDDB |
Chief Creative Officer |
| Ben Tollett |
adam&eveDDB |
Executive Creative Director |
| Richard Brim |
adam&eveDDB |
Executive Creative Director |
| Shadi Halliwell |
Harvey Nichols |
Group Creative & Marketing Director |
| Anna Davidson |
Harvey Nichols |
Head of Marketing |
| Laurence Quinn |
adam&eveDDB |
Creative |
| Alex Fairman |
Stanley's King Henry |
Head of Design |
| Daniel Moorey |
adam&eveDDB |
Producer |
| Paul Billingsley |
adam&eveDDB |
Managing Partner |
| Brittany Lippett |
adam&eveDDB |
Account Director |
| Katie Gough |
adam&eveDDB |
Account Manager |
| Enni-Kukka Tuomala |
adam&eveDDB |
Planner |
| Tim Payne |
Zenith Optimedia |
Media Planner |
| Becky Dorfmas |
Zenith Optimedia |
Media Planner |
| Phil Poynter |
Freelance |
Photographer |
| Kell Mitchell |
Twenty Twenty |
Director & Editor |
The Campaign
Introducing Bo Gilbert. The first 100 year-old model ever to be featured in Vogue.
The Brief
See confidential information
Execution
To break the conventions of the youth-obsessed fashion industry, Harvey Nichols introduced Bo Gilbert, the first 100 year-old model in Vogue magazine.
Bo’s story was launched with a film featuring Bo sharing her approach to style in behind-the-scenes footage of her photo shoot with world class fashion photographer, Phil Poynter. The film was launched six days before the centenary issue of Vogue hit newsstands to generate conversation and social buzz. The total media spend for the campaign was only £18k of which only £5k was spent on social media.
Tier 2
• In-depth coverage by the BBC News, Sky News, ITV’s This Morning, The Times, The Telegraph and The Guardian.
• The campaign generated uplifting emotional responses and endearment towards Bo and a positive attitude towards challenging ageism in fashion on social media mentions (digital articles, shares, retweets, comments)
Tier 3
• Reached over 57.4m people in the first week1
• Appeared in 77 countries worldwide without any international media buy2
• Online brand mentions increased by 775% in the first week alone (compared with previous 12-month average) 3
• Generated over 362k Google search results in the first week alone^
• The campaign has achieved the highest number of brand mentions in social media in the last 12 months 4
• Earned media value in the first week: 21x the paid media 5
• The campaign generated discussion amongst an older social media
The Situation
Because our media budget was so limited, we deliberately chose a creative idea that was extremely newsworthy so it would be picked up and circulated socially and by key media channels. To amplify the story, we created a two min film that told the story of Bo; a fabulous, independent woman epitomising timeless style. A week before the magazine went on sale, we went live with our content film via an editorial piece on vogue.co.uk and the momentum built from there. Bo’s story was picked up and shared by journalists, bloggers and influencers around the globe.
The Strategy
We knew we couldn’t achieve our objective via a one-page insertion in the magazine alone so we produced an evocative two min film to maximize Harvey Nichols’ opportunity to break through the clutter. Creating a film was crucial as it allowed us to bring Bo’s story to life by allowing viewers to love and admire the face behind the campaign. Whilst we knew the print would provide us with an incredible key visual, the film provided us with the necessary ammunition to deliver Bo’s story in a format that people couldn’t help but be compelled to share. Crucially, we needed Vogue’s buy in on the campaign before we went into production as we had such limited funds to push the content out ourselves. We needed Vogue’s editorial prowess to extend our reach so provided them with audio-visual content to allow them to paint an enriching story for their readers.