Fever London’s Perfect Fit Model Competition

Fever London is one of Britain’s most exciting independent fashion brands, with collections inspired by beautiful vintage prints and feminine silhouettes. We’ve been working with the brand since October 2013 looking after their natural search strategy. To date, this has involved integrating their content, social media and online PR activity to help establish the brand as an authority on vintage fashion.

As part of our on-going work, last month we supported Fever London with the launch and promotion of their Perfect Fit Model Competition. Our mission was to find five ‘real life’ models in a variety of different dress sizes who would take part in a photo shoot in and model key pieces from Fever London’s SS14 collection. From April 2014, these images will be featured on product pages on Fever London’s website to show exactly what each design would look like on real women in sizes 8 to 16.

We developed this campaign specifically to grow and increase engagement of Fever London’s social media audience across all platforms, particularly Facebook. We also wanted to boost online brand awareness for Fever London by contacting relevant fashion and vintage bloggers and publications about the competition.

The competition launched on Facebook in January and we were thrilled with the coverage and buzz it received. There were 65 entries for the competition and a whopping 11,900 votes were cast! The final winners were Catherine of Not Dressed as Lamb, Deborah of Bang on Style, Elizabeth of What Lizzy Loves, Celina and Nikki who all received the most votes in their size category from Fever London’s Facebook fans.

Last Saturday, the five competition winners headed up to Fever London’s headquarters and spent the day being pampered and styled for their photo shoot. Our senior social media and content consultant Alice also went along to capture all the action on the day and we thought it would be nice to share some of her photos. I think you’ll all agree the models looked fabulous!

This campaign received a huge amount of buzz online and some of the positive coverage the campaign received is below:

Should we have models that are all different sizes?

What online retailers can learn from Fever London’s ‘perfect fit’ campaign

The final images from the models’ photo shoot will be up on the Fever London website on the 1st April and we will also be sharing a full case study about this work shortly. Watch this space!