To highlight WE Fashion's strategic direction and motto 'Better Together' - the agency came up with the idea to make a sweater for two. Yes, that's right, a double sweater, to bring you (even) closer to the ones that you love, at Christmas. The twist is that the families and friends wearing the 'Better Together' sweater are not your normal, typical families. Therefore making a potent statement on what's the new norm in today's diverse society.

The sweater was both a communication vehicle for the PR and social campaign - and limited edition product for sale in-store and online. The idea was brought to life by a social video featuring 'modern families and friends' that are truly 'better together' at Christmas.

The PR was split into three tracks. This was to maximize reach, exposure and visibility to the target audience. All three tracks kicked off at the campaign launch date, which was a good month before Christmas.

Track one was a media outreach to national and lifestyle press with a press release and the campaign video.

Track two was a very special dinner for top, mainstream Dutch influencers with large followings on social media. At the dinner they all wore their own 'Better Together' Sweaters, and posted about it on social.

Track three was a funny, perfectly angled piece in De Speld, which is the Netherland's most viral website, which sees 6 million page views per month.

The social video and collaboration with influencers sparked a great deal of social engagement especially on Facebook. Not only influencers but fans posted about their own sweater and the person they wore it with.

The target audience of 20-34 sees the campaign as fitting with WE Fashion, eye- catching, fun and appealing. And it received overall positive scores on emotional and rational values.

There was a positive development with regards to WE Fashion's brand image - seeing a +6 % rise in 'appeals to me personally' and a +6 % rise in 'has stylish clothing'. But most relevant to the campaign's objectives - and the highest score - was a +12 % rise in 'brings people together'.

So it would seem that the 'Better Together' Sweater really did bring people together for Christmas 2017.