C&A offered a solution to a big problem among women: insecurity when shopping. After all, what woman never wished for a little help choosing the right clothes?We decided to offer our consumers help from a giant network of people.We put the clothes of the new collection on Facebook. There, users could click on 'like' for the items they liked better.These 'likes' were added up in real time on the hangers of the actual piece of clothing in the store, helping thousands of women in the difficult mission of choosing the ideal clothes.

We created a buying tool that, in a kind of game, allowed users to block their Facebook friends, preventing them from buying the same clothes.At the brand's site, people connected to Facebook and could get to know and buy clothes from the new collection. If they chose a piece that had already been purchased by a friend, they received a warning blocking it for purchase. Otherwise, they would be free to buy the piece, thus blocking their friends.In another situation, in which 2 friends were interested by a piece at the same time, a fun challenge began to let them know who would be entitled to exclusiveness while buying.An effective media mix, which included blog posts, reference sites, and social networks, ensured the action's success. Those environments generated 66% of all Look Block traffic.

With this action we were able to materialise Facebook’s ‘likes’, changing the consumer’s relationship with the digital world. The ‘likes’ left their Facebook environment and became a sales argument at the C&A stores.C&A not only offered a curatorial service, but it also gave power to woman to be fashion curators too. Total times the subject was mentioned: 7,011Potential number of impacted people (sum of the followers and the ones that mentioned it): 8,872,606New fans between April and May: 82,510Views on 'Fashion Like' tab: 53,674Video views (YouTube): 65,273Blog posts, sites and content gatherers: 1,682Research results on Google: 1,050,000In addition, we also acquired new fans in 20 different countries including all continents with the exception of Oceania.