Four films and editorial content were created using archive footage, driving people from Facebook, Youtube, Twitter & Instagram to message each protagonist on WhatsApp to start the journey.

Using WhatsApp, our audience were able to converse directly with icons from the past, reliving moments in time as if they were happening live.

Each user received a unique story telling experience, conversing directly with original mod Steve Barrow, Parisian photographer Bruno Barbey, and musician Major Stitch. There was simply no query too big or strange.

Each story was immersive using personal photography, videos and music from the time to enhance the experience.

At the point of submission the campaign is less than a week old, at this time, users from 33 different countries have opted in via Whatsapp to receive the story of Clarks Desert Boots and the protagonists who wore them.

To date the communications have achieved over 90% engagement rate (Messages received and read), less than 3% churn (Consumers opting out) and over 25% deep engagement rate (Conversations initiated and continued by consumers).

Whilst ‘Dark social’ is still notoriously difficult to track, we have been able to map the journey from whatsapp to e-commerce and currently experiencing 98% CTR.