In Twitter, 'trending topics’ are words, phrases or themes that become the most popular and are in vogue during a specific period of time. So, Ripley wanted to show that Twitter’s trends also came to life in their stores.

To do this, we DAILY listening to all the different conversations on twitter, which let us track the trending topics of the day many hours ahead. 

With that data in mind, models, production designers, musicians and stylists, began to work in order to produce a 10 second video about set trending topic.

We made 27 videos based entirely on the data collected from Twitter on a really tight time frame, just a few hours to create complex videos including music, sets, make up, props and animations.

The idea was simple: inform Twitter users about the current Trending Topic through a video showing the best our stores had to offer, in that way we established a connection between the brand and the consumers in real time and in an empathetic way. 

For two weeks, we did not only talk about trending topics on twitter in a different way, but we also showed the best of our stores in an action that became the most viewed and retweeted in the category in Peru, besides achieving a 20% increment in visits to the store’s website.

• 100.000 retweets

• 300.000 views

• 5% online sales increase during the 2 weeks the campaign lasted

We used 3 different tools to monitor Twitters behavior in Peru, and to do so, we had 5 analysts  working around the clock for two weeks on a film set.

Every two hours, as a response to the reports given by the analysts, a production team coordinated the different looks, animations, props and music needed to produce a short video communicating the current Trending Topic in Twitter.

Ripley has become one of the leading fashion stores in Peru by offering a large variety of brands from all over the world. That’s why whenever there’s talk about trends and fashion, Ripley has to be a part of it.

However, its twitter account, unlike its Facebook and Instagram accounts, practically didn’t have any interaction with its consumers. It was urgent to start talking to them in a dynamic way, according to the platform’s language.