Publicis Dialog has created an online campaign for fashion retailer New Look’s forthcoming Go Organic with Cotton, a tie-up with television presenter Fearne Cotton.
The campaign, which launches today (July 17), aims to drive users to a microsite promoting the new range. Cotton fronts an interactive competition that challenges visitors to the site to answer questions about a nominated friend to see how well they know each other. The more questions they can answer, the more chances they have to win. Prizes include festival tickets, a video iPod and the chance to win a summer wardrobe.
The campaign is supported by an e-mail and paid for search strategy which aims to push traffic to the site and footfall to New Look stores nationwide.
The Go Organic campaign follows Publicis Dialog’s work for New Look’s Lily Loves campaign, which saw actual visitors to the retailer’s site jump 439% on target figures, with registrations to the associated competition 475% above target.