“Amazon makes being nice fashionable with new anti-judgment campaign” – Yahoo! News
“These Fashion Bloggers Are Uniting to Stop Body Shaming” – Who What Wear
“Amazon wants to make the fashion industry less shame-y.” – ELLE
Objective
After a successful European brand launch Amazon Fashion needed to keep momentum going, reminding all of EMEA of their brand positioning ‘Don’t look like me, look like you’
But this time with a tiny budget.
Concept
We created the social movement #SaySomethingNice with a diverse cast of Europe’s favourite fashion influencers.
We launched with a film starring our 8 influencers speaking honestly about the abuse they receive and at times are guilty of saying themselves. They concluded with pledging to #SaySomethingNice
We then used our always on content to promote our message encouraging a whole month for the fashion world to #SaySomethingNice.
Results
The campaign received global coverage. From India to the US to Ashton Kutcher our message spoke to women and men all over the world.
The film received over 3 million organic video views and increased the channels engagement.
Our influencer partners shared with us the hurtful comments they recieved and we asked the public to say something nice instead.
We gave our always on content a Say Something Nice spin to encourage our positive messaging.
To wrap up the campaign, we asked all our influencers and fans (even Ashton Kutcher) to pledge along with us to #SaySomethingNice