Manchester Arndale

We live in a world of influence, where to many, nothing is as important as how you’re portrayed across social. More young people dream of being a Youtuber or Insta influencer than being a pop star. And virtually all young people dedicate every aspect of their existence to chasing likes, shares, retweets, subscribers and followers.

So this year, Manchester Arndale’s campaign used 6 influencers with highly engaged followings to spread the word that Manchester Arndale with its 200+ stores has everything you need to rule the ‘gram.

Welcome to the age of the influencer, will you be a follower or a leader?

#FashionWorthFollowing

This campaign was created during my time at Refinery, produced by The Gate Films and directed by James Clancy.

Naturally with this being a socially focused campaign, driving conversations and creating buzz was our primary aim. So each of our featured influencers (many of which had huge UK and North-West followings) distributed our content for us. It was then redistributed, liked and shared by friends, family and their followers.

Brand activation

In the original concept we wrote it so each vignette would have been shot in the corners and middle sections of a huge hashtag. The grand finale would have seen the camera pull overhead to reveal the fashion was being shot around it, in a huge fashion studio. Reemphasising our #FashionWorthFollowing concept.

Unfortunately this part didn’t see the light of day, which also laid waste to the nice little activation we proposed below. Oh well, you win some you lose some.