The ads used images of the dress that shifted in colour, as well as including social media calls to action that the brand was monitoring and responding to.
According to Addison, increasing sales wasn’t the only goal. "We did see an increase in sales but we also wanted to capitalise on this from a brand engagement perspective in particular. The Visits to our site increased significantly to 1.2million," he commented.
"We saw an increase in product detail views of over 3000% on the day. That is massive exposure for our brand that we were able to capitalise on because we could see the data in real time. These days I think it’s incredibly important that brands have access to that data as it happens or it would be really easy to either miss these opportunities or fail to understand what effect it was having on your brand," he added.
Roman Originals is now creating a limited edition gold and white version of the dress which it will be auctioning off on eBay, with proceeds going to Red Nose Day.
(The article first appeared on MarketingMagazine.co.uk)