Selfridges aimed to acquire new customers and increase average order value of existing shoppers in key Chinese speaking territories by creating a culturally relevant & sensitive Lunar Year campaign. I was tasked with supporting the Fashion Directors by delivering all digital assets and collaborating with Alexandra Leese to conceptualise a campaign that promoted Asian artists and their experiences. Hitting the right cultural notes was crucial to both engage and build credibility. The campaign’s success was evident, meeting all of its key sale and acquisition targets and featured as a highlight on Campaign Live.
