The Brief

We were tasked with creating a compelling, social-first campaign for Farfetch’s 2017 Holiday campaign. The concept needed to be channel-agnostic across all owned, paid and earned media, innovative and a digital-first approach, as well as span all global markets for the brand.

This holiday season, Farfetch took gifts to new extremes.

What We Did

#GiveItLiveIt was born from the insight that consumers demand experiences over things - even the most beautiful items that Farfetch has to offer. In connecting the incredible experiences you could have with the items you bought we conceived a truly international campaign that spanned all markets and rolled out across the full holiday period from Chinese Singles' Day to January Sales.

The strategy was deep-rooted in the universal truth that consumers value experiences over products. The luxury customer collects stories and memories, born of experiences, that define them as people. Experiences have become an integral and central form of social currency. Whether it’s gifting a pair of shoes for your next night out with friends, or diamonds for yourself to celebrate that new win at work, Farfetch was able to seamlessly link product to experience, bringing an emotive approach to their content for the first time.

The reach of the campaign was increased through a global influencer gifting strategy that resulted in over 50 influencers sharing compelling experiences they had over the festive season, linking direct to product and site. Consumers were invited to get inspired, shop and share their most OTT party looks, FOMO-inducing travel destinations, and unexpected twists on holiday traditions.