Relaunch Campaign #momentsofchic
Piperlime rebranded and relaunched as a social shopping-centric platform tied closely to influencers and celebrities. It was Gap's most elevated fashion brand at the time. We blazed the trail with strong social engagement from customers, allowing them to shop by Instagram story type and curated hashtags.
We lead with a curated selection of UGC (user generated content) at the top of the page. Every week the messaging would update to the current new trend or story. A magazine cover approach to the rest of the content gave her bite-sized leads.
This story type would always focus on a key item that would make one look effortlessly chic. We'd showcase the item, offer an interesting history, and tie in an influencer's take on how to get the look.
Piperlime was know for their guest editors; Rachel Zoe, Byrdie Bell, Olivia Palermo, and Chrissy Tiegen to name a few. Each editor would have their own landing page full of content and showcasing their picks from our collection.
A look that could be work from desk to drinks inspired our #16hrstyle hashtag and content creation. The billboard featured the whole look and invited the customer to purchase the key pieces directly below. Again supporting the message with a guest editor pov was always a strong win.
The Wear Factor
The wear factor would educate her on how to get more milage out of one key piece. The scrolling product below the primary rotated through whole outfits anchored by one amazing piece, e.g. floral pants. In this example, the sort below offered more amazing floral product.
Revamping the typical new arrivals sort, we curated the rows, offering more selection for her on one page. She could choose which was more interesting and opt-in to see the full sort versus endless scrolling through a mishmash of unrelated product.
Our UGC content was showcased on the stylefeed section of our site. Endless inspiration she could scroll tirelessly until she found an image she wanted to shop. Lazy loading allowed for us to host our entire instagram feed.
Stylefeed UGC pop-up
Once she landed on an image that caught her eye she could simply click and be directed to what products in that shot we carried and where to find them.
Search Feeds Gallery
If you were looking for something specific we offered search capabilities on the stylefeed section. Want to only see "The Wear Factor" messages? Select from the dropdown and all related feeds would culminate at the top of the page.
A suggested update to the stylefeed section of our site offered the same gallery view and search capabilities but we also were able to tell more stories and get more credit for our amazing guest editor partnerships. Each tile could be "opened" to give the customer a deeper look into the message. Shoppable pop-ups were also provided.