Edgars is South Africa's largest retailer with the widest range of branded clothing, footwear and accessories.

Case study

Edgars Emoji Fashion Show

Edgars has been an iconic part of South African fashion for years. Unfortunately, it has started to lose its significance in the market and was getting a reputation for being dated.


We were tasked to showcase the Edgars' 2016 Summer range in an exciting way that would break through the clutter, showcase their fashion credibility, and build brand engagement.


We decided to pioneer a new way of engaging in the digital space and hosted a live online fashion show which was broadcasted on Twitter via Periscope, supported by Instagram stories sharing exclusive behind the scenes content. 
The campaign invited users to curate the show by tweeting an emoji combination along with #DreamLaughLIVE and tagging @EdgarsFashion. A team of stylists then created outfits in real time based on the emoji combinations. Each outfit was also photographed and shared as content on the Edgars' social channels, including those that did not make it on the live show. The top 5 outfits based on likes each won an R1000 Edgars shopping voucher.



The campaign #DreamLaughLIVE reached an audience of over 1 million users on Facebook and generated 460 000 Impressions on Twitter. 

Awards & Recognition

Loeries 2017