The Foschini Group’s Radically Convenient Shopping Experience

The Foschini Group is one of the largest clothing retail companies in South Africa, managing a wide variety of brands that serve a diverse range of South Africa's highly segmented market. Since 2014, NATIVE VML has been working with TFG to completely overhaul their online shopping experience. Together, we are working towards an online platform that unites the entirety of TFG's retail brand offerings under one shared system, so customers can easily shop across brands online as they would in a brick-and-mortar shopping centre.

Case study

American Swiss Drop The Hint

In 2018, men were being followed all over the internet by loads of pink adverts for diamonds. It wasn't a mistake. They'd been set up by their girlfriends and American Swiss Jewellers.

The Drop the Hint campaign used the power of retargeting to help ladies drop unmissable marriage hints for their men all across the Internet.

We started by finding the right women through their Facebook relationship statuses. They chose the ring they wanted. Then we sent their boyfriends a funny video with a tracking pixel hidden in it. Once they'd opened it, the retargeting began.

When they finally took the hint, we directed them to a microsite where we came clean and offered them 50% off the diamond to sweeten the deal.

Challenge

American Swiss sells more engagement rings than any other jeweller in South Africa. But they'd sell a lot more if guys weren't so bad at picking up the pretty obvious signals women send out when they're ready to be proposed to.

So, we wanted to find a way to help women drop the kind of hints that were impossible to miss, even for the most unintuitive of the male species.

Idea

We started by targeting the women who would most likely be getting engaged in the near future. This was done using Facebook relationships statuses.

With their help, we targeted the boyfriends who would be making the actual purchase of the engagement ring.

Then, using media retargeting, we followed the boyfriend all over the internet with carefully crafted messaging that leveraged off the content of the website they were on at the time.

Once they clicked on one of these messages they were taken through to a microsite with the ring she chose and a 50% off discount to sweeten the deal.

Result

Over 3000 ladies dropped the hint in the first few days, and a video open rate of 89.5% proved that their guys took notice. 1% of guys clicked the 'buy' button, which means that dozens have popped the question.

Awards & Recognition

Creative Circle Awards 2018 Digital & Interactive