Not on the
high street

The FML Store


The Challenge

In line with the new Make More Moments of Joy brand platform, we were tasked to drive awareness and consideration of NOTHS with an 18- to 35-year-old audience, whilst delivering high-impact reach that begins to shift consumer perception.

The Approach

We devised a campaign focused on acknowledging and gifting the epic fails and FML (f*ck my life!) moments – rather than expected gifting occasions.

We co-created a shoppable product line-up on NOTHS site dedicated to life’s key FML moments from love trouble to work dramas and coinciding with Mercury in Retrograde, we opened the FML Store – a retail empath-orium allowing visitors to exchange their real-life FML moments for free ‘chin-up’ gifts from the edit.

The Solution

We conducted research into Brits’ FML moments, finding that we endure seven bad – or “FML” – days a month. Over half of Brits agreed that an unexpected gift positively lifts their mood, enabling us to organically drive the sentiment behind The FML Edit.

We partnered with TV personality Sam Thompson to launch the FML Store with consumer media and on social channels, revealing his own self-deprecating FML moments.

We doubled the average Share of Voice on FML Store opening days​ with a national news sell-in securing high-reach coverage and we invited popular ‘What’s On’ TikTokers to capture content of The FML Store for their channels – which a large percentage of Gen Z visitors claimed as the reason they visited the store.

“Thanks again for everything on this project – it was a brilliant campaign and we were all super happy with it! Here’s to a future industry award win :)”

Not On The High Street PR Manager

This is now an IPM Gold Awards Winner – “Retail & E-Commerce” Award 2023


Visitors gifted

Pcs coverage


Print circulation


online readership


influencer views


Share of Voice