Not on the
high street
The FML Store
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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.
![A selection of gifts in the FML store](https://itsprettygreen.com/wp-content/uploads/2022/12/Picture-1.jpg?t=1721381681&ratio=0.90756302521008 648w, https://itsprettygreen.com/wp-content/uploads/2022/12/Picture-1.jpg?t=1721381681&ratio=0.90756302521008 648w, https://itsprettygreen.com/wp-content/uploads/2022/12/Picture-1-625x689.jpg?t=1721381663&ratio=0.90711175616836 625w, https://itsprettygreen.com/wp-content/uploads/2022/12/Picture-1-350x386.jpg?t=1721381664&ratio=0.90673575129534 350w)
![Two women chatting](https://itsprettygreen.com/wp-content/uploads/2022/12/DDB5F142-21BB-4029-AEC2-96E1C5B11756-min-1_11zon-1.jpeg?t=1721381694&ratio=1.4988009592326 2500w, https://itsprettygreen.com/wp-content/uploads/2022/12/DDB5F142-21BB-4029-AEC2-96E1C5B11756-min-1_11zon-1.jpeg?t=1721381694&ratio=1.4988009592326 1250w, https://itsprettygreen.com/wp-content/uploads/2022/12/DDB5F142-21BB-4029-AEC2-96E1C5B11756-min-1_11zon-1-625x417.jpeg?t=1721381633&ratio=1.4988009592326 625w, https://itsprettygreen.com/wp-content/uploads/2022/12/DDB5F142-21BB-4029-AEC2-96E1C5B11756-min-1_11zon-1-350x233.jpeg?t=1721381680&ratio=1.5021459227468 350w)
![A man in a hat in the NOTHS FML store](https://itsprettygreen.com/wp-content/uploads/2022/12/7BCC7B92-DABF-451E-B872-F8B5B7780EB5_11zon-2500x1668.jpeg?t=1721381656&ratio=1.4988009592326 2500w, https://itsprettygreen.com/wp-content/uploads/2022/12/7BCC7B92-DABF-451E-B872-F8B5B7780EB5_11zon-1250x834.jpeg?t=1721381690&ratio=1.4988009592326 1250w, https://itsprettygreen.com/wp-content/uploads/2022/12/7BCC7B92-DABF-451E-B872-F8B5B7780EB5_11zon-625x417.jpeg?t=1721381651&ratio=1.4988009592326 625w, https://itsprettygreen.com/wp-content/uploads/2022/12/7BCC7B92-DABF-451E-B872-F8B5B7780EB5_11zon-350x233.jpeg?t=1721381651&ratio=1.5021459227468 350w)
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
![Sam Thompson laughing outside the NOTHS FML store](https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-13.51.44.png?t=1721381661&ratio=0.73978201634877 1086w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-13.51.44.png?t=1721381661&ratio=0.73978201634877 1086w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-13.51.44-625x845.png?t=1721381661&ratio=0.7396449704142 625w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-13.51.44-350x473.png?t=1721381664&ratio=0.7399577167019 350w)
![Sam Thompson with an FML store box](https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.17.17_11zon-1.png?t=1721381692&ratio=1.0305466237942 1282w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.17.17_11zon-1-1250x1213.png?t=1721381653&ratio=1.0305028854081 1250w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.17.17_11zon-1-625x606.png?t=1721381690&ratio=1.0313531353135 625w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.17.17_11zon-1-350x340.png?t=1721381688&ratio=1.0294117647059 350w)
![Two men talking outside the store](https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.13.10_11zon.png?t=1721381659&ratio=1.2330677290837 1238w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.13.10_11zon.png?t=1721381659&ratio=1.2330677290837 1238w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.13.10_11zon-625x507.png?t=1721381656&ratio=1.232741617357 625w, https://itsprettygreen.com/wp-content/uploads/2022/12/Screenshot-2022-12-02-at-15.13.10_11zon-350x284.png?t=1721381677&ratio=1.2323943661972 350w)
Awards won
- IPM Gold Awards Winner – “Retail & E-Commerce” Award 2023
- AIA Awards – Best Idea/Concept 2023
- Drum Marketing Awards – Experience – Highly Commended 2023
- UK Agency Awards – Best Integrated Campaign 2023 – Silver
- FMBE – Most Effective Integration / Amplification 2023 – Gold
Shortlisted:
- PRCA DARE – Event of the Year 2023
- AIA Awards – Retail Campaign 2023
- UK Agency Awards – Best Event 2023
- Creative Moment – Creative Experiential Campaign Of The Year 2023
Results
Visitors gifted
Pcs coverage
Print circulation
online readership
influencer views
Share of Voice