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
Two women chatting
A man in a hat in the NOTHS FML store

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
Sam Thompson with an FML store box
Two men talking outside the store

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

M

Print circulation

m

online readership

m

influencer views

%

Share of Voice

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