Back to school is an important retail experience for families. This campaign looked to leverage the influence of instagram at that time with a “Be your best Selfie” theme.

WESTFIELD BACK TO SCHOOL CAMPAIGN

Using the themes hashtag would give people the opportunity to win gift cards, styling sessions and attend live entertainment. It was the most successful B2S campaign yet.

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The talent were all non-model children of employees which gave the imagery even more authenticity

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The social media campaign used the hashtag #BeYourBestSelfie

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