social media

Primark fortuneteller to send personalised Christmas messages via Twitter


Primark is celebrating all-things Christmas jumpers with a Twitter campaign this Friday that will see fortunes told via customised videos and animated GIFs.

The value-based fashion retailer, which has recently opened its first two stores in the US as well as one in Spain, will introduce “Mystic Mother Christmas” in order to send personalised responses to its social media fans.

Consumers are invited to post Christmas jumper selfies (Friday is “officially” National Christmas Jumper Day in the UK) with the hashtag #mysticmotherchristmas to get their festive custom responses.

Created with agency ODD and supported by the teams at Twitter and Giphy, the aim, said Primark, is to have a little fun and to give something back to its 7m followers (127,000 of which are on Twitter).

“Christmas is the time for giving and we’re giving you one of the greatest gifts of all, a smile (and a personalised message from Primark of course). We’ve found our very own Mystic Mother Christmas to help make Christmas Jumper Day even more exciting. No complex ways of entering or joining in, just tweet with the hashtag #mysticmotherchristmas and we’ll bring the party to your Twitter feed. If you make a real effort we’ll return the favour and give you an extra special video message,” says Olly Rzysko, head of digital communications at Primark.

Mystic Mother Christmas herself, otherwise known as Shelagh, is a little nod to films including Advanced Style and Iris (about fashion icon Iris Apfel), but inspiration also came from the A Very Murray Christmas Netflix special, Rzysko added.

The initiative celebrates the brand’s partnership with Unicef Ireland and the UK’s ITV Text Santa campaign supporting Make A Wish, Save the Children and Macmillan Cancer Support. €2 and £1.50 respectively from every Christmas jumper sale at Primark goes to the funds.

Some of the best videos from the day will appear on the Primark YouTube channel as well as via Giphy.


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Harvey Nichols #CouldIBeAnyClearer Christmas campaign lobbies for better presents


Harvey Nichols is following up on its award-winning Sorry I Spent It On Myself campaign from last year with another cheeky take on the holiday period combining both a line of gift cards and a short film.

“Could I Be Any Clearer”, as it’s called, is based on the idea of ensuring people get what they really want for Christmas off the back of research showing nearly half of all UK adults were disappointed with a present last year. ‘Tis the season for receiving and not just giving after all…

The cards feature six traditional Christmas designs (robins, doves, wise men and more); each one with copy wishing Season’s Greetings or Good Tidings before changing tact and demanding specific presents. One such example: “Season’s Greetings…will be very awkward if you don’t get me a pair of Charlotte Olympia silver Octavia sandals. They’re the platform ones with the 6” heel. Size 4 ½, or a 5, if that’s all they’ve got.”


That example appears in the accompanying film created by advertising agency Adam&Eve. In it a young woman is seen writing the card and delivering it to her bemused Auntie Val.

Harvey Nichols is also offering customers the ability to create their own Could I Be Any Clearer card online. There’s also a Christmas card app that creates a personalised digital card for every product on the retailer’s website. Each can then be printed, emailed or shared via social media.

data digital snippets e-commerce technology Uncategorized

Digital snippets: adidas, Nars, Hermès, Cole Haan, Wall Street Journal, F-commerce

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • adidas gives Facebook users personalised version of Ebenezer Snoop holiday campaign [PSFK]
  • Nars creates a digital journey into the world of Andy Warhol [L2 Think Tank]
  • Hermès launches on Tumblr and Pinterest [Hermès]
  • Tumblr unveils accessories spotlight section sponsored by Cole Haan [Mashable]
  • Wall Street Journal launches shoppable holiday gift guide [AdAge]
  • F-commerce ‘too soon’ for retailers, says Facebook’s retail director [Marketing Magazine]
  • The end of the smartphone era is coming thanks to computerised glasses [BusinessInsider]
  • EyeSee store mannequins gather intelligence on shoppers [Gizmag]
  • Ready to download your next pair of shoes? How 3D printing is turning bits into atoms [BusinessInsider]
  • Facebook aims for luxury brands with study into how the rich use social [Econsultancy]
social media Uncategorized

Burberry sends out personalised GIFs in #thanksamillion campaign

Burberry is celebrating reaching 1m followers on Twitter with a hashtag campaign thanking individual fans.

The first 3,000 people who retweet or mention @Burberry and #thanksamillion today, are being sent a personalised GIF featuring their Twitter username alongside rain streaming down the window outside (as seen with mine above).

A quick look at some of the feedback on Twitter so far sees comments including:

“I feel very honoured”

“This is too cool. Is it weird if I frame it?”

“Great idea and very well executed”

“THIS is why Burberry is doing so well”

Another success story for the in-house digital team then.

The move follows the brand’s use of animated GIFs during its #tweetwalk at London Fashion Week in February.


Wallpaper* mag invites readers to create own covers again

Wallpaper* magazine has launched its second customisable covers initiative ahead of its August issue.

Following on from the success of last year, readers can once again create their own cover based on a series of graphics, shapes, colours and photography.

Each design will be bound to a copy of the August “Handmade issue” and delivered to the reader.

A series of animated designs can also be selected for use online, with each creation displayed in the Custom Covers gallery at

A Rolex ‘Live for Greatness’ ad on the back page can be personalised too. One of two watches can be selected, as well as a date that will appear on the face of the timepiece, alongside the line: “Some days are made for greatness”.

Publishing director, Gord Ray, said: “Our last Custom Covers project was incredible, with more than 21,000 unique covers created – and delivered. This time, we have an even better design tool, and the back-cover ad from our partner Rolex really adds to the interactive, bespoke experience.”

Applications are open until May 31. The issue goes on sale July 14.