Lily Allen came from the online world, so when New Look launched her dress range, we created a site, linked to Lily’s online communities, styled to resemble a girl’s diary, which hosted a competition to attend her launch party.

In just 3 weeks we collected 80,000 emails.

We used this database to drive traffic to a Summer festival site hosted by Fearne Cotton, the face of New Look’s Organic Cotton range. Building on this activity we launched New Looks’s Autumn-Winter collection online with an interactive competition to Create Your Look and win £1000 worth of clothes.

The phenomenal response laid the foundation for New Look’s e-commerce site.