ONLY Jeans - Our basket is full – how emotional storytelling in the digital space drove commercial success

Danish-based international fashion brand Only began to falter after a decade of success and growth. In an effort to reengage with consumers, Only took the step of reinventing the fashion catalogue for the age of digital entertainment, using the power of digital to tell stories. Their approach involved creating an immersive and interactive film to showcase and sell their clothes. Fifteen million people across Europe engaged with the experience and annual online sales increased by just under 300% in 2012, while offline sales grew by 14.3%, and the campaign is estimated to have yielded a revenue ROMI of 53.8.