Farfetch worked with 8 Million Stories (8MS) to create the Boutique Finder widget.
8MS began working with Farfetch in the summer of 2013. In 2014 our strategy focused on the creation of unique and interactive digital assets that could be used for blogger outreach and ultimately create SEO benefit for Farfetch.
Farfetch constantly strive to provide inspirational content to their customer base that will showcase boutiques and clothing lines across the world. Therefore, the idea of the Boutique Finder widget was born. The innovative widget enabled users to select a series of options based on their own personal fashion style, which resulted in the widget providing a selection of fantastic boutiques that were most relevant to them. In addition to promoting the boutiques, the results also linked directly through to Farfetch, thus allowing customers to shop the collection.
Throughout 2013 and 2014, developing smart, engaging, creative assets was at the heart of the Farfetch SEO strategy, and the Boutique Finder widget was just one example of the excellent impact this strategy has had. We had a fantastic response rate—with 31 per cent of bloggers contacted getting back in touch—and the feedback was universally positive. Forty bloggers chose to embed the widget on their website, with users finding it genuinely engaging and useful. All of this drove an increase in brand awareness for Farfetch, as well as valuable, ethical links back to their main website.
Overall, the project has been a significant success and led to 30 per cent increase in organic sessions year-on-year following its release in September and October, and a 48.25 per cent increase in organic revenue over the same period.
The campaign resulted in 8 Million Stories and Farfetch winning Best Use of Organic Search and the 2015 Grand Prix for Best Overall Campaign at the Performance Marketing Awards.