Who: English fashion accessories designer Anya Hindmarch
What: An “astro-biographical journey to discover your universal truths, astro-facts and space oddities,” the What Planet Are You On? microsite is a rich experience to promote Anya’s SS14 Collection. Filled with personal insights based on your birthday, the campaign has it’s own hashtag, results can be shared across social media, and participants can enter to win their own bag.
Why: While I’m no longer spending time on Facebook taking quizzes to find out which member of Jem & The Holograms I am, sharing one’s uniqueness is a cornerstone of social activity, and makes the #whatplanet campaign a thematically on-point, content-rich exploration of everyone’s favorite subject – themselves! I appreciate that a social share of the campaign isn’t just a blanket promotion for others to participate, but actually culls content from my results. Sharing my results via Twitter, for example, resulted in the tweet “According to @anyahindmarch I’m trustworthy and should become a judge. #whatplanet are you on? whatplanetareyouon.com” Love. Additionally, the execution is flawless, pulls from multiple astrological traditions and is quite pretty to look at. This Gemini is thoroughly distracted.