The following entry tells of a ground-breaking social media campaign for clothing brand ellesse, developed as a standalone world-first social media event, borne out of an original strategy and idea from within MediaCom UK.

As an established brand, but with limited budget and very low awareness versus global competitors, ellesse challenged us to create an online moment that punched well above its weight. That’s exactly what we did. With 3.4 billion hashtag views and 92 million social engagements, we re-invented online shopping as an entertainment event: the world’s first live shoppable concert on TikTok starring ellesse brand ambassador Zara Larsson.