Ssense: 20 years celebrated with playful offline outreach

Luxury fashion e-commerce giant Ssense is breaking new ground by taking its marketing efforts offline and onto the streets. In celebration of its 20th anniversary, the company is embracing Out-of-Home (OOH) advertising, a departure from its usual digital dominance. The captivating billboards are set to grace the streets of Toronto and Montreal, making a bold statement that transcends the online realm.

A Refreshing Approach

Ssense's latest campaign, targeting its core demographic of 18- to 40-year-olds, is a departure from traditional product-focused OOH fashion creative. Thom Bettridge, Ssense's Head of Creative and Content, sheds light on the strategy shift, emphasizing a focus on text over visuals. The billboards showcase crowd-sourced content from social media, featuring memes and comments that authentically capture the lighthearted sentiments shared by Ssense's devoted fan base.

One notable aspect of the campaign is its playful take on the pronunciation of the company's name. Some billboards cleverly poke fun at the challenge of correctly saying "Ssense" (pronounced as "essence"), injecting a touch of humor into the offline experience.

Speaking the Language of the Internet

Acknowledging that the majority of Ssense's shoppers belong to Generation Z and Millennials, Bettridge highlights the significance of the internet as their primary language. The OOH creative is carefully crafted to seamlessly integrate into the conversations these consumers are having online. Ssense aims to surprise and delight its audience by bringing familiar online content into the offline world, creating a sense of connection and recognition.

"We want to give our audience the pleasant surprise of seeing something they know online in a highly offline setting," says Bettridge, emphasizing the goal of making customers feel heard both online and offline.

Expanding the Impact

The campaign's reach extends beyond Canadian borders, with plans to showcase these innovative billboards in New York and Los Angeles. The unique OOH experience will be on display until the end of the year, leaving a lasting impression on viewers and reaffirming Ssense's commitment to pushing boundaries in the luxury e-commerce landscape.

A Global Force in Luxury E-Commerce

Ssense's foray into OOH advertising comes on the heels of its recognition as "one of the most valuable luxury e-commerce operations in the world," boasting a staggering 2021 valuation of $4.1 billion dollars, according to the New York Times. This bold move underscores the brand's commitment to staying at the forefront of innovation and engaging with its audience in unexpected ways.

As Ssense continues to evolve and celebrate two decades of influence in the fashion industry, its offline venture signals a new chapter in connecting with consumers and breaking free from the confines of the digital realm.