Bluefly | Mashable Award-Winner


Bluefly is one of the world's largest online fashion destinations, offering over 2,500 brands. Seeking to deliver fashion that "doesn't feel exclusive in price point or attitude," Bluefly offers designer apparel, shoes, vintage accessories, beauty products and even home goods.


Bluefly approached 818 Agency to help them increase the time -- and money -- spent on their site.


Capitalizing on emerging tools for users to share their own content, we developed a content strategy for microsite "Closet Confessions," which encouraged user-generated photos and video with contests while engaging customers with professionally developed celebrity "Closet Confessions." Our approach coupled incentives for users to produce their own content with promotion strategies to engage the right audiences.


  • Average site orders jumped 50% (from $300 to $450)
  • Unique monthly visitors to now visit an average of 2.2 pages
  • The site was a Mashable 2.0 Fashion Award Winner

Key Takeaways

"Closet Confessions" had a significant impact on Bluefly's engagement -- and more importantly -- sales. Where viewers previously visited the site and quickly exited, and in many cases failed to return, visitors to after the launch of "Closet Confessions" remained on the site to visit more than 2 pages, in many cases completing a purchase. Average site orders immediately following the campaign jumped 50% from $300 to $450.

Engagement leads to sales. When e-commerce brands can give passive viewers a reason to become active users, they are more likely to convert those viewers into returning customers.

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