Skip links

Case Study: AllSaints

AllSaints is a British fashion brand featuring clothing and accessories for men and women, operating within a culture of innovation and design. The global brand expresses attitude and individuality through its deep-rooted connections to music and film; AllSaints currently has 120 stores across 10 countries, and ships to over 200 countries via the brand’s e-commerce sites.



AllSaints was looking to reach new audiences and engage existing customers in a more impactful way. The brand was also interested in learning how global consumers were styling some of its most iconic pieces and incorporating the latest collection into their fashion choices.


The fashion retailer collaborated with Olapic to launch a global earned content campaign through which customers were invited to share their personalised AllSaints identity with the unique hashtag #ItsUpToYou. The campaign began with an internal soft launch that enabled staff members to understand the campaign, encouraging them to participate by uploading their own photography. When the campaign officially launched publicly a week later, all stores had already activated  their consumers’ imagery and displayed it at  the point of sale, in a specific gallery on AllSaints’ website, and across the brand’s  social media profiles. The #ItsUpToYou campaign was further supported by a strong multi-channel communication strategy, promoted through a campaign-specific video, social media advertising, email assets, and through  the brand’s homepage. Alongside AllSaints’ own channel promotion, the company also collaborated with new and existing influencers, bloggers, and popular Instagrammers, helping extend its reach. In only six weeks, the campaign experienced incredibly successful results. 

  • 66K
    global website visits
  • 82
    of UGC gallery visitors returned to
  • 5.74
    average photos interacted with per user
  • $15K
    directly generated from UGC image interaction

" We were extremely pleased with the results of the #ItsUpToYou campaign and the Olapic team and technology played a significant part in making it happen. Utilizing UGC and empowering our global customers through the celebration of their unique and individual style is a key strategy for AllSaints moving forward. We are planning to roll out more campaigns with Olapic, as well as integrate earned content into our BAU (business as usual) strategy through an evergreen gallery and a widget on our product pages. We’re excited to see the next stage of results. "

Cass Gowing

Global Social Media Manager, AllSaints