“turning the world of beauty on its head”
the net-a-porter “upside down room” was a photo-op event set up by ceft and company new york to encourage social media engagement during a net-a-porter anniversary event. the room was designed to create an optical illusion, making visitors appear upside down when taking photos, which was then encouraged to be shared on social media platforms like X (twitter), instagram, tik tok and facebook. the campaign used the hashtags #netabeauty and #turnbeautyonitshead to promote the event.
the key features of the event were:
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- • optical illusion: the room was constructed in a way that created a visual distortion, making people appear upside down when photographed.
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- • social media focus: the primary goal was to encourage guests to share photos from the room on social media, contributing to a viral campaign.
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- • event-specific: the room was created as part of a net-a-porter anniversary event in new york city.
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- • partnership with ceft and company: the concept, ideation, design and construction of the room were handled by ceft and company new york.
“in just 3 days…”
the results were an unexpected 13,000,000 impression within just 3 days of the event, and this was not accounting any press articles, not to mention that this accounts for only the posts tagged with the “suggested” #netabeauty hashtag, which not everybody followed. view all work related to this project.
