FML Store From Not On The High Street

The Challenge

In line with the new 'Make More Moments of Joy' brand platform, our challenge was to drive awareness and consideration of NOTHS with an 18-35yr old audience. Delivering high-impact reach to begin to shift consumer perception.

The Approach

We devised a campaign focused on acknowledging and gifting the epic fails and FML (f*ck my life!) moments – rather than expected gifting occasions.

We co-created a shoppable product line-up on NOTHS site dedicated to life’s key FML moments from love trouble to work dramas and coinciding with Mercury in Retrograde, we opened the FML Store - a retail empath-orium allowing visitors to exchange their real-life FML moments for free ‘chin-up’ gifts from the edit.

The Solution

We conducted research into Brits’ FML moments, finding that we endure seven bad - or “FML” - days a month. Over half of Brits agreed that an unexpected gift positively lifts their mood enabling us to organically drive the sentiment behind The FML Edit.

We partnered with TV personality Sam Thompson to launch the FML Store with consumer media and on social channels, revealing his own self-deprecating FML moments.

The Impact

We doubled average Share of Voice on FML Store opening days​ with a national news sell-in, securing high-reach coverage. We invited popular ‘What’s On’ TikTokers to capture content of The FML Store for their channels - with a large percentage of Gen Z visitors claiming this as the reason they visited the store.


visitors gifted at pop up
3.17 million
print circulation
81 million
influencer views
pieces of earned coverage
250 million
online readership
share of voice


FML Store From Not On The High Street

Brave and bold creative PR, activated through the line, to engage a new audience demographic and support the brand’s relaunch

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