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In the 1990s, Benetton didn’t sell fashion.
In the 1990s, Benetton didn’t sell fashion. They sold controversy. Dead bodies. AIDS victims. War criminals. Their ads had nothing to do with clothes. But it worked. Here’s how Benetton built a billion-dollar fashion brand using shock:
Performance
Key metrics and engagement highlights
Views
85,313
16.5%
CTR
2.42%
3.7%
Retention
85.2%
16.6%
Engagement
0.28%
63.0%
Growth
36
99.5%
Content mix
How this thread is built
Images | 89% | |
Videos | 22% | |
Read time | 1:53 |
Audience retention
How far readers make it through the thread
Average Tweets read6.8
In the 1990s, Benetton didn’t sell fashion.
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This thread
Typical retention not available
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Full Thread
Hook and key tweets
In the 1990s, Benetton didn’t sell fashion.
They sold controversy.
Dead bodies. AIDS victims. War criminals.
Their ads had nothing to do with clothes. But it worked.
Here’s how Benetton built a billion-dollar fashion brand using shock:
Notes
Add observations or ideas tied to this thread