Description

Goals:

Shift the marketing focus from reach to depth: the key KPI is not just reach, but emotional connection and loyalty.

Increase emotional engagement with family audiences and bring the brand story closer to them.

Go beyond traditional advertising — create a cultural, emotionally innovative project that captures the spirit of the times.

Objectives:

Develop a unique entertainment format that’s seamlessly integrated with the brand and its values.

Turn family shopping into a playful experience through self-irony and children’s participation.

Launch content with strong acoustic virality on social media — sparking user-generated content, discussions, and memes.

Improve KPIs: increase purchase frequency, average basket size, and the share of loyal customers.

Background:

In 2024–2025, the Russian fashion market is undergoing a transformation. With the exit of international brands, local players are actively gaining ground — and consumers are increasingly seeking not just clothing, but emotional experiences.
SELA responded to this challenge boldly and playfully by launching its own makeover show, “Dress-me-kids” / “Pereodetki”, where family shopping is turned on its head: now it’s the kids who decide how their parents should dress. The format combines fashion, humor, and warm family chaos into a content-driven event.

Execution:

The show is hosted by a dad-blogger and his daughter — a young girl named Lia, who instantly became the face of the project. Her charisma, sharp humor, and ability to talk to adults as equals set the tone of the show: lighthearted, witty, and genuinely alive.

Guests included popular bloggers and artists, each appearing with their children.

Six young stylists — the guests’ children — were given total creative freedom to choose looks for their parents.

Filming took place in SELA’s flagship store, completely opened up for creative experimentation. In just 3 days, 12 looks were created — ranging from stylish to deliberately outrageous, each one reflecting a child’s bold fashion vision.

The show premiered on Ivi, RuTube, and VK, ensuring wide reach and a strong multiplatform presence.

The project brought together the brand, influencers, and their audiences around a shared emotion — the joy of shopping together without pressure or perfectionism.
Lia became the show’s icon, and memes featuring her quotes spread rapidly across social media. The format proved so alive and relatable that requests for a second season began even before the final episode aired.

Results:

42 million views of teasers; nearly 7 million views of the main episodes
+11% in purchase frequency
+10% in average ticket size
+8 p.p. increase in the share of loyal customers in total revenue
7.9 rating on Ivi (at the time of submission)
Thousands of positive comments and strong demand for a continuation

Credits

SELA:

Olga Mokhova, Marketing Director

Agency:

Kseniya Gorelova, Senior Creative
Igor Sidorenko, Producer
Anna Topkova, Strategic Planning Director
Apolinaria Dvurechenskaya, Chief Operating Officer
Alexandra Khalfina, Influencer Relations Specialist
Olga Yegorova, Client Service Director, Traffic
Anastasia Sharafutdinova, Senior Account Manager, Traffic

Production:

Daniil Vasiliev, Producer
Katerina Smirnova, Producer
Vsevolod Chinilov, Director
Yana Shvetsova, First Assistant Director
Viktor Krylov, Director of Photography
Polina Skvortsova, Production Designer
Kseniya Lyashchenko, Costume Designer
Anna Lukasevich, Makeup Artist
Aleksei Verkhovykh, Executive Producer
Alexander Fish, Camera Operator
Vladimir Kokorev, Camera Operator
Pavel Kiryushkin, Camera Operator
Dmitry Fedoshchev, Camera Operator
Dmitry Berestov, Camera Operator
Nikolay Konstantinov, Film Editor
Irina Borisova, Casting Director