Case study — Claire's accessories / Alex Roots


A partnership with an up and coming music artist to make their brand cooler to older female teenagers.



An Alex Roots microsite was created and linked to the Claire’s site with streamed music, a weekly message blog, data-capture and links to her myspace site, interactive message boards, news, tour dates, latest photos, competitions, tracks, video clips and info on Alex's in-store gigs.

One track was available as a free download for Claire’s customers.

An online viral game was created around the song Don’t Stop Looking – winners won a pair of Alex Roots branded sunglasses.