Forever 21 Bring Instagram To Life on the Thread Screen

Forever 21 Bring Instagram To Life on the Thread Screen

By myclever™ Agency

In our weekly round up series, we’re taking a look at Forever 21’s #F21ThreadScreen campaign.


Forever 21

Forever 21 has over 11 million Facebook likes, 7.6 million Instagram followers, 2 million Twitter followers and Google+ followers, nearly 250,000 Pinterest followers and 42,000 YouTube subscribers.


The Forever 21 Thread Screen was an interactive, social campaign that transformed fans’ images into an 80×80 “pixel” format.

Forever 21’s target market – young, fashion conscious women – love Instagram. It’s hardly a secret that the image sharing app is on the up.

With a helping hand from innovative product and prototype agency Breakfast NY, the brand created a huge, 2,000lb machine that recreates Instagram images using thousands of cotton spools loaded with 6.7 miles of coloured fabric.

6,400 spools, to be exact. According to Breakfast, the machine has 200,000 parts – eight times as many parts as the average car.

All fans needed to do was upload pictures with the hashtag #f21threadscreen. To bring the screen to a wider audience, a live-stream channel was created on YouTube.


Forever 21 experienced a significant uplift in mentions online. In the first few days of the campaign, brand mentions online increased by over 200%: Screen Shot 2015-07-30 at 14.34.58 The hashtag enjoyed just over 10,000 uploads on Instagram. This includes peoples entries, as well as videos of the thread screen itself.

  A photo posted by forever21 (@forever21) on  

Elsewhere online, the campaign has achieved thousands of mentions, especially across Twitter.

Screen Shot 2015-07-30 at 14.26.38


Surprisingly (considering the brand’s female target demographic), the campaign has seen more mentions from males than females on social media:

Screen Shot 2015-07-30 at 14.26.21


As well as the YouTube channel, Forever 21 supported the experiential campaign with posts to their other social channels.



Today is the last day for you to see your video come to life on our Forever 21 Thread Screen! Upload a selfie or a…

Posted by Forever 21 on Tuesday, 28 July 2015




#F21ThreadScreen combined social with a real-time experiential experience. Cool and sharable, they successfully created a lot of noise online.

The integration of social API with software and electrical components made this an extraordinary achievement, but (as many of our team have asked as we’ve reviewed this campaign) to what avail?

While entertaining and novel, there is little to be said for this campaign except that it created a buzz. 18 months in the making, what happens to the thread screen now?

Over To You

What do you think? Have you spotted a clever campaign?


This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.