Fashion can sometimes feel intimidating, but SHEIN chose to approach it with a playful twist: a personality quiz that pairs trendy drinks like matcha and boba with outfit styles. The following article is based on our interview with the SHEIN campaign team, who shared the inspiration, process, and lessons behind building the “Color Era Café” project on OOOPEN Lab.
How Drinks Became Fashion Styles?
How did you come up with the idea of using drinks to represent different outfit styles? Where did the inspiration come from?
Drinks like matcha and boba are currently trending in our country, so we wanted to build on something relatable and fun. Using drinks as metaphors for fashion styles gave us a lighthearted, sharable concept that doesn’t feel like a hard sell.
How did you define the personalities of these five drinks?
We were promoting five specific fashion styles, each with its own unique character. From there, it was a natural step to translate those traits into distinct drink personalities.
Who was the main audience you had in mind for this campaign?
Our main audience was young, trendy women between 18–35 who love exploring new styles and enjoy playful, sharable experiences.
Why did you choose OOOPEN Lab to create this quiz?
We’ve worked with OOOPEN Lab on past campaigns and had great results. The UI is easy to use as well. Its features, like the ability to link to external pages, made it easy to connect the quiz to our other campaign activities.
From Drinks to Results: Designing the Quiz
How did you come up with the result characters? Did you start by defining the drink personalities first or by mapping out the outfit styles?
We already had five brands we wanted to feature, each with a strong and distinct style. Using ChatGPT, we paired them with drink personalities, outfits, accessories, and colors. We also looked at trending marketplace items so the results felt relevant and encouraged users to shop.
What was the most fun or challenging part of creating this quiz?
The most fun — and also most challenging — part was designing and conceptualizing how the visuals would connect with the quiz questions.I experimented with different AI tools to achieve the look we wanted.
For example, we aimed for a pixelated style and I found software that could create that effect, though it still required a lot of fine-tuning.
Did you use any AI tools to assist with visuals, text, or logic mapping?
Yes, we used ChatGPT, Adobe Firefly, and Getimg.ai. OOOPEN Lab’s UI was also intuitive, which made linking the questions and answers straightforward.
Sharing the Fun Across Socials
Which platforms did you mainly use to promote the quiz — IG, EDM, the official website, or others?
We focused mainly on Instagram and TikTok, since that’s where we engage most actively with our audience.
Did you create any special content to boost engagement, such as hashtags, interactive activities, or themed campaigns?
Yes, we tied the quiz into our larger Fashion Era campaign by collaborating with KOL the wider IG community to showcased their unique styles using the five brands and matching color themes.
[ Play the quiz, post a picture or video of yourself styling in your color, post it on IG, Tag and follow our Brand and stand a chance to win prizes. ]
Among all the promotional assets, which ones performed the best?
KOL collab and Giveaway contests that are linked back to the fashion quiz.
Looking Ahead: What’s Next?
Do you plan to keep expanding this style of “personality × outfit” interactive content? If you had the chance to extend these characters, what kind of new projects would you like to create for them?
If time allows, we’d love to extend this concept for our mega campaigns. It would give us more opportunities to link back to our website, drive sales, and build stronger brand awareness.
If you were recommending OOOPEN Lab to other brands or creators, what process or workflow would you suggest they follow to create something similar?
- Define the personalities and traits first — people will only share results if they feel accurate.
- Include more detailed likes/dislikes or characteristic traits for richer results.
- Keep the style fun and quirky.
- Map out all questions and answers before designing, since tweaking afterward can be time-consuming.
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