Seasonal retail campaign

West Side Style

Client: Ealing Broadway

Media
Outdoor
Press
Digital display
Web & social
Event collateral
Task

Our brief was to reaffirm Ealing Broadway’s fashion credentials and to mark the arrival of Autumn/Winter trends in the shopping centre stores. We needed a strategy and idea that had longevity over September and October but also that would increase dwell time in centre, drive retail sales, word of mouth and data capture.

Strategy

We created ‘West Side Style’, a campaign that ran across local press, ticket gateways, digital media and throughout the centre. This marked the arrival of Autumn Winter and encouraged customers to shop locally when updating their wardrobe.

A pop-up fashion event called Fashion v Victim showcased the season’s trends from 6 fashion retailers. The event coincided with payday weekend; to encourage conversion all retailers provided offers for the weekend, plus a competition to increase data capture. West Side Radio partnered the event; this built further word of mouth within the catchment. Content was filmed and photographed throughout the event and uploaded via social media.

Ealing Broadway West SideStyle campaign
Ealing Broadway WestStyle campaign
Ealing Broadway WestStyle campaign
Ealing Broadway West SideStyle campaign
Ealing Broadway West SideStyle campaign
Ealing Broadway West SideStyle campaign
Ealing Broadway West SideStyle campaign
Ealing Broadway West SideStyle campaign
Ealing Broadway Shopping Centre web elements
Ealing Broadway Shopping Centre social elements
Ealing Broadway West SideStyle campaign
Ealing Broadway West SideStyle campaign
Ealing Broadway West SideStyle campaign
Redemptions0%
Duration of website visits increase0%
Database increase0%

Results

Redemptions averaged 11%. Our database increased by an impressive 16%. Facebook reach was +1,488% and the duration of website visits increased by +43% due to the fashion content uploaded.

Retailer feedback was extremely positive and campaign will be repeated next year!

  • "Original and inspired ideas that always hit the nail on the head. Mickie and his team have provided me with resilient pieces of work that I can use time and time again. I wouldn’t hesitate to recommend Katswhiskers! "

    Lucy, Marketing Manager, Ealing Broadway Shopping Centre

  • "I’ve worked with Mickie for over 11 years. Katswhiskers have done an excellent job but in particular their creativity has stretched our thinking. "

    Raj, Senior Marketing Manager, Epson

  • "Unfailingly creative and energetic but also commercially realistic, they have delivered stunningly original and effective designs. We are very exacting client and Katswhiskers has risen to our demands and exceeded our expectations in every case. "

    Jonathan, Group Managing Director, Cadogan Tate Group

  • "Katswhiskers redesigned our brand identity and website. Apart from excellent design, they delivered what they promised on time and on budget, maintaining good humour and professionalism throughout."

    Anthony, Chairman, Reputability LLP

  • "Katswhiskers have developed exceptionally creative campaigns which exactly meet our strategic objectives, they consistently get it right. "

    Graham, Marketing Director, Mill Group

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