Case Studies
London Area ‘Geo’ Targeting Campaigns
Brand: IKEA
Agencies: iProspect
Objective: Increase awareness and usage of ‘click and collect’ at IKEA stores and IKEA local collection lockers.
Tactics: Created a geo-targeted strategy, assets and media plan built on a series of bespoke adverts served across Facebook and Instagram highlighting how close an IKEA locker was to the viewer (within 4km) or same day local store click and collect service. (within 10km)
Results: Increased locker usage by +43% while campaign ran and generated and boosted awareness so usage rates were maintained once campaign ended. ROI on media spend of x 15 achieved on ‘click and collect’ action.
Destination Beauty Campaign
Brand: Heathrow Airport
Retail Partner: World Duty Free
Agencies: Wavemaker | Kin + Carta
Objective: Increase sales of beauty products at Heathrow Airport during peak leisure travel month (August.)
Tactics: Created 5 shopable bespoke beauty looks for 5 hero destinations in partnership with leading premium global beauty brands . Suite of co-branded digital and physical collaterals for each destination/look designed and produced, activated in stores, various retails websites, CRM, ‘in terminal’ media and social (paid and earned).
Results: Beauty sales increased vs PY £1m+. Awarded ‘Collaboration of the Year’ in 2020 Frontier Awards.
Cabin Cases Campaign
Brand: Samsonite
Retail Partner: John Lewis
Agency: PLB Group
Objective: Solve consumer confusion around varying airline cabin case rules, increase product penetration and grow sales.
Tactics: Departure board campaign theme created. Cabin case rules grouped into 7 categories and colour coded. Exclusivity of campaign partcipation pitched and secured with John Lewis. Digital and physical assets created and used in trade and consumer channels included in-store, windows, on product, social media, websites and CRM.
Results: Samsonite cabin case sales grew +108% vs PY. Samsonite total sales grew +50% vs PY. Long term sales uplifts due to increased sku listings to cover various airline rules. Repeated in following year due to success. Classification model became a luggage category standard. Referenced in Retail Week article as example of best practice.
Global POS Design and Supply
Brand: Pure DAB Radio
Agency: Okapi
Objective: Create a suite of ‘good, better, best’ POS designs that are more cost effective, faster to produce and easy to adapt as ranging changes vs bespoke retailer designs. To be designed for global multi category use but with uniform brand signature look/feel across all channels.
Tactics: 3 design templates created depending whether hypermarket, specialist tech store or department/flagship store. Look book/pitch deck created with case studies for global sales team to sell concept into their retail partners. Training manual and supporting admin docs/process created for design, ordering, language variants etc.
Results: 1200+ fixtures rolled out globally over 18 months, securing brand presence and increasing listings and sales.
Global Retail Product Launch
Brand: Aromatherapy Associates
Retail Partners: Assorted global retailers including Look Fantastic, Space NK, Net-A-Porter, Amazon, Boots and more.
Agencies: In-house designer | PLB Group
Objective: First brand synchronised ‘same day’ global launch (USA, Asia and Europe) of new Atomiser home fragrance product across all retail accounts with uniform use of all brand assets.
Tactics: Creation of GTM calendar and associated assets such as sales briefing sessions, global trade pitch packs, retailer activation tool kits, associated digital content and physical collaterals. Practical modular launch POS designed for update for future campaigns and launches.
Results: Same day global launch achieved with significant and unified brand presence across all regions and touchpoints.
Experiential Shopping Centre Roadshow
Brand: Samsonite
Agency: PLB Group
Objective: Demonstrate lightness, strength, flexibility and durability of new luggage material and associated range of suitcases. Drive consumer engagement and sales.
Tactics: UK wide shopping centre roadshow (14+ locations, Fri - Sun events). Acrobats performed hourly shows with the suitcases demonstrating lightness and flexibility in consumer friendly way , accompanied by product demo area, product special offers and flight crew demonstrators. Local stores also aligned with activity with in-store hot spots etc.
Results: Secured this product as the No.1 best seller for Samsonite in the UK. Globally millions now sold.
Passenger Services Campaign
Brand: Heathrow Airport
Agencies: Havas | Wavemaker | Kin + Carta
Objective: Increase traveller awareness of additional services available to buy/book/use at Heathrow to make journeys easier.
Tactics: Following in depth analysis of previous years passenger data, a 3 stage multi million £ omni-channel campaign was devised by a team of 3 campaign managers to build awareness and use of these services. New creative shot, media plans created across OOH, Print, Paid and Earned Social, CRM, ‘in terminal’ media, digital display etc.
Results: Uplifts in awareness, followed by increases in traffic and conversions reported in phases 1 & 2. Campaign then paused due to pandemic.
Gold Bar Activation
Brand: Lindt
Agency: Bright Leaf | Qwerty
Objective: Seasonal focus on ‘gold bars’ exclusive product at Lindt boutique and outlet stores. Drive sales and awareness of this hero product and re-engage store staff in this best seller..
Tactics: Design of both boutique and outlet window designs/kits that replicate the same look/feel but respect the relative channel needs/budgets. Windows accompanied by in store display table design and store wide promo POS. Creation of a ‘Bar Stars 2022’ staff incentive promotion to drive weekly ‘bar’ sales by store in return for prizes of meals and drinks out in staff selected local bars.
Results: Consumer awareness and staff engagement with this hero range increased and sales uplift reported including halo effect on other bars in store also.
