Autumn/Winter fashion promotion

Ealing Broadway – West Side Style

Client
Ealing Broadway Shopping Centre

 

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
Ealing Broadway Shopping Centre
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!