Harvey Nichols Print WALK OF SHAME by Tribal London

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Industry Clothing
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Tribal London
Executive Creative Director Jeremy Craigen
Art Director Rob Messeter Adamandeveddb
Copywriter Mike Crowe Adamandeveddb
Released December 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Product/Service: WOMENSWEAR
Agency: DDB UK
Executive Creative Director: Jeremy Craigen (DDB UK)
Art Director: Rob Messeter (DDB UK)
Copywriter: Mike Crowe (DDB UK)
Agency Producer: Maggie Blundell/Chris Styring (DDB UK)
Agency Board Account Director: Paul Billingsely (DDB UK)
Agency Account Director: Charlotte Evans (DDB UK)
Planner: Elisabeth Jamot (DDB UK)
Media placement: broadcast - cinema advert - Dec 2011
Media placement: Online - Online - 3rd December 2011

Describe the objective of the promotion.
Harvey Nichols wanted to promote its Womenswear collection in the month before the Christmas sales started. Secondary to this Harvey Nichols also wanted to attract a younger target market to the brand.

Describe how the promotion developed from concept to implementation.
We started with an insight, the ‘Walk of Shame’, and how it could be avoided with Harvey Nichols attire, particularly relevant for December when a lot of offices have their Christmas parties. We brought this to life with a video and emailed to the customer database and seeded it on influential fashion blogs. The video ended with a hashtag asking the viewer to share their own walk of shame story on twitter.

Explain why the method of promotion was most relevant to the product or service.
It was targeted, insightful and engaged with the younger target we were aiming for while still maintaining the premium brand values Harvey Nichols stands for.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign resulted in a huge amount of earned media and thousands more fans engaging with the brand online. Pre-Christmas, Harvey Nichols and the #walk of shame were a key topic of discussion for our target.
Day 1: 1,750 mentions 1,500 on Twitter
End week 1:
13,000 mentions 11,550 on Twitter
And coverage in
•over 700 blogs
•over 200 news websites
•discussed in over 700 forums
Increased from average mentions of 250 a day, to average of 1,500 across the campaign
Total mentions (Dec 5th > Jan 11) : 55k
Total coverage
.over 2,500 blogs
•Almost 900 news websites
•discussed in over 3,300 forums
•Over 46,000 Twitter mentions