Pimkie Promo, Case study PIMKIE COLOR FORECAST by Happiness Brussels

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PIMKIE COLOR FORECAST

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Industry Clothing
Media Promo & PR, Case study
Market Belgium
Agency Happiness Brussels
Art Director Margot Populaire
Copywriter Philipe Vandenberghe
Released April 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: PIMKIE INTERNATIONAL
Product/Service: FASHION / CLOTHING
Agency: HAPPINESS BRUSSELS
Ceo/Creative Management: Karen Corrigan (Happiness Brussels)
Creative Management: Peter Ampe (Happiness Brussels)
Creative Management: Isabel Peeters (Happiness Brussels)
Creative Consultant: Gregory Titeca (Happiness Brussels)
Head Of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Account Director: Pascal Kemajou (Happiness Brussels)
Account Director: Nathalie Marchand (Happiness Brussels)
Art Director: Margot Populaire (Happiness Brussels)
Concept Providers/Copywriters: Patrick Glorieux (Happiness Brussels)
Copywriter: Philipe Vandenberghe (Happiness Brussels)
Content Director: Joris Joosten (Happiness Brussels)
Content Director: Maarten Breda (Happiness Brussels)
Software Developer: Pedro Miguel Cruz (Happiness Brussels)
Offline Producer: Jean Eric Le Coniac De La Longrays (Happiness Brussels)
Offline Producer: Bart Vande Maele (Happiness Brussels)
Progamming Iphone App: Bliss Interactive (Bliss Interactive)
Account: Alan Cerutti (Happiness Brussels)
Account: Julie Bastin (Happiness Brussels)
Film Director: Bob Jeusette (Happiness Brussels)
Programming Website: Thibault Jadoul (Everything Is Fun)
Online Producer: Stijn Van Velthoven (Happiness Brussels)
Interactive Online project manager: Sebastiaan Weyler (Bliss)
PR manager: Naomi Attard (Big On Results)
Creative Management: Isabel Peeters (Happiness Brussels)
Media placement: Online - PR Online Placement - April 11, 2012

Summary of the Campaign
Pimkie is a traditionally-minded young women’s fashion brand with presence in 27 markets worldwide. Its aspirations are to reposition itself into mainstream global fashion conversation and consideration. Our goal was to restyle the image of Pimkie in the minds of its core target audience of 16-to-20somethings and fashion influencers and do this by marking Pimkie as a young and trendy brand. We also wanted to find a new way to sell Pimkie clothing that appeals to this audience. 



Our main challenge was overcoming the down-market image of Pimkie, which was seen as cheap, and not much fun. 
We needed to create something simple, up to date, with target audience appeal, and that would add sales & marketing IP value to the company.

One of the most important elements of fashion is colour. So we created Color Forecast, an App and online tool that gives users fashion inspiration by showing in real time the colours that are trending in the fashion capitals of Europe (Milan, Antwerp and Paris). For each colour the site suggests matching Pimkie items that can be bought directly from the e-shop. www.pimkiecolorforecast.com

Color Forecast has created a new, unique and on-target conversation in the world of fashion, led by the Pimkie brand. To date (PR campaign is ongoing) there have been millions of identifiable interactions with the brand and further opportunities to see the brand name. Consumers are formulating opinions of this unique idea and of the changing character of the brand behind it.

The Situation
Although successful as a fashion retailer (776 stores in 27 countries) Pimkie struggles for recognition and to be taken seriously as a ‘proper’ fashion brand. They asked us to create a pure PR campaign that would really test the power of the communications idea, because zero financial budget was allocated to advertising or paid media.

The challenge was to create an engaging PR idea/vehicle to move Pimkie beyond being seen as merely a retailer of cheap clothes, to a caring company that actually wants to add value to the fashion lives and choices of its consumers. Color Forecast was born.

The Goal
Our clear goals are to help Pimkie to sell clothes while repositioning the brand. We created a ‘cascade’ PR communications plan (see section 4 below) and real-time researched leaders, influencers and followers both in professional and citizen journalists. Our research identified a combination of Fashion, Lifestyle and Technology sources impacting directly upon our target audience and we honed an entirely new database for this purpose.

Objectives
1. Generate 50 pieces of online coverage in fashion, lifestyle & technology blogs/magazines
2. Generate 100 online individual conversations (Worldwide]
3. Generate 1 major international and influential piece to attract support to Color Forecast.

The Strategy
We created Color Forecast as an online and App-driven consumer service, provided free of charge. We brought in the services of MIT whizzkid Pedro Miguel Cruz to write bespoke tracking software and translate findings into user-friendly Info-Graphics.
We added fun stuff in – like a ‘wake me with the colors of Milan’ alarm feature in the App.

We sourced camera sites in Milan, Antwerp and Paris in high-footfall and fashionable areas of each City, and then created installations to deliver real-time accurate data back to our campaign website.

The PR campaign was designed in a highly controlled way to reach the people our research had identified in each of our target segments, Fashion, Lifestyle and Technology. Our media and blogger pack includes links to the campaign site, video content, embed codes, widgets, imagery and other useful assets.

We applied the following hierarchy:

Stage 1: Opinion-leaders

Stage 2: Influencers

Stage 3: Followers

Execution
In the run-up to our launch date, all of the Color Track System™ elements were installed, run and rigorously tested over a period of several weeks in each of the locations in Milan, Antwerp and Paris. We had to ensure that the user experience would be enjoyable and without frustrating technical faults.

We launched the campaign website www.pimkiecolorforecast.com and the iPhone app and went live with Stage 1 of our PR communications plan going out around Europe and the World to key opinion leaders across the three core target segments. Within fashion we encountered some initial resistance from top-end media and blogs due to the perception of Pimkie but some saw beyond the brand and through to the idea behind the campaign which resulted in coverage for Pimkie in aspirational and otherwise unattainable platforms.

Documented Results
The PR campaign is generating millions of interactions across all the target audiences.

To date:
1. Over 150 blogs, news portals and online magazines have covered Color Forecast including images, video and opinions (target 50)
2. Over 5m people have been tweeted about Color Forecast (target 100)
3. Color Forecast has been written about positively in the Washington Post Style, MTV Style, Mashable, Fast Company and Wired (target 1).
4. We placed Pimkie on American TV, with over 2 hours of broadcast time reaching 300,000 homes in 40 States.

A new conversation taking the brand to the next level: Over 650,000 people have loaded the Color Forecast video, and over 35,000 people visited and experienced the website (over 123,000 individual page views). The Pimkie brand is being discussed worldwide, without a single penny spent on advertising.