Selfridges Promo, Case study PROJECT OCEAN by Gabrielle Shaw Communications

Adsarchive » Promo , Case study » Selfridges » PROJECT OCEAN


Pin to Collection
Add a note
Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market United Kingdom
Agency Gabrielle Shaw Communications
Strategic Planner Colleen Sullivan
Released May 2011

Credits & Description

Category: Environmental PR
Advertiser: SELFRIDGES
Product/Service: SELFRIDGES
Managing Director: Gabrielle Shaw (Gabrielle Shaw Communications)
Strategic Planner: Colleen Sullivan (Gabrielle Shaw Communications)
Associate Director: Jeannette Whiting (Gabrielle Shaw Communications)
Senior Account Manager: Allison Lawrence (Gabrielle Shaw Communications)
Account Manager: Rosie O'brien (Gabrielle Shaw Communications)
Account Manager: Helen Arathoon (Gabrielle Shaw Communications)
Media placement: Consumer - - 11 May - 12 June 2011
Media placement: Campaign overview release - How to Spend It, Sunday Time Style, BA Highlife, Sunday Times, Timeout, Marie - 1st April 2012
Media placement: Global wire release - Macleans, Campaign, The Guardian, The Grocer, The Telegraph, The Independent, Th - 11th May 2012
Media placement: Press release and imagery for Royal Rota - The Times, The Scotsman, The Telegraph - 11th May
Media placement: A-roll & b-roll - BBC Worldwide, NTD Television in China and on Al Jazeera, BBC2 GMT with George A - 11th May 2012
Media placement: Art & Design fact sheet - Sphere Magazine, i-D, Pomp, - 11th May
Media placement: World Ocean Day press release - Hello!,, - 8th June

Summary of the Campaign
In 2011, we developed a global PR strategy to launch Project Ocean, an in-store campaign hosted by Selfridges, co-founded by the Zoological Society of London and supported by 27 NGOs. We were challenged to raise awareness for the plight of the ocean based on projected research that by 2050 there could be nothing but jellyfish left in the sea. Our goals were to generate media coverage to raise global awareness, stop consumer demand for endangered fish in Selfridges’ stores and raise funds to support marine conservation efforts.

Throughout the 5-week campaign in May, Selfridges committed its creative arsenal and clout as 'The World’s Best Department Store’ to champion marine conservation amongst mainstream media and audiences. We dubbed this Retail Activism and leveraged the diverse faces of style and science behind the campaign to craft story angles on overfishing in lifestyle, fashion and business pages. We coordinated the aims of NGOs into cohesive on-brand messages; managed a global press office and launch event; deployed a features-driven media campaign; and co-ordinated key campaigners and international dignitaries to drive the message.

Project Ocean deserves to be recognised for the powerful innovation of a hybrid approach to environmental communications and for pioneering a movement dubbed Retail Activism. The campaign surpassed goals and objectives, secured media coverage exceeding 200+ million impressions, gained support from HRH Prince Charles of Wales and Queen Noor of Jordan, and fostered positive environmental change through the EU parliamentary agreed Selfridges Declaration and the funding of the Marine Reserves Coalition.

The Situation
Following a summit in Copenhagen, two childhood friends who shared a passion for marine conservation, Selfridges’ Creative Director Alannah Weston, and Jonathan Baillie of the Zoological Society of London, considered some frightening truths:

• 85% of the world’s fish population is facing extinction
• Only 1.7% of oceans are protected
• By 2050 there could be nothing but jellyfish left in the seas

As one of the world’s most iconic department stores, Selfridges was determined to lead by example: to ban the sale of endangered fish and to change consumer awareness for real impact.

The Goal
1. Generate media coverage to raise global awareness about the plight of the oceans and overfishing
2. Stop consumer demand for endangered fish in Selfridges stores
3. Raise funds to help ZSL support Marine Conservation efforts

1. Secure coverage in 10+ countries with 100m+ impressions within the campaign’s 5 weeks
2. Remove endangered fish from all Selfridges Foodhalls and restaurants and replace with sustainable options
3. Raise £50,000 through customer donations by the final campaign day - World Ocean Day 2011

The target audience was global media who could help us communicate our message to our demographic.

The Strategy
3 critical considerations that informed our strategy were:

1. Selfridge's consumers are eco-receptive but expect to be approached in a way that inspires them, especially regarding serious issues

2. Due to the density of the issues, campaign objectives must be explained in a way that clearly connects with consumer lifestyles

3. As the industry leader, Selfridges has the authority and the credibility to break the mould and set new industry standards competitors will notice and follow

The strategy was formed based on a campaigner-style approach that resonated with both Selfridges’ core customers (luxury consumers, fashionistas and trendsetters) and a mass eco-aware audience. This was a call to action and activism.

As a result, we developed and implemented the Retail Activism movement to capture attention and educate; we called on campaigners, artists, designers, celebrities and consumers to help create a mass movement.

The communications campaign was split into sectors to cover all elements under the Project Ocean umbrella.

Partnerships – leveraged conservation credentials of 27 partners through media interviews, inclusion in press materials and on social media sites

Media training – Identified and media trained the faces of Project Ocean to deliver our key messages and to ensure effective engagement

Media push – created an extensive communications toolkit, conducted proactive media relations, secured targeted interviews, developed multimedia assets (b-roll, photos, conservationist footage) and e-blasts to keep top of mind with diverse outlets

Social media – microsite, Twitter and Facebook accounts to connect with customers, NGOs and promote the campaign messages to a larger global audience

Launch day – orchestrated store visit by HRH Prince Charles for newsworthy launch

Press Conference - leveraged GLOBE summit event and keynote speaker Queen Noor of Jordan to announce Selfridges’ ongoing commitment to World Oceans Day

Documented Results
GOAL: Generate media coverage to raise global awareness about the plight of the oceans and overfishing

Global media coverage across 36 countries valued at £6m+ reaching 200m+

Inspired ‘The Selfridges Declaration’ at GLOBE World Oceans Day Forum – 18 ambitions agreed by members of parliament from EU fishing nations to guide the 2012 Common Fisheries Policy

GOAL: Stop consumer demand for endangered fish

Replaced 70 varieties of endangered fish with sustainable options in all Selfridges Foodhalls and restaurants

Distributed 45,000 Fish Guides to educate customers on new sustainable options

GOAL: Raise funds to support Marine Conservation projects

Selfridges raised over double the anticipated funds, presenting £120,000 to ZSL to establish MPAs and preserve global fish stocks

Funded the Marine Reserves Coalition, a group of 6 Project Ocean NGO partners to establish MPAs, collate information to support policy decisions and spread the message globally