Blog : clients

John Lewis – Christmas

John Lewis – Christmas

JOHN LEWIS: THE BATTLE TO OWN CHRISTMAS

CLIENT : JOHN LEWIS

THE BRIEF

In the words of the media, Christmas 2014 was set to be a retail blood bath, with heavy discounting from competitors on the high street and online. John Lewis refused to play the game, sticking to its guns of offering great service rather than be driven by price. Working as an extension of the John Lewis press team we delivered all branch PR and handled Twitter for the brand. Our challenge was ensure John Lewis retained it’s position as Britain’s favourite omni-channel retailer.

THE STRATEGY

Starting with the launch of the iconic Monty the Penguin ad we started a PR narrative for the brand around thoughtfulness. Our entire consumer PR feature placements were driven by human insights. From a corporate point of view we were proactive with the release of statistics and trading news – driving the news agenda around key business areas and owning the bricks and clicks space. We worked hard to deliver personality in local branches with profiles and media tours.

THE RESULTS

The PR campaign played a critical role in John Lewis winning the battle for Christmas, helping deliver 58,177 mentions, 83.6 million impressions across 56,775 users for @JohnLewisRetail and #MontyThePenguin. Sales grew by 4.8% to £777 million.

Carrier Bag Commitment – Creating behavioural change

Carrier Bag Commitment – Creating behavioural change

BAGGING BEHAVIOURAL CHANGE; CHANGING SCOTLAND’S SHOPPING HABITS

CLIENT : SCOTTISH GOVERNMENT

THE BRIEF

With the Scottish Government about to introduce a new 5p charge for single-use shopping bags, our task was to win the hearts of the Scottish public to support something that could be unpopular and change the shopping habits of everyone from hardened shopaholics to impulsive purchasers.

THE CAMPAIGN

In a bold move we focused our strategy on offline media to build large scale coverage and support, used social media to talk directly to the consumer, established a consumer advice service and worked with influencers to engage younger audiences.

THE RESULTS

Following on from our launch activity, 98% of Scots were aware of the legislation change. Within six months, research showed that major retailers were giving out 80% less single-use carrier bags – a significant transformation of shopping habits, with over £2 million raised for a good cause.

Festival of Museums – Targeting Families

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.

SAFETY FIRST – MAKING SAFETY RESONATE WITH MOTORBIKERS

SAFETY FIRST – MAKING SAFETY RESONATE WITH MOTORBIKERS

MAKING A SAFETY MESSAGE RESONATE WITH MOTORBIKERS

CLIENT : SCOTTISH GOVERNMENT

THE BRIEF

Motorbikers make up one per cent of Scotland’s road users, but account for 13 per cent of its fatal road accidents. Our brief was to raise awareness of best practice and biking safety among the biker audience. No mean feat when many have been riding for years – 25% of those bikers are men aged 40-49 – with long engrained riding habits.

THE STRATEGY

Our campaign was simple: ‘live fast die old’ – a fun campaign grounded with a serious message. Stripe brought the campaign to life with an extensive media programme, social media campaigning, partner engagement and a whole load of creative content.

Extensive research helped us to understand the biker camaraderie, what influences them and to find a voice that would resonate, paying particular attention to the phrases the biker community love to use but no one else has heard of, from “weekend warriors” to “belly-shovers”.

The aim was to get bikers talking about the campaign, highlight safety advice, and encourage them to share their good and bad safety stories. Best practice all the way.

THE RESULTS

Stripe pushed safety up the bikers’ agenda. 72% of the ‘40-49 male biker’ target audience felt motivated to improve their road safety after being exposed to the campaign. One in four said they’d mentioned it to someone else and 78% felt it had improved their understanding.

The social media campaign generated almost 87,000 likes, comments and shares with a total reach of 2.5 million people. One YouTube video created for the campaign had 196,000 views alone.

In a post-campaign survey, 67% of people said they heard about the campaign because their friend had liked or shared info about it. Two thirds shared information themselves and over a third invited friends to like the LFDO Facebook page.