Canary Wharf: Spring Fashion Event – Matwalk

CHALLENGE
To drive perception change of Canary Wharf and encourage consumers to view the area as a desirable retail space as well as highlighting the extensive offer of over 300 high shops, restaurants, bars and gyms. As part of this, we were tasked with promoting their annual promotional event of retailer discounts – the Spring Fashion Weekend – to drive footfall and awareness.

APPROACH
To help drive awareness of the Spring Fashion Weekend, we made the strategic decision to target mums-to-be following research revealing that Canary Wharf is a great area for accessibility. We commissioned mums-to-be to discover how pregnancy fashion makes them feel and targeted pregnant fashion and parenting influencers to invite them down to the weekend. Alongside the discounts over the weekend, the influencers were invited to a dedicated retail lounge that housed key fashion pieces as well as watching the season’s top trends on the ‘Mat-Walk’.

The influencers were also presented with a one-on-one pregnancy styling session with our stylist Aimee Croysdill who was also pregnant herself. Aimee curated a key collection of clothes which would be great for mums-to-be to help them feel confident and she was offered to lifestyle and parenting media for interview.

IMPACT
The weekend resulted in over 30 pieces of coverage including the Evening Standard, Fabulous, Daily Mirror and Sheerluxe which included our research as well as comments from Aimee. Footfall over the weekend also increased by 8.7% compared to the previous weekend.

Finally, raising awareness of Canary Wharf as a retail destination was a key objective, and independent post-campaign research of 1,000 Londoners backed up the results, with 60% saying it made them think of Canary Wharf as a shopping destination.

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