#IconicLondon

Primary objective to review Communications Strategy including  PR, Social Media, in-store marketing and media buying to achieve overall brand objective to become No.1 premium fashion jeweller; synonymous with innovation, fashion and creativity. Worked closely with Research Agency to identify core target and align communication strategy ambition both in-store and externally via traditional and digital placements to engage and motivate Her to visit stores

High profile campaign during London’s Olympics, which aligned with brand aspiration of growing digital footprint in the UK and compete for stand out on Regent Street with an interactive activation

The campaign #IconicLondon saw a ‘live’ transformation of Flagship store by illustrators Good Wives & Warriors as part of collection preview. Campaign was launched in partnership with Wonderland via high-profile event and online coverage

Priority was to ensure activation had reach beyond London to grow Facebook community. Facebook app was key. Within app and via Twitter, fans UK-wide could interact with brand: nominate their ‘fave’ London Icon for inclusion in artwork; view exclusive collections and content.

Installation was painted live on-site over two days using content generated from the Facebook and Twitter nominations and was streamed via Facebook with time lapse footage screened on You Tube. It remained in place for a fortnight before being repainted. Whilst Regent Street store focused on activation, stores across UK featured unique POS designed by Good Wives & Warriors inspired by installation

Campaign was winner of Regent Street’s Summer Window award and generated a 215% UK fanbase growth on Facebook