To boost sales and increase the visibility of local Esprit shops in the Netherlands (under franchise of MICC Beheer), advertising agency Pubmarket! created an extensive brand activation campaign featuring 3 local promotional activations at five different locations between September 2015 and mid October 2015.
“Esprit’s Happy Evening”, the first promotional activation, was organised during evening shopping days. Customers were not only greeted in-store with drinks and fingerfood, they also received a special discount on all accessories.
Next, Pubmarket! organised a guerrilla activation with 4 catwalk models, all dressed in the latest Esprit collection. In city centres, accompanied by music, they walked and posed on a red carpet while handing out coupons.
Third but definitely not least, we organised a Top Model contest on Facebook. The contest was launched in all participating stores by a photographer who approached and persuaded passers-by to participate. By uploading their photo on a personalised Facebook app and getting as many likes as possible, they could become Esprit’s Top Model and win a clothing voucher. The action was a huge success: 509 participants entered the contest and a total of 14,264 votes were cast across the 5 shops. All with a very limited Facebook advertising budget.