Using innovative digital communications to help a brand engage with a new audience
Background
In common with other major department stores, Harrods has an annual promotional plan which seeks to draw together the diverse threads of its offer into a series of compelling propositions. The theme for Spring 2008 was Design Icons, a six week initiative which allowed Harrods to position itself as a leader in the area of design.
The programme had several strands which included the visual merchandising of 50 design icons across the store and six lectures - in partnership with the Design Museum - by prominent figures such as Vivienne Westwood and Alistair Lansley.
Goal
To engage with a new audience of younger, design–conscious, London-based opinion formers whose view of Harrods was perhaps rather out-of-date, and encourage them to participate in the Design Icons season of promotional activity.
Solution
TBG established that the audience looked to be leading edge in terms of media consumption and interactivity, and that the internet played an integral part in their lives. The campaign aimed to reach this audience via previously unexplored channels for Harrods whilst reaffirming the brand as a thought leader with more of a ‘cult’ edge than its current perception.
One aim of TBG’s approach was to increase the immediacy and responsiveness of the outdoor and print activity. In particular, TBG recommended the use of QR (quick response) codes, the first time these had been used by any British retailer. These ‘mobile barcodes’ were published on websites, promotional flyers, newspaper advertisements and e-mails and, when photographed, customers were taken directly to a mobile version of the Design Icons microsite, developed by TBG. The microsite and its mobile version offered information about the season as well as a chance to win tickets to the lecture series.
TBG also engaged users via a number of social networks, developing a ‘hacked’ Myspace page as well as creating and moderating a Facebook group. Design Icons administrators communicated with the audience directly offering news, insight, opinion and discussion on a series of topics.
Twitter, a micro-blogging service and social network was also incorporated into the campaign to support the mobile medium. Users were prompted to ‘follow’ the campaign via print ads and could subscribe to receive free Design Icons SMS updates detailing forthcoming lectures and updated content, which also provided hyperlinks for those with suitable phones.
A dedicated YouTube channel was also created where footage of each lecture was posted within 24 hours of being given. These were then seeded and embedded across various social networking sites and influential blogs.
This activity was supported by a more traditional display and e-mail campaign encouraging users to visit the season in-store as well as to download the videos, hosted on the dedicated You Tube channel. The creative work featured design icons such as the Rubik Cube and the Etch-a-Sketch.
Results
Given the cutting edge nature of the digital campaign, Harrods gained excellent PR coverage across sites such as the Times Online and Washington Post. Bloggers, digital and mobile enthusiasts also contributed to the buzz of the event, increasing the viral nature of the campaign.
TBG’s social network seeding resulted in a reach of over 161,000 influencers in the design and fashion worlds.
The campaign also drove over 126,000 people to view the Design Icons lectures online and attendance of lectures themselves were oversubscribed by 100% following this innovative integrated digital and offline campaign.
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