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MACGREGOR & MACDUFF

LONDON POP UP SHOP

Client: MacGregor & MacDuff

Discipline: Campaigns, PR, Events  

Brief

As part of our facilitation of the Head of Marketing Role at luxury highlandwear specialists MacGregor and MacDuff, we organised, managed and launched their pop-up shop in London, Shoreditch. From venue selection, dressing and promotion, the primary objective was to raise the brand profile amongst the key target audience via appointments at the pop-up venue.  

Approach

Key promotional activity and a multi-touch point campaign which included; owned and paid for digital media, traditional advertising, partnership marketing, B2B marketing and PR to drive appointments to the store. Over and above we managed a high profile launch event to introduce the brand to key media, influencers and stakeholders within the London market to raise brand profile, product awareness and generate interest for their ongoing London Fitting Service.

Specifically focusing on the attendance of key stakeholders, VIP’s and media for the launch event we developed partnerships through existing and new marketing leads; governing bodies and large corporate organisations and institutes with links to products i.e. London Scottish, Scotland House, RBS, Scottish Government etc. who both attended and promoted the launch event through their key communication channels and network of key members, media and influencers. Thus extending reach via trustworthy, legitimate link gaining substantial cut through and efficiency of resource. Similarly we invited key press, media, broadcast, influencer and bloggers to the event enabling promotion to core consumer market and hard to reach audiences pre, during and post event.

 

Venue dressing, Visual Merchandising, POS and styling was carried out to project brand identity within the pop-up environment which both replicated and reinforced the brand values and brand persona of a luxury, high end retail experience. In turn this was relayed by attendees to via consumer facing comms through blogs, video, social media (specific event #), CRM etc.

Results

Over 1.5million media and influencer reach, key stakeholder and VIP event attendance an uplift in appointments and an increase in average spend per consumer.