CASE STUDY: Kiss Radio attracts 16-25's to Selfridges store
Provided by Bauer Media
Kiss Radio attracts a younger, funkier girl to Selfridges & helps to celebrate Selfridges centenary year every Thursday in May.
What was the Challenge / Background of the Campaign?
The challenge of the campaign was to:- attract a younger, funkier girl to Selfridges (16-25) and to celebrate Selfridges centenary year every Thursday in May. Radio is a natural medium to target and engage a young audience for Selfridges, with Kiss in particular being the number one radio brand for 15-24s. Throughout the month we wanted Selfridges to be at the heart of our brand and content and make the Beauty 100 events integrated within our programming. A unique and original campaign ensured this.
What was the Campaign Objective?
To get as many potential shoppers through the door and to make Selfridges the destination for people to go to get their make-up done before they go out.
What was the Solution?
A bespoke Kiss 100 promotion across the month created high profile activity for Selfridges and their weekly events. Kiss promoted the events on air and had an in-store presence. Further activity ran on www.totalkiss.com to prolong awareness. Promotional trails ran for four weeks promoting Selfridges Beauty 100 evening events every Thursday. For each event Kiss sent Charlie and Neev or Rickie and Melvin down to DJ live in-store. Further talk up across the month pointed listeners to the online activity and the video's which demonstrated all the different things happening.
What were the Results?
- 1054 entrants to the online competition to win the top 100 beauty products
- Sales in Selfridges beauty hall were significantly up in the month of May compared to the same time last year
What were the Key Learnings of this Campaign?
"Thank you Kiss for all your help over the four events. Your flexible and organised approach helped the events go really well. Sales wise we actually ended up on last year which was great" Martha Carson, Marketing Manager, Selfridges London.