Our brief was to deliver a gift driven campaign that worked across social and digital. This campaign was to be vibrant whilst elevating Life Style Sports fashion credentials through its product and personality. Research had shown that gifting made a large percentage of the sales during this period so we prioritised that message by tapping into the gift psyche. Our message was clear – ‘Get the gift you really want this Christmas.’
There had been a couple of key learnings to take away from our previous #gameon campaign; We knew that there is room to grow into social media and across a number of channels. We also know that #hashtags, competitions and microsite’s worked in the business and helped engagement with the brand. Creatively for this campaign, we were asked to move away from the Christmas party, celebration or social theme. We also wanted to place emphasis on creating a more ‘Wintry’ look than ‘Christmassy’
Our campaign had a confident fresh tone that resonated at a youthful level away from expected Christmas language that is typically soft and ‘department storish’. What it says it that Life Style Sports is a gifting destination that speaks to a younger, more fashion aware person. Our starting point was ‘Life Star’ creating an original Christmas pattern which would be used across the campaign. The Mirco-Site housed the equivalent of a Christmas Shop in a more stylised and creative pop-up version. This site also housed the social engagement using the #GIFTITUP hash effectively creating wish lists.