Projects
King's of Kilts - MacGregor & MacDuff
London - England
London Pop-Up Shop
Wowing media, VIP and influencers, with a luxury retail experience event. As part of our head of marketing role at the specialist highland wear ‘Kings of Kilts’, MacGregor and MacDuff, our objective was to organise, manage and launch the London pop-up shop in Shoreditch, to the effect of raising the brand profile among the target audience.
What we delivered
- Branding
- Campaign Management
- Content
- Events
- Outsourced Marketing
- PR
- Social Media
Our Approach
Our approach was three-fold.
Firstly, promo, marketing, and PR for the event. We planned key promotional activity and a multi-touchpoint campaign which included: owned and paid-for digital media, traditional advertising, partnership marketing, B2B marketing, as well as PR for the purpose of driving appointments to the store.
Secondly, we brought our events-organising talents to the party by planning and delivering a high-profile launch to introduce the brand to key media, VIPs, influencers, and stakeholders within the London market. Not only did this raise brand profile, but it increased product awareness and interest. All venue dressing and merchandising was managed to strengthen the brand identity of the high-end retail experience and the event was relayed to the consumer via the many outward-facing media.
Our Solution
Thirdly, we concentrated on legitimate, trustworthy partnerships, to cut through the noise, and gain ground in strengthening the VIP offer. We used existing and new marketing leads to focus on governing bodies, large corporate organisations, and institutes with links to relatable products, such as, London Scottish, Scotland House, RBS, the Scottish government, who attended and promoted the launch event through their key communication channels and network of members, media and influencers.
The result we achieved was over 1.5 million media and influencer reach with substantial key stakeholder and VIP attendance. We successfully raised the brand and product awareness through partners’, and owned, comms channels, which continue to resonate and give value.
