BRIEF
WEEKDAY looked to celebrate the launch of three new retail units across the UK in November 2019, located in Shoreditch, Soho and Sheffield. WEEKDAY asked SANE to strategise and action a communications role out plan and launch event, schedule contracted influencer partnerships and secure media support. SANE were also requested to create a buzz around the opening date, activate local communities and draw upon themes and topics that related to brand values.
ACTIVATION
SANE directed and produced accompanying media assets via an editorial campaign that championed seven London based creatives spanning multiple disciplines. Each creative then created a graphic printed onto a WEEKDAY garment that launched in store across the opening weekend. SANE also curated bespoke 360º events that included out of hom advertising, live music scheduling, unique catering partnerships, Polaroid partnerships and utilised local art schools to engage with on-the-ground talent.
RESULT
- 28 press features
- 339 instagram and facebook posts
- Accompanying digital media reach of 34,718,454
60%+ sales secured in London’s opening weekend
110%+ sales secured in Sheffield’s opening weekend