DKNY Jeans
Fashion retailer.
Objective
DKNY Jeans wanted to run an exclusive limited time period offer to a younger audience driving footfall into their stores over specific time periods to allow their trained sales staff to entice them to spend once in store.
Strategy
Campus Media recommended a limited number of DKNY Jeans branded Oyster Card holders to be distributed from a central point of attraction (a New York Style push cart with a boombox) that would generate interest from the public. Our brand agents each had 500 oyster card holders to distribute per day to an affluent and trendy looking 18 - 25 demographic, aimed at encouraging them to use their limited time Oyster Card 20% discount in store. In addition to this, 5 oyster card holders per day contained winning codes to redeem a free DKNY Jeans t shirt.
Results
The campaign was delivered in 2 locations: Knightsbridge and Westfield. In total 3,000 Oyster cards were distributed over 3 weekends. Every winning code was redeemed - ensuring that at the very least, those given the oyster cards had entered the store to test their luck. In Knightsbridge the campaign recorded a 17% uplift against typical sales using the Oyster Card discounts. In Westfield, the uplift in sales was higher, at 26% above average.
