Best Fashion Or Beauty Online Campaign

Everyone knows the Lands’ End brand; they have been wearing their classic American polos and carrying their tote bags for as long as they can remember. However, when Lands’ End launched Canvas Lands’ End - a new collection geared to the younger millennial segment of the population (a group they call the ‘Arriving Class’) - they had difficulty raising awareness with this new, younger consumer. Compounding the awareness issue was the fact that Canvas Lands’ End is only sold online, which means that there was no opportunity for millennials to have an in-person interaction with the merchandise. M Booth was brought in to help turn this around. We were given a small budget and short time frame to raise awareness for the brand and drive new traffic to the brand’s website. Our answer was the first-ever virtual “blog-up shop” series. While pop-up shops have been around for a while and are a staple for the fashion community, they are expensive and take a long time to execute. So we decided to turn that idea on its head by taking the experience online where the millennial customer already is and where we could easily drive traffic to the Canvas Lands’ End site. The result – Arrivals – generated over $105,000 in sales and increased new customer traffic to the site by 38% in just eight weeks.

Contributors:

M BOOTH

Location: usa