Bringing back the 80’s in style with a launch campaign
Rushton Ablett had been producing trend-setting jelly shoes since the 1980’s and in their heyday sold 70,000 pairs a week, they also sold stylishly patterned wellies. After a lull the company noticed an upsurge of retro in popular culture and fashion industry and suddenly the 80’s was back ‘on trend’.
JuJu realised they needed to create a strong new brand to maximise on this new wave of demand and create a sustainable product. Ideate was called in to create a launch campaign for the product that encapsulated the fun and exciting element of this ultimate summer shoe which would resonate with the youth market. On the flipside they also wanted to include their other product ‘the festival welly’ to increase sales and offer the ‘complete summer footwear solution’.
The sky’s the limit
Positioning JuJu as the ultimate party/clubbing/holiday shoe Ideate developed the Juju brand to include fun and quirky imagery, strong typography and blasts of colour against white. We produced a campaign strategy to raise awareness which included marketing and PR plans to ensure maximum exposure to the 16-25 female demographic.
The brand was then rolled out across all material including press packs, lookbooks, sales packs and product inserts, POS, flyers, ads and merchandise.
Creating a buzz
To hit our primary audience we utilised digital channels including social networking pages and online radio, plus created a roadshow with a jellies and ice-cream theme. Converting an ice-cream van into a ‘Juju-mobile’ to visit leading festivals across the UK to raise awareness, gaining exposure on the BBC TV, and Radio 1 and the BBC website.
We also organised events, PR, advertising campaigns & POS to generate interest from our secondary audience, retailers and boutique shopping outlets.
JuJu takes over the world
JuJu sales continued to increase and new retail partnerships created. Website traffic more than doubled during the campaign, gaining over 1,200,000 hits. Juju gained coverage in nearly all major fashion/female magazines including Cosmo, Heat, Look and Grazia.
Results
- 1,200,000hits during the campaignNovember 2007 to June 2008, the two Juju sites together
- 324,000+hits in a single month, the most the site had ever hadMay 2008, against 197,448 in June 2007, the busiest month before
Hayley, Simon and the Ideate team excelled at quickly understanding our product and campaign objectives and created a marketing campaign, launch material, website and social media presence to help us achieve our sales targets and raise brand awareness. Continually coming up with ideas and creative solutions, they are professional, enthusiastic and fun to work with.
