Kildare Village - What’s in Your Handbag
The Brief
Kildare Village Outlet Shopping in Ireland is home to over 60 luxury boutiques offering up to 60% discount year round.
The Kildare Village “What’s in Your Handbag?” campaign was launched to encourage individuals to register their details with Kildare Village and upload pictures of their handbags and its contents for a chance to have them analyzed by handbag therapist Debbie Percy.
The Task
- Kildare Village wanted to broaden their database, interact more on-line with customers and drive traffic to their website.
- To communicate with key fashion, lifestyle and technology bloggers. The aim was that Ireland’s leading bloggers would talk about the campaign in advance of its traditional media launch and build excitement around it.
The Solution
- WHPR came up with a strategy to host a Blogger Tea Party in advance of the campaign launch.
- WHPR identified key bloggers and invited them to the exclusive Tea Party launch.
- Debbie Percy was streamed into the launch via SKYPE on the night as well as Norah Rothrock, Head of Digital for Value Retail (Kildare Village’s parent company)
- WHPR asked guests send a picture of their handbag / manbag and its contents prior to the event. On the night the images were analysed by Debbie Percy who explained via Skype what each bag, and the contents revealed about the owner.
- Bloggers were presented with a media pack and USB key with Kildare Village logos, priced handbag imagery, the website screen grab and the campaign press release village.
- The initiative was heavily supported on social media sites such as the Kildare Village and WHPR’s Facebook and Twitter pages.
- The campaign was also supported through traditional media relations with national interview opportunities secured for Debbie Percy
For further information on Kildare Village Shopping Outlet go to: http://www.kildarevillage.com/
Follow Kildare Village on Facebook: facebook.com/kildarevillageoutletshopping
Kildare Village is a proud member of the Value Retail company. Value Retail provides its guests with an outlet shopping experience unrivalled anywhere in the world. For further information please visit www.valueretail.com
