Damart: Warming the Nation
Our client Damart, asked MCG to devise a campaign that would re-assert the position of their famous thermals as the number one for consumers, beating off other famous retail fashion stores as well as introducing their thermal range to a younger, more fashion-conscious audience.
MCG executed a well-timed media relations campaign which involved press events, stunts, adverts and social media competitions all under the central campaign name, warmingthenation, which started on the 1st November 2012, or ‘Thermal November.’
A new thermal Look Book was produced creating a great platform for a media event which was attended by journalists from top fashion titles such as Vogue, The Daily Mail, InStyle and Woman&Home.
To kick off #warmingthenation in style, on the 1st November iconic statues in London, Liverpool, Edinburgh, Manchester and Leeds were kept warm in Damart thermals, with homeless charities in each city also receiving a charitable donation of Damart thermals to help make life on the streets a little less tough. An emergency thermal hotline was also set up allowing customers to receive a Damart thermal in record time and help beat the cold.
We created a Facebook competition app which helped increase followers from 600 people at the start of the campaign, to just over 2,850 by the end of November. Well timed promoted posts saw Damart’s Facebook audience reach 449,315 people by the end of November, with key infiltration in younger target age groups. Damart’s Twitter followers increased from 4,657 to 5,984 by the end of November, thanks to engaging posts and useful product information using the hash tag #warmingthenation
Thermals adverts were placed in weekend national newspapers, which ran alongside underground adverts in London’s busiest tube stations, including Oxford Circus, Covent Garden and Piccadilly Circus. We also generated a QR code which was included on all advertising material, giving people easy access to the Damart website, whilst on the move.
To end the campaign, a Warming The Nation pop-up tent was set up in London’s Soho Square. Using the latest infra-red technology, passers-by were able to see first-hand the benefit a Damart thermal layer had on their overall body temperature and learn about the Damart brand and its thermal heritage.
The media relations element of the campaign, resulted in a wide range of coverage spanning long lead, weekly, national and online media
Facebook fans grew from 600 people at the start of the campaign to 3,056
Twitter followers grew from 4,657 at the start of the campaign to 7,419
Blogger engagement, online media relations and extensive social media activity has helped improve Damart’s SEO
More importantly, the #warmingthenation thermal campaign generated a buzz among new and old customers alike, as well as fashion journalists, who regularly featured Damart thermals in their winter fashion features