Nov 13, 2024
MARKETING CASE: ICON DENIM LA
CLIENT'S BRIEFING
Icon Denim, loved by big celebrities like Justin Bieber and Taylor Swift, wanted to create greater brand visibility that would ultimately lead to increased sales results. This was achieved by leveraging both online and offline tools. This initiative not only fostered customer engagement but also encouraged increased foot traffic and sales, ultimately strengthening the brand's presence in the market.
OUR RESPONSE
To achieve the client’s objectives, we developed an intensive campaign where key client stores shared posts or stories featuring Icon Denim LA. Content was self-produced or created using visuals provided by the brand, with consistent tagging of Icon Denim LA. This intensive push for the brand in an organic way made it recognizable and very present for the end consumer, creating a sense of a "must-have" brand.
In parallel, we implemented a hospitality activation at our wholesale headquarters, where we welcomed our wholesale customers. In line with an earlier activation of the brand, we offered smoothies at the reception in a charming way. Images of the celebrities were displayed while our clients waited for their next appointment, allowing them to enjoy a strawberry or peach smoothie from our pink Icon Denim fridge. This not only created a positive first impression for visitors but also reinforced the brand’s visibility in a memorable way.
THE OUTCOME
The campaign led to remarkable sales growth, with an impressive increase compared to the previous season, successfully attracting new clients. Additionally, over 650 smoothies were distributed during the hospitality activation, creating a welcoming atmosphere that received positive feedback.
“We didn’t have a reservation, but the brand caught our attention thanks to the exciting activation downstairs. Suddenly, we see Icon Denim everywhere.”
“Last season, I spotted this brand, but it was too early for our business. After seeing the activation this season, I stopped by after my meeting and ultimately placed my first order.”
