UK fashion retailer QUIZ Clothing shares how its #GirlsofSummer marketing and social campaign reaches audiences
17/05/2016 to July 2016Channels:
Blogging, out-of-home (OOH) and socialSocial Media Portal (SMP): What is the name of the brand QUIZ Clothing (QC)
: QUIZ Clothing
is a UK based fast fashion retailer that aims to bring the latest trends in clothing, footwear and accessories to women across the globe. SMP: What markets/regions is the campaign for?QC:
The campaign focuses on our main audience in the UK as it is aimed towards British summer and holiday aspirational styling.
SMP: The official campaign name and why was it chosen?QC:
The name of our campaign is #GirlsOfSummer. We chose this name as we wanted our campaign to be as aspirational as possible for the everyday summer girl. From the girl summer holiday to memorable events like prom or graduation, we aimed to create a fun inspirational vibe around it all. SMP: What was the start and end of the campaign?QC:
Our campaign started on the 17/05/2016 and will end towards the end of July. SMP: The target audiences of the campaign, who are you trying to reach and why?QC:
Our target audience ranges from 16-40 year-olds, the same as our target audience for the company as a whole. We offer a variety of styles for every occasion, from the summer Ladies Day at the races to high summer casual styles. We aim to create a fun and fresh summer campaign for all of our customers.
SMP: Briefly, tell us about your campaignQC:
This year we aimed to create a fun, girly vibe based around every girlís ĎSummer story.í From proms and ladiesí day to girly summer holidays our campaign and range is all about capturing the girl power essence of Summer.
Our campaign video
is all about the #GirlsOfSummer
spending a fun filled summers day together. From the sleepover in loungewear to poolside in our casual summer styles to getting ready at night in our occasion range. It targets a variety of different customers and their styles. SMP: What are the goals of the campaign and why is it different?
Our goals were to create an aspirational vibe around our campaign yet still focus on the product of course. Itís important that there is a heavy focus on our new styles and ranges but this year we also wanted to concentrate on adding that extra inspirational best friend aspect to our campaign. SMP: What are the channels, platforms and methods youíre using? QC:
Our #GirlsOfSummer campaign can be seen all over our website, from the banners to blog posts. We also use all of our social media platforms to promote our campaign. From YouTube
where the campaign video is originally posted to shorter snippets on our Instagram page
. We aim to promote our campaign daily across these channels by using inspirational girly quotes and imagery to reposting our campaign video regularly. We have also very recently went onto most of the tube stations in London Underground. This is a huge achievement for us and love seeing our range all over these posters.
Weíre also visible across Facebook
, Pinterest boards
, Snapchat quizofficial and Twitter @quizclothing
. SMP: What do you hope to achieve?QC:
Our aim for this campaign is to get the fun aspirational message of QUIZ out there and to inform people of what our brand is all about and the ranges that we have. We stock the everyday casual pieces to occasional wear so itís important that people know the wide range that we have available. SMP: What were the challenges in creating the campaign and how did you overcome them?QC:
Challenges were to ensure our campaign was unique and true to QUIZ, separating us from any competitor brands. Itís important to remember what your brand is all about and constantly try to push that message out there so we focused on this from the start to finish. SMP: The summer is pretty bleak at the moment, how are you dealing with this?QC:
We aim to get as much from our campaign video and imagery as possible. We create a summery vibe everyday across our social channels from summer related competitions to unique imagery.
SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?QC:
We track our campaign daily, from views on YouTube to social following. SMP: How are you making the campaign social and shareable?QC:
Itís important to get everyone on board. We encouraged all of our staff from head office to stores to share and promote our campaign across all social channels.
SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?QC:
#GirlsOfSummer is the hashtag we use to identify our campaign from others. SMP: Where can we see it?
You can see our campaign video
on our YouTube channel.
It is also promoted daily across the rest of our social channels.
SMP: Is there anything else we should know, or is there anything in particular that youíd like to share about the campaign?
Check out our QUIZ blog
where we blog about the latest summer trends, celeb gossip or the events we have attended. Follow the hashtag #GirlsofSummer
Got a campaign you'd like to share? Get in contact.