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The Brooklyn Brothers

Core disciplines: Advertising/Creative, Brand strategy, Integrated marketing

TK MAXX / ME. BY ME. 

In June 2013, we were appointed to the TK Maxx ‘pan-European’ advertising account. We worked across their four key markets: UK (mature market), Republic of Ireland, Poland and Germany (emerging markets).

TK Maxx struggle with shoppers they call “Occasionals” who buy in to the brand promise of “Big Labels, Small Prices” and have great hopes when they enter the store but often can’t find what it is they want. We were challenged to change the mindset of these shoppers, so they approached the store with a more open mind, increasing their chances of success, resulting in a more positive perception of the brand.

We created Me. By Me; a creative platform to work across the year and the seasonal calendar which would inspire people to open up and discover more about their individual style. We needed shoppers to come in store without an ‘item’ in mind, but to explore for ‘finds’ that would enhance their personal style. Me. By Me. launched in Spring across four markets, in all consumer facing touch points across both paid and earned media using real TK Maxx shoppers (not models or actors) as our heroes.

We then created TVCs to launch the Spring, Summer, Autumn Winter and Christmas campaigns and to drive reach; intimate films of our cast members were produced to share their stories; we challenged local market bloggers to find and share their Me. By Me. and drive fashion credibility for the brand; we ran influencer events and surveys to get people talking about individual style and what it means to them; new in-store branding showcased the best Me. By Me. inspiration and pushed communication to drive the Me. By Me. mindset among internal staff and store associates. The president of TJX Europe even shared his Me. By Me in the company wide email signature revamp.

The platform allowed us to curate new content for each season, showcasing genuine stories that inspired our Occasional shoppers to take advantage of the joys of ‘treasure hunt’ shopping as much as our loyalists, a great way of using digital first social content to inspire a whole campaign to shift perceptions and drive footfall.

CHANNELS

Digital, Social, Content, Print, TV, OOH

RESULTS

— Over 4million online users

— Key coverage in relevant markets

— 1000s of user generated images

— Campaign has proven to be involving, relevant and believable resulting in a likelihood to shop (Millward Brown)

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