Although Stockmann department stores are well known for the selection of quality fashion brands, it was not considered as an appealing shopping destination, and was lacking fashion authority, especially among new generations of modern social shoppers. The campaign messages were too generic, and not speaking to the target audience in a coherent way in a highly competitive business environment of fashion.
What we did
We created a conversation between the marketing department and the in-house buyers to create a unified vision of what the commercial key trend for the valid season should be. Through elaborate product curation and visionary image and art direction, we were able to create a solid, consistent omnichannel asset pack. The campaign material ticked all the right boxes: reflecting a sense of modern luxury, giving fashion inspiration and styling tips, as well as hitting the commercial goals. The content was run across print, digital and social channels, e-commerce, in-store and Stockmann app, creating a seamless, brand-affirming experience and a reason to shop.
Stockmann is a Finnish retailer established in 1862, operating in addition to Finland, also in Russia, Estonia and Latvia. The project was done under John Brown Media / Dentsu Aegis Network.
Omnichannel Content Strategy