KILDARE VILLAGE - DAY TRIP TO CHIC
Blogger Outreach, Social Content
Brief: Kildare Village challenged us to generate more domestic and international footfall to their stores in the Summer of 2014. We knew from our research that the modern tourist sought the 'undiscovered delight', the original, unique and 'local' experiences. What hidden gems could we recommend to tourists travelling to Dublin and Kildare, which would give them the 'inside track' on what to do, where to go and where to be seen on their trip?
Solution: We created the #DayTripToChic campaign, which featured up and coming fashion stylist and blogger Tara Marzuki as she took her very own day trips around Dublin and Kildare. The campaign was built around beautifully framed video content pieces with Tara styled in beautiful products from Kildare Village boutiques. Kildare Village was featured in this content, but the spotlight was on the wonderful locations around Dublin and Kildare. We worked with some of the top Irish bloggers and vloggers across the country to create earned and themed content to promote the campaign messaging.
The Kildare Village campaign reached an organic audience of over 1.6 million (from influencer outreach, social media and online PR activities). IPSOS research showed a 17% rise in those who had heard about Kildare Village online versus the same period in 2013. Tourist numbers increased by 7% YOY as did traffic to the Kildare Village website (which was +24% up on the same period in 2013). Owned social channel audiences increased by over 8K, with average engagement and reach figures soaring during the campaign period.
Art Director: Peggy O Neill
Camera: Simon Crowe
Photography: Clara Hooper