Tu & Me
Take Tu outside of Sainsbury’s stores, showcasing the new Autumn / Winter collection, to a wider audience. We wanted to highlight the quality, fashion credentials and value of Tu’s clothing, with a multi-layer and integrated campaign that also amplified the new Tu & Me above the line campaign.
The right outfit can change how we feel about ourselves, our bodies and the way we move.
We wanted to bring back the real joy of retail therapy. The feeling when you can try on an outfit, feel powerful, ready to take on the world.
To do this we created a space where we could help people feel empowered in their clothes, from the inside and out. A unique retail experience gave customers the chance to try on fabulous outfits in the UK’s first-ever moving fitting room (no bad lighting allowed), in partnership with Drag Race UK star and beaming force of body positivity, Kitty Scott-Claus.
With the help of Kitty and the amazing School of Strut, we hosted confidence-boosting masterclasses for customers and consumers, where they learnt how to strut and show off their power poses in their new outfits.
The campaign created positive sentiment for Tu, and a new audience to engage in their clothes. We saw over 100 consumers test our moving fitting room in one day.
Tickets made available to the public sold out and our media slots proved just as popular, attracting 20 influencers and press attendees including the likes of Ashley James and Emily Clarkson.
The event garnered over 45 pieces of coverage, including 12 pieces of national coverage, which were rich in key messaging around body positivity and Tu Clothing. Interviews placed with Kitty in top tier titles further cemented campaign objectives… and we secured social reach of over 1.5 million.
The campaign has driven positive sentiment and consideration with our audience,who came into the space for a range of reasons, and discovered their confidence, “ I wish I could put a big flag outside of the event space telling everyone to come because they need to experience this”.
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