WINNER: Dune – Launch of the Wedding Collection
PUBLISHER: Immediate Media
As one of the most influential global players in fashion footwear and accessories, Dune pride themselves on being able to offer something for everyone, for every occasion.
Dune and the7stars approached Immediate Media to help launch their latest wedding collection, exclusively available online, to build brand awareness and drive social media followers. There were several challenges – brides looking outside their day-to-day fashion favourites, as well as favouring an in-store retail experience, relying on word-of-mouth amongst brides-to-be, and a small media budget.
Research showed that wedding magazines and their websites still play a vital role during the initial stage of wedding planning, so partnering with a credible wedding brand – Immediate Media’s ‘Wedding Network’ – would deliver the trusted, authoritative voice required.
The idea was to launch the collection with an exclusive event, co-hosted by Dune London and the Wedding Network, at Dune’s flagship Marble Arch store, supported by online magazine promotion, social video content and competitions.
Using video content on YouandYourWedding.co.uk and the Wedding Network’s highly-engaged social channels, delivered in excess of 1m views.
The results exceeded expectations across all metrics – the event was over-subscribed, social media metrics rose sharply and 64% of the day’s sales took place during the three hours of the event at the flagship store.
“We have been so pleased with the success of our partnership with You & Your Wedding, particularly the added value we have been able to achieve with a small budget. The wedding collection is really important for us and we feel confident that we chose the perfect partner to work with to get our message out there.”
Kelly Nairne, Head of Marketing at the Dune Group
“A great way to open a new market on a small budget.”
Spotlight judge Dominic Mills, journalist