A cosmopolitan lifestyle brand with a unique, feminine and seductive style, where the denim collections are always created with a glam touch and details from the fashion world.
Working with the PR agency and merchandising teams, our challenge was to plan and manage the brand's email marketing campaigns to grow brand engagement with the UK fashion-conscious shoppers, and loyalty with existing Miss Sixty customers. We established the forthcoming merchandising themes, brand messages and in-store promotions, and mapped the broadcast schedule around them. In addition, the email design brief was directed to perfectly reflect the cutting-edge design and sexy, aspirational style of the brand using the minimal assets provided.
Promoting the trendy Miss Sixty brand as much as the products themselves, our e-shots were geared to capture public attention. Competitions and giveaways successfully encouraged recipients to 'forward to a friend', maximising the audience exposure and ensuring consumer interaction with the brand, whilst in-store events boosted footfall as recipients took-up their email invites for exclusive event access.
The creative design of each email was bespoke and created specifically for each message sent to the Miss Sixty and Energie database. The designs were trendy, sexy and statement-making, with glam touches and a magazine lifestyle theme that set them apart.
Attaining email open rates well above average, often as high as 50%, the campaign was awarded Best Retail Email Communication by the Interactive Advertising Competition for innovation in design, copywriting, impact and use of the email marketing medium.