Savers

Savers was perceived as an op shop with clothes for low socio-economic groups and grandparents.

Savers approached SPARK to implement ongoing PR and social media. Our objective was to drive in-store sales and reposition the brand as a ‘House of Thrift’ to university students and hipsters, while also driving‘Shop, Re-use, Re-imagine’ messaging.

Our activity included:

  • Proactive media pitching for key campaign periods – Halloween and National Recycle Week
  • Social media strategy and content
  • Targeted ad buys
  • Partnering with RMIT university to create SAVERS fashion stylists
  • Entering a participant in 2016 VRC Melbourne Cup Day “Fashions on the Field”
  • Supporting Savers charity partnerships (Diabetes Victoria and Red Nose) with video content

Through working with Spark to engage audiences, Savers re-established the brand and has since looked to replicate our campaign tactics in the US.

Results:

  • In 2016, we grew the Facebook fan base by 29%
  • 89,363 social engagements in 2016
  • Reach of 6m in 2016 across social and PR
  • 98% sell-through since working with SPARK