BRIEF:
Use Valentine’s Day to appeal to a new, younger audience and drive footfall into the store.
SOLUTION:
We delved into the dusty archives of the ancient retailer looking for inspiration and our research discovered that Fortnum’s had a licence to marry. So with that in mind we built the first ever in-store chapel and invited people to actually get married. Unbelievably we had hundreds of enquiries, dozens of proposals, several renewals and three actual weddings.
RESULTS:
Social and media push resulted in 40 editorial articles reaching 100 million whilst Instagram engagement increased 40% with over 2 million impressions. Footfall and online visits increased 32% and 17% respectively and sales went up 37% and 50% respectively versus the previous year. This quickly became Fortnum’s most successful Valentine’s Day promotion of all time.