Campaign: Fashion/retail - Jigsaw hits new fashion heights

Campaign: Jigsaw appoints a new creative director
Client: Jigsaw
PR team: Mission Media
Timescale: July-August 2008
Budget: c. £30,000

High street fashion chain Jigsaw does not do any print or broadcast advertising, instead relying on PR. In July it called in Mission Media to help the in-house team think more strategically.

Objectives

- To support and educate the brand's in-house team

- To announce the appointment of its new creative director, Louise Trotter

- To maximise awareness of the brand's move online.

Strategy and plan

Mission tied the story of the new website and Trotter's appointment into promotion of the autumn/winter fashion range. The press coverage ran before site launch to encourage data capture among consumers through the preview site, which registered customers' email addresses for an alert email the day the site launched.

Measurement and evaluation

The campaign was covered in the fashion press and broadsheet fashion pages, including four pages in You magazine, a picture story in Sunday Times Business and a brand story in The Independent On Sunday. It also hit the top of Heat's 'barometer'.

Results

The Jigsaw site saw a 23 per cent increase in sign-up for newsletters prior to launch.

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