Driving sales by establishing T.M. Lewin as the shirt-maker of choice for a new generation of customers
With reduced high street spending putting the UK retail market under increasing pressure, and an increasing number of retailers offering value and convenience to potential customers, heritage retailer T.M. Lewin recognised the need to re-assert itself as the shirt maker of choice for new and existing customers alike.
What we did
We partnered with “Mr. Perfect” Gary Lineker, the man who was never booked in a football game, to bridge generational divides and represent the perfect shirt from T.M Lewin. The “tease and reveal” campaign built intrigue by initially (and literally) exposing Gary, but not the brand behind him, using tactical PR coverage and paid social to amplify the activity. Once public curiosity peaked, they exposed him again, this time wearing his T.M.Lewin shirt, tying him back to the brand promise.
What we did
Media investment amplified social buzz with London daily newspapers, bus supersides and large Underground posters entering the line-up. Branded photo cards were handed out at Premier League matches and coffee cups were distributed at London coffee shops. The campaign was further amplified thanks to TFL, who deemed Gary’s torso a litte too risqué. This created significant PR across national press and online news sites.
The sales results from the campaign were astounding. In London, City and West End stores year on year revenue was up 18% in the month of the campaign. Looking at the same period nationally, revenue increased by 16%. The campaign also delivered in terms of cost effectiveness, with a staggering £1.5m of free earned high-value brand coverage. This represented 3 times the paid media investment of £500k.
Free media coverage
Increase in profit YoY