The Warehouse

The Warehouse #BargainEdit

The Warehouse is a Kiwi classic. Set deep in the hearts and minds of Kiwi’s for 37 years, it is the cornerstone of Kiwi shopping for ‘everything’. 

Services
Influencers, Strategy, Community Management, Creative

The brief

With competitors seen as the new ‘shiny toy’, we were tasked with the job to bring the magic back to The Warehouse, reinvigorate the brand and amplify shareability and talkability on social media platforms. 
Campaign objectives:
  • Build brand relevance and advocacy online 
  • Connect with existing consumers 
  • Engage a wider audience through inspiring content 
  • Position The Warehouse as fashion/homeware leaders in market 
We needed to create an interactive experience for The Warehouse community and to create real impact online and to  connect with consumers in unique and interesting ways.

 

The work

#TheBargainEdit was a content series designed to showcase the incredible variety of homewares and fashionable items available at everyday low prices. Utilising The Warehouse’s own social channels, and a range of micro-influencers and call to action content, we did just that.

Across Facebook, Instagram (including Stories and IGTV), we created a content series that was published regularly each week, focusing on #TheBargainEditFashion and #TheBargainEditHomewares showcasing key new season pieces. Engaging interior designer, Evie Kemp and fashion stylist, Emma John we filmed makeovers with competition winners in-store and in their own homes. Content from the series was then created into short bites and shared across multiple formats such as carousel posts, shoppable collection ads and tags to further encourage shares of the #BargainEdit story across social. This content expanded reach, awareness and sales.

Expanding the reach and breadth across all Kiwi shoppers and tapping into key seasonal trends, we partnered with key nano and micro influencers across the nation (spanning lifestyle, interior enthusiasts, and mummy bloggers) to share how they styled a new season pieces – inspiring consumers to head into their local store whilst also showcasing The Warehouse’s incredible range of product at affordable prices.

The outcome

This content series was a unique and powerful vehicle to reinvigorate and reenergise The Warehouse brand as an interior and fashion cornerstone across New Zealand. The series was pivotal in expanding The Warehouse story and inspiring new and old customers to head back into their local The Warehouse store.