Introduction

Eleven facilitated and executed an exciting and fully-integrated partnership between Whistles and British production company Pathe ahead of the release of their much-anticipated Judy Garland biopic Judy starring Renee Zellweger. 

Retail

Whistles ran a national campaign throughout 45 stores which included window displays and in-store promotions for their Judy competition and the partnership with the film. The displays were up for 18 days and included window vinyls and strut cards promoting both the edit and a competition. 

Social influencer campaign   

Whistles invited a range of fashion journalists and bloggers along to a private screening of JUDY at the iconic BFI Southbank. The screening was attended by representatives of 13 different publications with a combined readership of over 2.7 million. 

Eleven also arranged for Whistles to invite two influencers, @Londonchatter and @thefrugality, to the film’s European premiere at the Odeon Luxe in Leicester Square. Both influencers posted extensively onto their stories throughout the evening to their combined 357k followers.

Online Activations

Whistles used their Social Media channels and website to promote the film and their own products. This involved a competition, blog posts, and a ‘dress the part’ collection which consisted of 60s inspired colourful clothing. 

Whistles used their blog post to promote their ‘dress the part’ collection - a curated range of pre-existing clothing that was inspired by the film. This enabled the brand to reinvigorate interest in pieces that had been previously available to customers.

Competition 

A competition to win a luxury weekend trip to London for two people, including two tickets to see Judy, £1000 to spend in-store, and dinner was hosted in-store and through Radley’s social channels. The competition had over 18,000 entries, vastly expanding the brand’s customer information database and becoming their third most-engaged competition ever. 

Results

• Whistles saw their social media following significantly increase over the two weeks the campaign was live. 

• Whistles vastly expanded their customer information database through competition entries 

• Judy enjoyed extensive promotion in Whistles stores across the country