Introduction

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

Retail

Radley curated their favourite vivid and brightly coloured bags to make up their ‘Rainbow Edit’ in celebration of the film’s release. Eleven secured the assets for Radley to create a nationwide in-store retail activation across all 41 of Radley’s stores to promote the Rainbow Edit collection which included window displays, strut cards, and in-store promotion. The Rainbow Edit was also promoted through Radley’s widely-followed online digital channels.  

Competition

Radley held a competition to win a luxury weekend trip to London for two people, including two nights at The Gore Hotel, two tickets to see Judy, a bag from the Rainbow Edit, and dinner. This was hosted in-store and through Radley’s social channels. 

An E-newsletter was sent to over 200,000 Radley customers in support of the competition and the Rainbow Edit and achieved an open rate of 55,000 people, making it one of their most popular newsletters to date. The competition vastly expanded the brand’s customer information database attracting 35k entries.

Radley also posted the trailer and an editorial piece on their blog in support of the film, the ‘Rainbow Edit’, and competition.

Results

• Sales of products in the Rainbow Edit during the campaign more than doubled

• Radley increased their customer database by over 35k through the competition mechanics. 

• Radley saw their social media following increase by 4% over the 2 weeks.