Christmas Campaign
Overview
Childrensalon is the world's leading luxury retailer for children's designer clothes and accessories. With a commitment to providing high-quality and unique fashion options for children, Childrensalon has been a favorite choice among discerning parents since its inception in 1952.
The Challenge
The main goal of the "Magical Christmas" campaign was to encapsulate the enchantment and wonder children experience during the holiday season while amplifying brand visibility, driving sales, and fostering customer engagement.
Process
1. Discovery & Research
- Background Research: A review of past campaigns showed that our audience resonated deeply with themes of magic, wonder, and festive joy.
- Audience Research: The primary demographic included parents, grandparents, and gift-givers, aged 25-45, who sought to create magical Christmas memories for their children.
2. Ideation & Conceptualisation
- Brainstorming: Ideas varied from "Enchanted Winter" to "Dreamy Festive Nights". "Magical Christmas" was embraced for its timeless and universally cherished sentiment.
- Sketches & Concept Drawings: Initial visuals depicted children in elegant attire, surrounded by twinkling lights and magical festive elements.
3. Design & Development
- Asset Creation: This phase birthed animated website banners, carousel posts for social media, and elegant print materials for deliveries and gift boxes.
- Multilingual Adaptation: Utilising a team of translators and native speakers, we ensured both linguistic accuracy and cultural appropriateness for all campaign content.
4. Photoshoot & Videoshoot Direction
- Pre-production: An ethereal, starlit indoor setting was chosen. Models were selected to reflect a diverse array of joyful families.
- During the shoot: The focus was on capturing spontaneous, magical moments under the magical stars and fairy lights.
- Post-production: Emphasised ethereal glows, luxury backdrops, and the joyous expressions of the children.
Challenges & Solutions
- Multilingual Nuances: Some festive phrases were not universally understood. Solution: Collaborated with local cultural consultants to craft universally appealing messages.
- Digital vs. Print Visuals: Initial designs that sparkled on screens appeared less vibrant in print. Solution: Adjusted the visual colour spectrum and liaised with print specialists to maintain a magical aesthetic across all platforms.
Outcome & Results
- Quantitative Results: The "Magical Christmas" initiative saw a 27% uptick in website traffic, a 32% rise in sales, and a notable 52% surge in social media activity compared to the prior year.
- Qualitative Results: Feedback highlighted the campaign's ability to recapture the magic of Christmas.
- Learnings: The campaign underscored the significance of early collaboration with linguistic experts and the vitality of iterative design tests across mediums.
Conclusion
The "Magical Christmas" campaign reaffirmed Childrensalon's position as the pinnacle of luxury for children's fashion, celebrating the magical essence of Christmas. The journey of orchestrating such an expansive campaign underscored the pivotal role UX plays in resonating with a global audience's diverse anticipations.
