BACK

TO ME

BACK TO ME 

Enough with linen blazers, flip-flops, and sticky nights. Goodbye, cramped cabins and awkward in-law smiles. It’s time to return to real life—back to the city, to friends, dinners, and the office. Back to who we are. Back to me.

Objective: Create a cohesive concept for Åhléns with a unified autumn message that encompasses their three business areas: Fashion, Beauty, and Home and generate inspiring content that resonates with customers, encouraging them to choose Åhléns over competitors during the season.

Key insights: Autumn is a time for renewal, and customers seek to update their style and living spaces. We aimed to make Åhléns top-of-mind for trendy offerings as competitors present their seasonal collections.
The need for compelling content with clear calls to action (CTAs) is vital for driving sales, particularly during key weeks of the campaign.

Campaign Structure: We began by launching a comprehensive campaign that highlights new trends and features packaging showcasing 12-14 fashion looks and 3-4 makeup trends, ensuring that the campaign is visually appealing and aligns with customer aspirations for the season. Subsequently, we shifted the spotlight to home products, replacing fashion and beauty in the campaign. We leveraged user-generated content (UGC) and influencer collaborations to enhance engagement

Execution: We leveraged our storefronts and e-commerce platforms to deliver a consistent campaign message across all channels. Additionally, we expanded our reach through screens, prime advertising spaces, social media (both organic and paid), and newsletters. The campaign was also highlighted in our in-house magazines, emphasizing the overarching theme of 'Back to Me.'"

Results: The campaign reached an impressive 12.1 million impressions, and we recorded notable Click-through Rates (CTR) of 1.47% for Beauty and 1.21% for Fashion.

Conclusion: The "Back to Me" campaign successfully engaged customers with inspiring content that highlighted the new season's trends. By fostering a cohesive message across multiple business areas and utilizing strategic marketing channels, we solidified Åhléns as the preferred destination for both personal and home restyling during the autumn season.

Thank you! come again

Stockholm, SWE 
Phone: +46 0708 69 1988
Email: peiris.johan@gmail.com

© JOHAN MIRSCH PEIRIS 2024