Claire’s & Underage Festival

Big Fish brokered a deal that saw Claire’s attend their first music festival to become the official accessories partner of Underage Festival.

Business Challenges

Build awareness of the partnership pre-event and deliver a credible reason to engage with the identified target audience of young females

Create an in-store festival interior to coincide with the release of specific festival products

Data capture and product sampling to Claire’s target audience

Generate relevant press to gain awareness of the partnership

Solution

Underage Festival’s credibility amongst a young teenage crowd was ideal for Claire’s as it enabled them to engage with their target audience on a subject which they were passionate about. Claire’s were given the opportunity to tap into the passionate and interactive Underage digital community before the festival by using the festival’s Facebook, which has a reach of over 26,000, to promote their activation on site prior to the event.

In order to interact with customers in store, Claire’s launched a meet and greet competition with Cocknbullkid in 461 of Claire’s UK stores. Just over 8,500 entries were recieved in total, enabling Claire’s to capture vast quantities of data on their target audience of young females. This generated awareness and a perceived association with the festival for Claire’s in the view of their customers. Additionally, Mixmag magazine ran a double page spread on Claire’s activation to promote this further.

The festival allowed Claire’s to sample a variety of products to their target market with 10,000 in total given out and 300 festival goers actually pampered with the products. Amongst these samples Claire’s gave away ’20% off’ vouchers, encouraging consumers to visit their stores post event. 427 of these vouchers were then successfully redeemed in stores, demonstrating a positive reaction to the incentive offered.