Live Brand Experience, Experiential strategy and planning, Pop-up shop, Creative, Promotional staff
The British Red Cross are a volunteer-led humanitarian organisation that helps people in crisis, whoever and wherever they are. They enable vulnerable people at home and overseas to prepare for and respond to emergencies in their own communities. When the crisis is over, they help people recover and move on with their lives.
Hotcow was appointed to create the first ever Red Cross pop up shop, in the lead up to Christmas. The challenge was to drive consumer awareness of the Red Cross and their activities, whilst encouraging interaction with the retail brand, driving revenue both on and offline, within a low budget.
Location for this campaign was crucial. The campaign targeted an affluent audience. Hotcow chose Westfield London to maximise opportunities to engage with the target audience. The pop up store was situated on the mall to ensure maximum visibility and the location within the shopping centre was closest to ‘The Village’ to reach consumers with highest disposable income. Red Cross Brand ambassadors were existing Red Cross donatees to ensure enthusiasm and authenticity throughout.
What we did
Hotcow designed and constructed a bespoke pop-up retail stand in Westfield London. We then filled the stand with goodies from the Red Cross online gift shop including toys, home ware and cards. We also retailed a selection of festive decorations. Over 4 days, the happy and enthusiastic Hotcow team were on hand to share the British Red Cross brand messages whilst promoting the online and offline offerings to drive sales.
News for the Red Cross Pop up store was featured in numerous online press. Hotcow executed Twitter activity throughout the event to drive further awareness.
So, what happened:
- Raised the profile of The British Red Cross and increased its brand awareness
- Over 700 gift items sold.
- From a survey, 2/3 consumers agreed that the stand changed their perception of The Red Cross retail stores as a place that only stocked second hand items.
- 85% of consumers said that the pop-up shop experience now made them aware of the the British Red Cross had to offer via the online store.
Hotcow have been a brilliant team in terms of project management. They have taken the pain out of all the small things. They are really great in terms of thinking about all the detail and coming up with a creative solutions for what we were looking for.
British Red Cross, Marketing Manager