John Lewis & Partners
John Lewis & Partners is a brand of high-end department stores operating throughout the United Kingdom, with concessions also located in Ireland. The brand sells general merchandise and my role on this project was to work on the ‘Back to Uni’ Campaign - presenting John Lewis & Partners as a modern, affordable and aspirational lifestyle brand that is relevant to parents and university students.
For this pitch, I worked on the strategy, analysed the core target market and came up with a creative approach for the campaign, all of which can be seen here, all of which had to:
• Drive sales, increase spend
• Increase footfall
• Build awareness and loyalty
• Support product categories – showing breadth of range
• Create consistency of communication and produce a quality campaign to attract new customers
How it will be delivered:
• Making the physical environment ‘easy-to-shop’. An enjoyable and aspirational space for parents, and their teens (who are preparing to go to university),with an attractive and inspiring campaign, showing breadth of choice – everything they need to be ready for university, from the right technology (laptop, etc.) to bedding and desks for their rooms.
• Getting new and exisiting customers to actively choose and buy from the John Lewis & Partners.
• Behaving as a championing brand, actively helping parents and students to make this time as ‘stress free’ as possible – bybeing a ‘mentor’ (an experienced, trusted individual; where the role is more active, with more depth and is less distant) as opposed to an ‘advisor’ (who offers guidance; role is more passive, with less depth and is more distant with customers).
• Being the ‘place of choice’ for parents and university students by providing a thorough range, offering all the essentials they need, at great prices.