Salvos Salvonista Pop-Up Stores were a unique approach to breaking the stigma of op-shopping with fashion savvy budget conscious shoppers, ultimately getting them over the “threshold” into Salvos Stores. We developed a mobile boutique, a converted van transformed into a funky fashion store that popped up at key locations. The result was an ownable platform that achieved a high level of brand consideration with non-shoppers, and educated them on what Salvos Stores do and where to find them.
Research showed there was a stigma around shopping at second hand stores, which limited the likelihood of shoppers even entering a store. The perception was that Salvos Stores are ‘not for me’.
Our job was to remove this stigma, increasing consideration and traffic, by demonstrating the great range and variety of fashion and homeware items on offer; and communicating the contribution Salvos makes to the community.
Tapping into our target’s desire for a fashion lifestyle on a budget, yet knowing they would shy away from coming into stores, we did three things to position Salvos as a retail destination for cool and affordable fashion for everyone.
Firstly, we coined the term ‘SALVONISTA’ – a ‘fashionista’ with a difference!
SALVONISTA describes someone who prides themselves not only on how they look, but also how they feel, thus tapping into the good work that Salvos Stores does in helping the community. This brought the Salvos name and purpose front of mind, whilst closely linking it to fashion.
We created a campaign icon, an earthy, recycled look & feel, and an illustrative style to provide a consistent element throughout. Our lead message invited shoppers to answer the question ‘Are you a SALVONISTA?’ providing a trigger to find out more.
Secondly, we took the store to the people!
By creating a pop-up SALVONISTA mobile boutique, we delivered a new and unique shopping experience outside of the traditional bricks and mortar. Further reflecting our SALVONISTA look & feel through the use of materials and indie pop music; the boutique had the design and ambience of a fashion outlet with navigational signage, dressing rooms, digital kiosk for access to online sign-up, a mobile recharge station to increase dwell time, and solar panels to generate the energy supply.
6 high traffic pop-up locations were selected close to shopping malls, yet away from existing Salvos Stores to enable us to reach a new audience already in the shopping mindset. The local Salvos Stores provided eclectic ‘fashion statement’ stock and their own volunteers.
Thirdly, we maximised awareness through multiple channels!
We engaged Lynette Bolton (TV presenter/Mum) as Brand Ambassador and created a website and mobile app. By partnering with a PR agency to help us amplify our message, we were able to maximize results – a media exposure with an estimated value of $350k, from an investment of just $10k. Multiple exposure included; TV (The Project), Editorial (19 pieces), Press (Grazia), Online (Time Out + 35 blogger listings) and Radio (80 pre-launch spots on Today FM).
Stores exceeded 5,000 visitors!
The majority of sites required daily stock replenishment by lunchtime. Over 75% of visitors described themselves as “non-current shoppers” and were pleasantly surprised, and compelled to visit their local Salvos Stores to see what else was on offer.
Sales exceeded traditional Salvos Stores average by +20%!
Local stores reported increased traffic flow after each event.
The campaign won several awards! APMA Gold – Best Shopper Marketing campaign, APMA Silver – Best Integrated Campaign under $1million, POPAI Bronze, and ADMA Finalist. The campaign has also been selected to feature as the only Australian case study in the official publication of the Path to Purchase Institute’s book; ‘Global Perspectives on Shopper Marketing, Best-in-class case histories from around the world’, which will be published in 2014.