The Brief

AM+A were contracted to launch the new Atelier100 brand for H&M and IKEA, based on a ‘hyper local’ retail ethos to support local creatives, makers and manufacturers.

Our Solution

London-wide OOH poster spreading campaign strategy - securing out of home (OOH) advertising in key 'creative hubs' across London to raise widespread awareness for the 'open call' phase of the launch amongst London's creative communities‍

Partnerships and collaborations with relevant cultural groups - collaborating with key partners (e.g. charities, workshops, colleges and exhibition spaces) to generate exposure for the Atelier100 brand with relevant online audiences

Press office and media engagement - Maximise Europe-wide press coverage for the 'open call' phase of the Atelier100 programme through traditional press pitching and media engagement

Paid social media campaign - support other key phase 1 tactics with a paid social media campaign specifically targeting creatives and makers living and working within 100km of central London

The Results

Placed 3,000 guerrilla marketing posters and 40 OOH adverts in key creative hubs throughout London
Gained 43 branded posts and mentions from 20+ partners, reaching - 745,000+ key creative audiences
Created 131 media clippings with estimated audience of 730,000,000 and AVE of $1,300,000
International coverage for the project with clippings in 10+ countries including US, Japan and China‍
Paid social campaign generated 975,736 impressions, with a reach of 727,945 and 5,136 total clicks

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AM+A Marketing & Media Relations

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