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Rejuvenating the C&A brand

The case
One of the most famous department stores in the Netherlands launched a new summer collection. For the collection, C&A used the slogan 'Summer is a state of mind'. Put another way: you create your own summer feeling. Linden & Barbosa were asked to publicize the collection and accompanying ideas in the Netherlands. C&A required a PR approach that would complement the mass media campaign and strengthen its message. The company wanted to create newsworthy content that demonstrated that the brand is surprising, fashionable, and inspiring.

The approach
To create online buzz, we launched a so-called 'Young Influencers' programme. Four creative young influencers were selected to form a collective. Their common denominator was their extensive social reach with young people and a passion for video, photography, and fashion. We provided the intrepid foursome with a Volkswagen camper van, and an overflowing suitcase of C&A items with which to criss-cross through the Netherlands. Each day, via a Whatsapp chat message, the collective members were charged with the completion of a mission, which focused on creating a 'summer is a state of mind' vibe. In this way, they were able to demonstrate that the concept was truly independent of both the weather and location. The missions were created and distributed via hellosummer14.nl and the hashtags #hellosummer14 and #projectroadtrip. The young influencers also energetically blogged and tweeted about their experiences, via C&A's channels as well, so that others could follow their adventures. 

To bring the collection and theme to life, a press event was organized for the fashion-loving Netherlands. While silver raindrops fell from the sky outside, inside, the summer festival feeling began heating up in Amsterdam's trendy events centre Undercurrent. Together with stylist Jetteke van Lexmond, C&A unleashed its creative touch to show that all it takes is the right outfit so that you too can enjoy that summer feeling. The media was present to report on the event and that evening, 700,000 RTL Boulevard viewers watched the C&A collection sashay across their screens. Click here for the social media press release.

Influential bloggers were also invited to take on a C&A challenge. They were given a special vintage suitcase that contained a number of key collection items, and they used these to activate and inspire their followers to get into their own summery mood. And what is the current status of the target group’s summer state of mind? To figure this out, Grazia readers took part in a summer survey in the lead-up to the campaign. We distributed the results to relevant media and they were included in the press event and in this YouTube video.