Tesco, the largest supermarket retailer in the UK, worked with digital printing partner, Elanders UK, to provide a campaign which would promote their in store clothing range, Florence and Fred. The brand, which is usually displayed as F&F, offers clothes for women, men and children. Tesco provided the designs and Elanders provided the high quality print and packaging materials to bring the entire campaign to life.
The Objective
The UK retailer wanted to create a campaign that would target bloggers who reside in Britain and who are interested in beauty and fashion. There are millions of fashion and beauty bloggers around the world, sharing their own advice about how to put the perfect outfit together whether it be for a shopping trip or a special occasion like a Christmas party or a birthday. There are thousands of beauty and fashion blog readers around the world, who rely on receiving the latest tips and news from their chosen set of bloggers.
Making It Personal
The Paper Doll Party campaign consisted of a selection of different packages customised for bloggers in the industry and contained a selection of handmade biscuits, some bearing the F&F logo whilst some showed a selected dress on the front. A number of miniature paper doll outfits and a paper doll designed to look like the blogger was also found in the box.
Each of the outfits was printed on self-cling vinyl, the perfect material to allow them to be placed on the miniature models. Electrostatic PVC film was used to stick each of the dresses to the paper doll as it doesn’t require the use of sticky glue and doesn’t leave any residue. The result of these two materials being combined allowed the miniature glossy clothing items to be peeled, repositioned and swapped until they were happy with the dolls outfit of choice.
Tesco designed the packaging and illustrated the dolls and outfits in house whilst Elanders were in constant contact with the online marketing manager throughout as planning and delivering this campaign with a high level of detail and to the high standard required would add a level of complication. The entire package was presented in cardboard rigid boxes with paper laid over which displayed the F&F branding along with the Twitter hashtag for the social media campaign.
Sarah, who founded The Temporary Secretary blog, received one of the packages said “F&F has been one of her favourite brands to work with in 2013 as they really understood the principles of social media and the impact of collaborating with bloggers and YouTubers.”
Sarah added, “F&F has come up with some clever ideas that are fun and fresh, which always achieve great results.” F&F reported that the Paper Doll Party campaign was received by all of those involved really well as the element of personalisation was delivered really well and put a smile on the faces of many bloggers.
Elanders UK were shortlisted for two awards at the Digital Printer Awards within the ‘Adding Value’ and ‘Innovation’ categories for its involvement in the campaign.
