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The campaign, “Pimkie Color Forecast”, developed for the French fashion giant Pimkie by Happiness with digital PR by Parallel66 has been awarded[nbsp_tc]a Webby Award and several PR awards in Europe.
The effects of our[nbsp_tc]digital PR strategy have touched and engaged millions of ordinary people from all corners of the globe to get involved with the Pimkie brand. Color Forecast has created a completely new approach for the fashion brand to communicate with digital natives in its core markets.
The campaign objective was to raise awareness online in fashion, lifestyle, design and technology forums and thereby to pro-actively engage consumers as brand fans and ultimately to assist Pimkie to reposition itself as a stronger contender among established brands on the high street. With more than 750 stores in 27 Countries the issue for Pimkie was to change down-market perceptions into mainstream associative thinking with other high quality fashion brands by existing and new consumers.
The Pimkie Color Forecast campaign achieved this and much more, creating not only a unique engagement platform to communicate digitally through all strata of social media but also by creating an entirely new way to sell Pimkie’s clothing collections online.Dove-tailing with the overall campaign strategy developed by Happiness, the digital PR strategy to communicate the Color Forecast idea was developed and implemented by Parallel66[nbsp_tc]and the collaboration has directly touched more than 9 million people with more than 300 million new opportunities to see the Pimkie brand created.
An influencing factor for the judges at Cannes Lions is the way the campaign proved the pure power of professionally engaged and properly targeted PR, because incredibly, the paid-for advertising budget for the Color Forecast campaign was actually £Zero.
Not insignificantly, in the first month of the Color Forecast campaign Pimkie’s sales increased by 28%.
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