WKD: #WKDSummer Summer Festivals
WKD wanted to authentically reach a millennial audience through their media communications. In 2017, the brand relaunched with new, more aspirational advertising with the goal of achieving a greater brand desirability within a hard to reach target market.
WKD approached MediaCom Sport & Entertainment to provide a strategy that would demonstrate the most effective way to target an 18-19 year old audience in a way that would be natural to them. By doing so they hoped that the brand would increase favourability and relevance amongst the youthful consumer base.
MediaCom Sport and Entertainment created a framework of entertainment events throughout the summer that would be relevant for WKD. The most effective approach was agreed to be to partnering with summer festivals.
Mediacom S&E created a shortlist of appropriate festivals as well as generating a bespoke scoring system to easily compare between festivals based on WKD’s KPIs. The recommendation of three festivals (Made In Leeds, Kendal Calling and Glasgow Summer Sessions) was suggested to WKD.
MediaCom S&E negotiated with these festivals to secure a list of priority rights from WKD in a cost effective way and contracted these festivals in collaboration with the client.
WKD activations with three festivals including Made in Leeds, Glasgow Summer Sessions and Kendal Calling
3 top DJs performing at the Kendal Calling activation including Jasper Jones, Solardo and Sonny Fodera
In total the festivals secured over 160,000 attendees
Over 15,000 units of product were sold across the festivals
The campaign secured over 1.3million impressions across social media