Summer Fashion for Every Occasion

Barley Communications

 

In the summer of 2019, Britons were estimated to spend an extraordinary £2.7 billion on 50.3 million summer outfits only to be worn once. Barley Communications and Barnardo's Summer Fashion For Every Occasion campaign tapped into rising public interest in single-use plastics and grabbed the public's attention with a news story highlighting the damaging impact of single-use fashion as an issue of equal weight. The campaign's objective was to change public behaviour around the purchase of summer fashion and drive more people to Barnardo's stores to buy second-hand rather than new. We had a target of eight to 12 pieces of national media coverage.

We generated extensive media coverage (262 items), with OTS/H of over 222 million. National coverage exceeded expectations of eight to 12 pieces, totalling 27 pieces across print, online, and broadcast in top tier titles. The campaign generated additional sales of £118,491 during the campaign period (8 July- 31st August 2019) compared with the same period in 2018, equivalent to an increase of 26,331 customers. Barnardo's retail performance has bucked a trend and continues to outperform the sector with clear year-on-year growth, helping to fund its work transforming the lives of vulnerable children across the UK.

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