New Store Opening Campaign
My Role: Creative Strategist and Lead Designer
The Challenge: The Nordstrom Glendale store was relocating across the street to a brand new lifestyle mall complex called The Americana at Brand. Nordstrom was the envy of other retailers for its ability to generate word-of-mouth advertising based solely on its reputation. This would have been some relief during a time of deep budget cuts. However, with the rapid change of multi-channel shopping, this approach needed a significant boost.
Goals:
Build awareness and drive sales for store openings with a very limited budget
Localize Nordstrom’s corporate brand to build connections with the community
Leverage existing store placements and migrate them to The Americana at Brand
Actions: ALL NEW FOR YOU tells the customer that Nordstrom has been listening to them and in so doing, will take their experience to a whole new level. Researching the market and interviewing stakeholders revealed that the existing store Facebook page had a ton of user-generated content. I partnered with the Nordstrom social media team to curate a collection of images from social feeds to create a tagboard layout for the campaign. The device proved to be very economical and easily scalable, giving the creative an instant regional look that resonated with customers.
Baricade
The Outcome:
Exceeded opening sales goals
Grand Opening Gala tickets were sold out
Customers loved seeing their images posted to tagboards during events inspiring them to post on their own social channels
The success of the campaign instigated its use for future store openings including Nordstrom Jacksonville
