Lyle & Scott: ‘Curated by Lyle & Scott’
How can we make this prestige clothing brand better known and more relevant to an 18-24yr old audience?
Strategic platform: ‘Curated by Lyle & Scott’
Having already delivered a series of successful music partnerships on behalf of Lyle & Scott with Camden Crawl & Ibiza Rocks, we developed Lyle & Scott’s music strategy to create its own credible property.
We wanted to position Lyle & Scott as being contemporary and informed in the music space so we developed ‘Curated by Lyle & Scott’ – a series of gigs to align the brand with credible and breaking acts. The shows were highly anticipated featuring live shows from emerging acts across the UK including Disclosure – just when they were about to break. Additionally Alex Clare, Tribes, Spector & Chad Valley all performed exclusively in London and across the UK.
A competition to find unsigned bands to play the support slots at each event served to drive traffic to Lyle & Scott’s social media channels whilst further engaging with their target audience.
These shows provided branded content opportunities. To maximise impact and amplification, we set up a partnership with Channel 4 who commissioned 3 episodes of CBLS for terrestrial & VoD platforms. Reach was further amplified through PR & social media.
With so many stakeholders involved, a smooth delivery was vital in ensuring campaign effectiveness – we led the all-agency group working collaboratively with Lyle & Scott’s integrated agencies.
- 2 million viewers of CBLS on Channel 4 across 3 episodes
- 40% of viewers were aged 16-34
- The all important metric of increasing brand awareness was confirmed as having been met by the PR agency who tracked coverage and conversations across the period of the partnership
- Shifts in the profile of Facebook followers also confirmed that a new & younger audience was indeed engaging with the brand