- Urban Outfitters today (Oct. 24) launched a social-focused holiday campaign entitled “Happy LOLidays,” in response to details shared with Marketing Dive.
- Key to the campaign is “UO Carol,” a musical video spot that may run on the brand’s social media channels and have its first holiday carol made with popular TikTok personality Lubalin. The effort, meant to position the retailer as a hub for stress-free gifting, also features a dance challenge.
- The campaign moreover leverages digital and retail components, including the transformation of Urban Outfitters’ stores and website. The retailer’s “LOLiday Gift Guides” help round out the trouble with trending and budget-friendly gift recommendations.
Urban Outfitters is approaching the critical Q4 sales period with a social-focused campaign and holiday jingle. The effort is meant to assist curb seasonal woes as consumers proceed to give attention to affordability. Retail sales for the vacations are forecast to extend between 2.3% and three.3% this 12 months, representing a slowdown from the 12 months prior, in response to Deloitte.
Central to the campaign is “UO Carol.” The musical video, directed by Laurence “Baz” Morais, will span the brand’s own social media channels and incorporates a tune by TikToker Lubalin. A dance challenge choreographed by Lars Gummer accompanies the trouble. Leading within the video are collectible characters like Kewpie and Calico Critters, while animated products like Owala and Fujifilm also make an appearance. Additional brand staples, including the Urban Outfitters logo, are also featured.
Urban Outfitters teamed with creative agencies 1stAve Machine and Les Enfants for “UO Carol.” The holiday campaign is meant to combine fun with affordability along with meeting Urban Outfitter’s goal audiences where they naturally engage, said Cyntia Leo, head of brand name marketing at Urban Outfitters, in release details. The retailer’s key demographic is young adults aged 18 to twenty-eight.
“We’re shaking up the holiday season experience by tapping into the heart beat of culture and trends, cutting through the noise in a crowded media and retail landscape and delivering exactly what our customers are asking for this season — removing the stress out of the vacations and bringing back the fun, joy, and the classics with the perfect gifts at the precise price — plus, that unbeatable feeling of finding the proper gift,” Leo said.
Along with the social presence, the campaign will see Urban Outfitters’ stores and website transformed right into a “holiday playground,” per release details. Additionally, “LOLiday Gift Guides” will showcase budget-friendly, viral products for gifting across categories like “Gifts on your Situationship” and “Gifts which are Mid(priced).”
Urban Outfitters has honed a give attention to affordability beyond its latest campaign. The retailer earlier this month promoted recent price drops with a green banner at the highest of its website that read: “We heard you. We were so much. We’re lowering prices on over 100 of your favorite styles.” Comparable retail segment net sales decreased by 9.3% for Urban Outfitters in Q2, per an earnings statement.
Urban Outfitters joins others who’re entering into the holiday spirit. True Religion this week announced that Grammy Award-winning artist Megan Thee Stallion might be featured in its holiday campaign, “Where Holiday Wishes Come True.” Walmart and JCPenney have also offered glimpses into their seasonal marketing strategies.
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