Hello Molly has revealed the results of an experiential marketing campaign.
The online fashion company held activations at three of Sydney’s top universities, in July and August, to strengthen its ties with the student community.
This marked the company’s first consumer activation and highlighted its new partnership with UniDays.
Dubbed the ‘Hello Molly Campus Tour’, the campaign was staged at the UNSW, UTS and University of Sydney.
Students, staff and visitors were provided with the opportunity to ‘Spin and Win’ from Hello Molly’s prize wheel.
It offered them a chance to win various gifts such as discount codes, gift vouchers and ‘Back to School’ survival packs which included custom tote bags, mouse pads, and document folders.
Students were also treated to free fairy floss in-between classes.
Hello Molly creative manager Jasmin Fraser said the success of the activiation proved the significance of experiential and IRL marketing.
“It was great to see so many students engage with our activation, we had such a great response from our first university campus tour.
"Being an online based fashion boutique it is sometimes difficult to have an IRL touchpoint for our marketing, as naturally everything for us has its roots online, including the majority of our marketing.
"This type of activation provided a real life presence amongst a demographic that is so used to looking down at their phones; we gave them an opportunity to look up and engage with our brand in a real world setting, providing a fun and memorable association for brand recall for when they do see us online next.”
Hello Molly has now committed to future events and campaigns.
“With a digital engagement component of the campaign running alongside our university activation, we have a brand new, engaged audience and database to speak to.
"This has really shown us the importance of experiential marketing and engaging with our customers outside of a typical e-commerce environment."
Since launching in 2012, the eCommerce site has shoppers in more than 130 countries.
The brand is based in Sydney, with additional offices in LA and Beijing.