A lockdown campaign that sold safety, not discounts

Lockdown, and a retail category where the entire problem was that people were afraid to stand in a queue. Discounting would not have fixed that, because price was not the objection.

So the campaign sold the experience of shopping there instead: shop safe, with separate queues for women. Influencer-led, because the message needed to come from someone the audience already trusted rather than from the store.

Reading what the customer is actually anxious about, and building the campaign on that instead of on the obvious lever, is the part of this that transfers to any category.

Walk-in sales increased over the campaign.