Brief: bring Amazon's new high street stores to life through a targeted regional PR campaign.
In 2019, Amazon, in partnership with Enterprise Nation, Direct Line for Business and Square, launched a programme to give small online-only brands the opportunity to sell to customers on the high street for the first time through a number of Clicks and Mortar pop up stores.
We were tasked with helping to launch the programme in Manchester and helping drive footfall to the pop ups consistently as the programme rolled out throughout the UK during 2019 and 2020. The programme is currently paused due to COVID-19.
In a first for the brand, Amazon was exploring high street retail in the UK, and Clearbox helped manage a successful communications plan to put the sellers at the forefront of the conversation.
So far, we’ve coordinated media launches for five Clicks and Mortar in locations including the launch in Manchester, and in other cities like Cardiff and Sheffield. With each location, a bespoke strategy was put in place, tailored to the needs of the media and each audience, ensuring maximum profile opportunities for sellers in the pop ups.
The campaign, now in its second year, has generated national coverage throughout the UK, with a mix of print, broadcast and social coverage. The Clearbox team has secured more than 100 pieces of coverage and we’re not done yet. Most importantly of all, sellers have seen increases in site traffic and online sales, as well as benefitting from sales in the pop ups.