We were thrilled to be on our way to the Westminster Park Plaza Hotel for the prestigious PRMoment.com Awards.
Propellernet had been nominated in the ‘Health, Beauty, Retail & Fashion Marketing Communications Campaign of the Year’ for our Made Tall campaign delivered for, and in collaboration with, Long Tall Sally. And, we’re absolutely delighted to say that, in a room full of 700 of the UK’s best PR professionals and biggest names, we were crowned winners and presented with a particularly hefty, golden trophy to bring back home!
Our work aimed to empower tall women and to promote the message that Long Tall Sally cuts clothes to fit tall women’s bodies perfectly, where high street retailers might add a few inches on the sleeve or leg to a garment (without accounting for where the elbow or knee sits).
We focused on a customer segment which, at that point, was less likely to visit Long Tall Sally’s website, preferring instead high-end high street brands like Karen Millen and Reiss. This customer group, Status Seekers, love their height and feel it gives them a supermodel-esque persona, and so to capture their attention we created the campaign around the proposition, ‘Long Tall Sally is to tall women what haute couture is to supermodels’.
To bring this to life, we ran a competition which offered one lucky winner the chance to have their body 3D scanned and a mannequin based on their exact body measurements created. Our winner was the lovely Harriet, a 6 foot tall and size 14 (UK) Long Tall Sally customer. Thom Bridle at studiofortythree worked tirelessly to 3D mill and print mannequin Harriet – who we later introduced to real-life Harriet!
Working with the in-house content team at Long Tall Sally, we created a whole host of content for a Made Tall hub on www.longtallsally.com, which included interviews with Lindsey Clark, Head of Garment Technology at Long Tall Sally, and fashion historian, June Rowe from Central St Martins (part of the University of the Arts London).
We sold in the campaign in the UK while Long Tall Sally’s US PR agency got to work across the pond, and collectively we secured almost 200 pieces of coverage, on sites including The Today Show, The Huffington Post and AOL. The campaign was even featured on a billboard in Times Square NYC! You can see all of our coverage here.
Just as importantly we drove significant SEO visibility gains, generated masses of positive sentiment on social media and achieved huge ROI. We’re SO proud of what the campaign achieved and clearly the PR Moment judges were impressed by our results too.
The Health, Beauty, Retail and Fashion Marketing Communications Campaign of the Year category was incredibly broad and the 9-strong shortlist included competition from some of the country’s very best PR agencies, representing food, make-up, footwear and health brands and so to take home the winner’s trophy makes us hugely proud.
There are so many people who were involved in the success of Made Tall, from Thom at Studio43 to Harriet to June and we’re very grateful for everyone’s involvement, but the biggest thanks should go to our lovely clients at Long Tall Sally; thank you for each critical role in making it happen, and for trusting us and the idea in the first place! Here’s to our next campaign!