CANADA LAUNCH CAMPAIGN
Many of the US retailers who launched in Canada failed to deliver the expected experience and did not demonstrate an understanding of Canadians and our differences versus Americans. As a result, Canadians have become increasingly critical and skeptical of US retailers.
We helped Nordstrom launch in Canada and win over Canadians.
The insight was grounded in the shared values of Canadians and Nordstrom’s brand promise – “We strive to make people feel good.”
The “We like Your Style” campaign featured locals from each launch city and celebrated their own unique style and neighbourhood. For the Ottawa and Calgary campaign we hired Tommy Ton, a renowned street fashion photographer to shoot locals where they live, work and play. For Vancouver’s launch, we hired famous fashion photographer Jake Rosenberg (The Coveteur) to shoot stylish Vancouverites including supermodel Coco Rocha.
The “We Like Your Style” was extremely successful. The campaign generated high engagement on all of Nordstrom’s local social channels and took over the PR buzz in each city. The Calgary store opened within the top five opening sales in all of Nordstrom’s 114-year history.
For Vancouver, “We Like Your Style” featured a fashion show at the Vancouver Art Gallery and experiential interactions across the city. Vancouver was the most successful opening Nordstrom has experienced in the company’s history, with an opening day that beat Nordstrom’s sales target by double..
The campaign was so successful for Nordstrom that they abandoned their old high-fashion model and blanket national approach to launch the local “We Like Your Style” strategy in other international markets.