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Case Study #3

Holiday Campaign

Keep Calm + Gift On

Client:

Stephen Kempson London 

Role:

Marketing Strategist |

Creative Strategist Designer |

Event operations

CAMPAIGN OBJECTIVES

Primary Goal: Position Stephen Kempson London (SKL) as a go-to holiday gifting destination, appealing to current clients and a new, female audience, while preserving its bespoke British identity.

Secondary Goals:

  • Showcase a curated selection of sweaters, accessories, and gifts.

  • Highlight female-founded brands carried in-store.

  • Drive holiday foot traffic and boost seasonal sales.

  • Execute on a tight budget, maximizing creativity and organic reach.

INSIGHT + STRATEGY

Insight:

Positioning Strategy:

Tone + Creative Approach:

  • SKL’s male-dominated audience didn’t view it as a gifting hub. The campaign aimed to shift this perception, tying retail offerings to SKL’s British craftsmanship.

  • Blended classic British charm with modern retail appeal using the “Keep Calm + Gift On” tagline to align with the audience demographics.

  • Lent into visual storytelling with gift wrapping, bows, and holiday-themed setups, paired with product-focused content to drive both holiday ambiance and product awareness.

  • Festive, warm, and community-driven.

  • Mixed high-end product photography with approachable, user-generated content to balance aspirational and accessible.

CHANNELS + TACTICS

Campaign Teasers:

Campaign Activation:

Community Engagement:

  • ​Instagram: gift guides, sneak peeks, and countdowns.

  • Emails: holiday preview, gift ideas, and event invites.

  • Storefront signage positioning SKL as a gifting stop.

  • In-store “Gift Event” featuring female-founded brands (co-marketing opportunity).

  • Partnered with Westport Holiday Stroll tapping into broader foot traffic and local buzz.

  • Local influencer outreach and content.

  • DIY product photography and styling sessions to create high-quality but budget-friendly content featuring giftable items.

  • Branded hashtag + photo-friendly gift wall to drive UGC.

  • Encouraged attendee and influencer posts.

PERFORMANCE

Social Growth

  • +20% follower increase during the campaign period.

  • +100% increase in reach.

  • +120% increase in views.

Community Engagement

  • Generated 30+ user-generated content (UGC) posts.

  • Featured in local lifestyle publications and influencer content, extending organic reach.

Sales Impact

  • A 16% year-over-year increase in holiday sales.

Budget Efficiency

  •  Entire campaign run on $1,000—leveraging partnerships, in-house creative, and organic influencer support.

CROSS-FUNCTIONAL COLLABORATION

  • Trunk Show Brands – Partnered with women-led brands for the Gift Event, offering curated products and cross-promotion.

  • Local Influencers + Community Partners – Invited to shop and share SKL’s holiday edit, generating 30+ UGC posts and boosting organic reach.

  • Retail + Sales Team – Delivered seamless in-store experiences, highlighting gift options and SKL’s craftsmanship.

  • Event Partners (Westport Holiday Stroll) – Collaborated to increase foot traffic and connect with the wider Westport retail scene.

  • Store Leadership – Aligned campaign messaging with SKL’s British heritage and bespoke identity across all channels.

CREATIVE/DESIGNS
Supporting Content

  • In-house styled holiday product photos.

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  • Event materials: signage, branded bags, gift tags.

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  • Email designs: gift guides, event invites.

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  • Social content mix: product shots, teasers, UGC, BTS.

TOOLS USED
Across Campaign

  • Adobe Lightroom 

  • Adobe Photoshop 

  • Adobe Illustrator

  • Canva 

  • CapCut 

  • Instagram 

  • Preview 

  • Constant Contact 

  • ChatGPT 

VISUAL CONTENT

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