Case Study #6

Summer Campaign

MidSummer Dream

Client:

Stephen Kempson London

Role:

Marketing Strategy

Creative Direction + Deliverables

Content Strategy

Content Creation

Event Activation

CAMPAIGN OBJECTIVES

Maintain in-store sales momentum despite a quieter local market.
Position ready-to-wear and event-focused custom pieces as summer travel essentials.
Transition into storewide summer sale messaging without sacrificing the campaign’s elevated, editorial tone.
Reinforce SKL as a trusted source for seasonal guidance and refined, effortless dressing.
Efficiently leverage Stephen’s travel photography from Italy to bring an authentic, aspirational feel to the campaign.

In peak summer, SKL's audience is traveling or attending events, and their purchases are driven by the memorable experiences they’re preparing for.
European destinations like the Amalfi Coast hold strong aspirational value locally and online, shaping how the audience think about summer style.

Leverage Stephen’s photos and fabric inspiration from southern Italy to visually place SKL products in aspirational travel settings.
Frame SKL as the go-to destination for building your summer travel wardrobe.
Anchor the campaign in the light, fleeting moments of summer travel—relaxed, linen, personal, memory.
Seamlessly transition the campaign into a summer sale narrative, where the dream unexpectedly gets even better.

Tone: Dreamy, elevated, nostalgic, lightly cheeky.
Creative Direction: Cinematic, heartfelt, romantic lens.
Story Themes: Travel, craftsmanship, seasonal dressing, understated luxury, and meaningful summer moments.
Voice: Part style editor, part dinner guest, part daydreamer.

Launched MidSummer Dream with curated editorial visuals followed by product showcases.
Reels series highlighting seasonal products in motion.
Interview series reel with a client sharing her experience with SKL.
Aesthetic build:
- POV reels capturing special moments in Italy.
- Relaxed, social scenes from Stephen’s trip.
- Dreamy views and gatherings to evoke aspirational travel.
Wedding reels featuring couples styled in custom SKL.
“Packing with Stephen” series spotlighting his SKL travel wardrobe, packing tips, and outfit breakdowns.

Seamless transition into storewide sale content (up to 70% off) with campaign-aligned reels, overlays, and graphics.
Sale kicked off with the Westport Sidewalk Sale.
In-store collaboration with Stock Collection (Robert Graham’s latest venture) and local spirits brand Tuck Gin.

Email campaign timed to product drops and event moments.
LinkedIn posts to promote events, sale, and key storytelling moments.
Window signage and in-store visual merchandising reflecting the MidSummer Dream tone and transition into Sale period.
Local PR secured via Westport Downtown Association and feature in community blog 06880.

Trunk Show Brands – Partnered with STOCK Collections (Robert Grahams latest business venture) and local liquor brand Tuck Gin for the Sale kick-off brands for the Gift Event, offering curated products and cross-promotion.
Local PR + Event Partners (Westport Sidewalk Sale) – Collaborated on annual sidewalk sale to increase foot traffic for the sale kick-off and trunk show and connect with the wider Westport retail scene. Also delivered event information to local newsletter and blog writers.
Retail + Sales Team – Delivered seamless in-store experiences, highlighting product, custom options, and SKL’s craftsmanship.
Store Leadership – Aligned campaign messaging and aesthetic with SKL’s brand and bespoke identity across all channels.