The Story:

Dune London is a British fashion retailer who sell affordable luxury footwear and accessories , and who recently celebrated their 30th birthday in 2022. The brand currently has 350 stores globally, with the UK, Middle East, Thailand and Malaysia to name a few.

Dune London tasked MAG to achieve growth through new audiences, and to support the brand elevation strategy as they re-positioned them with the loss of concession stores and the planned expansion of own stores.

The Strategy:

The task for this campaign was to take consumer perception of DUNE to be the leading affordable luxury footwear & accessories brand. Ultimately this positioning will decrease price sensitivity, increase consideration and lead to customer and sales growth in the long-term for the client.

Our long-term goals:

• Align with the brand elevation strategy to change audience perception.

• Engage new audiences.

• Sales growth through E-Commerce and Dune’s own stores.

The strategy when planning this campaign was to place Dune London across formats they hadn’t used before - using their previously relied on formats wouldn’t achieve engagement with new audience groups or elevate their brand strategy, thus changing perceptions of the brand. They needed something new and fresh to succeed in these objectives. We executed a plan to introduce them to new audiences through a more expansive media mix on channels that could offer more data for performance analysis and campaign optimisation. 

Extensive audience profiling and media consumption insights were produced to shape media placements. This ultimately provided understanding of how to reach and engage with our identified opportunity audiences and achieve incremental reach.

The use of Video as a key format would be crucial for the campaign to provide storytelling elements to new audiences. Video, as a format, provides a shortcut to an emotive connection, so by using this format throughout the campaign, it allowed us to cut through and engage with new audiences quickly.

Media was selected to reach and engage with our target audience across multiple environments, with an average frequency of six, which is the optimum number of touchpoints to bring new audiences through the entirety of the consumer funnel.