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Why Good Stores Don't Sell A Thing

A content campaign to drive new business and mark authority for one of retail's biggest innovators. 
Kevin Gill, Start's UK CEO, is a leader in his field. Having revolutionised the way brands like adidas and Sephora engage with people in stores, Kevin looked to re-educate the industry on what retail's purpose would be in the future. In a year-long content campaign, we brought Kevin's expertise back to the forefront, stamping his mark as an industry leader across multiple channels – ebooks, webinars, blog posts, speaker opportunities and PR – reengaging past clients and attracting new ones.
Kevin's ebook Why Good Stores Don't Sell A Thing received over 400 downloads from key stakeholders at Tier One brands, including Virgin, Swarovski, Farfetch and Arcadia Group. His unique insight formed the basis of Start's first webinar, which my team scripted and produced, and attracted attentions from The Telegraph, who asked that Start be part of its Future of Retail series (video below). The interview received 1,741,046 impressions and 776 views with an average engagement time of 3:53 minutes.The entire campaign was a huge success in positioning Kevin as one of retail's most informed influencers, and testament to the power of multichannel content campaigns for targeted lead generation.


Rachel O'Rourke

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  • Content & Digital Marketer, Copywriter, Brand Manager

Project Tags

  • Content
  • strategy
  • content strategy
  • Digital Marketing
  • PR
  • Retail
  • creative agency
  • design
  • b2b
  • content curation

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