Holt Renfrew: Unwrap The Joy

Mia Gabriel, Sameena Ibrahim, Alessia Grosso

Holt Renfrew, a luxury fashion and beauty retailer, developed the Joy Index to identify which channels and platforms needed to be prioritised for its campaign in Canada, drive overall consideration, while connecting to joy, and get millennials and Gen Z to see the brand as a joyful destination for the holiday season.

Campaign details

Brand: Holt Renfrew Brand owner: Holt Renfrew Entrant company: Havas MediaIdea creation: Havas Media Toronto Market: Canada Sector: Luxury retail Media channels: Outdoor, Out-of-home, Online video, Websites & microsites, Online displayBudget: Up to 500k

Executive summary

Holt Renfrew, a Canadian luxury fashion and beauty retailer, identified a key challenge when it came to their brand positioning – studies indicated that Holt Renfrew was less well-positioned than competitors as a brand that incites joy, which is a key attribute for brand desire....

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