5 Days of choo

Challenge

Drive awareness of the Jimmy Choo product range and ignite brand desire in the lead-up to the festive season.

Solution

To achieve this, Jimmy Choo designed an elevated gifting campaign that highlighted key gifting categories such as the Showstopping Sandal, Day Bag, Embellished Slipper, Evening Clutch, and Wardrobe Staple Boot. These gifts were tailored to the individual tastes of 75 exclusive recipients worldwide, maintaining a sense of rarity and exclusivity. Each gift was presented in handmade packaging, featuring dedicated numbered slots and adorned with an oversized bow to evoke the joy of receiving a thoughtfully curated gift, elevating the experience above the overwhelming holiday messaging.

Outcome

The campaign exceeded all expectations and went viral. The recipients were so impressed with the gifts that they created dedicated content around the unboxing and the reveal. An unprecedented 99% of the recipients posted about the gift organically on their channels, with many continuing to create content daily due to overwhelming audience interest and feedback. Content creator Victoria Magrath alone generated 26 million views on her TikTok content. Organic user-generated content flourished within the talent's communities, with audiences creating their own reviews of the activation. Consequently, the brand received a surge of requests to purchase the PR gift and had numerous VIPs trying to secure a spot on the exclusive send-out list.