Creating a brand narrative to drive social growth for leading retail destination Kildare Village

Having grown from strength to strength since it’s opening in 2007, Kildare Village was looking to replicate its much loved offline experience across it’s digital channels.

As part of a wider network of retail experiences, part of the challenge for Kildare Village was finding their own voice, without competing with their in house retailers, various audience segments, or sister retailers across Europe.

60%+

Organic growth on IG channels

Maximised Ad Recall

Through bite-size BTS video

As well as this, the company had two long-term objectives, which was to enhance the food & dining experience at Kildare Village, and grow their new audience profiles, particularly from the Asian market. The goal was to be able to demonstrate the international appeal of the Kildare Village experience.

Sister were contracted to build a brand strategy and execute on four sets of in house content. After discussions with the team and access to consumer insights, we decided to focus on 5 things.

“in real life” photography

cross sell accessories in the “feed”

food as a core content pillar

Kildare Village as a backdrop

strategic influencer partnerships

Across three shoots, we primed the Kildare Village social channels with strategic content in line with the brand pillars. We also worked alongside the team to deliver two key influencer partnerships, that created more meaningful online interactions.

BTS content produced featuring “It Girl” Angela Scanlon increased the recall of the offline campaign

Within the first 6 months, Kildare Village had increased their organic Instagram channels by 60%. The framework which was set for Kildare Village has been repeated, expanded and continuously improved, with the core brand pillars remaining the same.

This campaign included digital strategy, creative direction, influencer partnerships and campaign management, To find out more about how Sister can help your brand, click here