Littlewoods Ireland

Littlewoods case study


Each season Littlewoods Ireland, Ireland’s leading online department store, previews the new season collection in the form of an evening social event. We were challenged with enhancing and invigorating the event, whilst bringing a fresh approach with a strong digital focus, to attract more influential fashion bloggers and secure strong news and feature media coverage.


In order to appeal to media and bloggers alike, we secured the Irish Georgian Society, an unknown venue in the heart of the city’s creative quarter with exposed interior walls to fit with our ‘Industrial’ event theme. To breathe new life into the event, we worked with well known stylist Tanya Grimson to showcase the collection as well as hosting a live fashion show – a first for the brand. During the day, backstage pictures were tweeted to build excitement and anticipation, and traditional PR tactics included a photocall with models showcasing the new season’s looks, preview of the show with Xposé on TV3, and interviews with the face of the brand, Caroline Morahan with print, magazines and online outlets.

With a specific focus on shareable content, we had an InstaFrame created with our hashtags and social media details for guests to take virtual polaroids and share, driving conversation and engagement around the event. More extensive catwalk footage was projected onto the walls accompanied by live music from the event, and the recruitment of blogger reporters hosting competitions for #BestTweet, #BestStyle, all adding to online engagement. As well as free Wi-Fi and a live Twitter feed highlighting conversations, there was also a social media corner where guests could log on and interact while accessories and product was displayed in the room for ease of access.


Online and blogger attendance increased by 60% on previous years resulting in extremely strong online coverage, complemented by the Xposé feature , and 19 traditional print media hits. Littlewoods Ireland and #LittlewoodsIrlAW14 were also trending in Dublin and Ireland on the night of the event.