In 2022, Jo Malone London (JML) needed to extend their brand awareness in the gifting and retail category in the UK and maintain growth. Alongside this, they would be opening their second store in the UK in the exciting new retail development within Battersea Power Station (BPS). This would be opening in October 2022, shortly after, Glide, London’s newest ice rink, would launch. JML utilised the presenting partner opportunity at Glide as their first ever sponsorship activity, to achieve a number of objectives. 1. They sought out to ‘own’ Christmas in their category and bring to life their Christmas campaign, 2. Drive footfall to their new store, 3. generate EMV and 4. reach a new young consumer.
As the presenting partner, JML were included in the lock up logo which was used across the entire ATL and BTL marketing campaign for Glide and the Snow Day campaign was integrated into the full on site customer journey. JML had a giant gift box pop up store offering their Christmas product range and personalisation services. They also hosted a private influencer event at the experience.
JML achieved 22K footfall to the store, their highest EMV to date of £1.65M, and recruited 32k new consumers to their database. The post event survey showed that Glide attendees were 1.93 times more likely to consider JML after seeing the brand at Glide. The partnership was a key success of Christmas. JML’s objective for 2023 has been to continue the momentum and cement the brand USP.
