Following it rebranding in October 2014, fashion retailer Centrepoint has done a series of campaigns to appeal to its varied target audience; from the usual Autumn winter and Spring/Summer campaigns, to the more niche Movember campaign targeted at young men to the upcoming Mother’s March campaign. According to a press statement, Centrepoint “has announced its pledge towards women in the region during the month of March” through a series contests, discounts and videos throughout out the month.
Commenting on this initiative, Vinod Talreja, director of Centrepoint, says in a press statement, that, “while women make up 70 percentof our customer base we have found that 73 percent of our sales are attributed towards men’s, children’s and home products. So while the woman within the family shops more often at Centrepoint, she is often found shopping for everyone else in her life. Based upon these trends we found it important to celebrate women and put them at the centre of our attention and offerings for an entire month. This is a modest effort on our behalf to encourage everyone to participate in a month long appreciation of women”.
Through a social media campaign, customers will be encouraged to take the pledge and share this pledge towards the special women in their lives across social media through the hashtag #IPledgetoHer. Those who take the pledge stand a chance to win Centrepoint gift vouchers. The first two weeks of this campaign will focus on all women, whereas the second two weeks will focus specifically on mothers as Mother’s Day falls on the 15th of March in the region.
Further expanding upon activations for the month, Talreja adds that: “we hope to make this initiative viral and spread #IPledgetoHer in order to give back to the women who have made an impact on us. We have also created two videos – one for women and one for mothers with the intention of spreading this message further to our fans”. The brand will also tie up with Virgin Radio host Kris Fade from 15-20 March to motivate his fans to take the pledge for Mother’s Day. Fans that take the pledge will also stand a chance to win plane tickets to fly their mothers to Dubai.