Why Anthropologie is starting its holiday campaigns earlier than ever

While some retail marketers might take a slight pause after Christmas, Anthropologie’s Barbra Sainsurin immediately launched the brand’s next campaign—a Valentine’s Day push, on Dec. 26, earlier than ever. The retailer noticed last year that shoppers were looking at content for the heart-themed holiday in early January, so pulling the campaign into an earlier start made sense, said Sainsurin, who works as global executive director of brand and digital marketing. The campaign included Valentine’s Day products for fashion and home, highlighted on digital channels such as Instagram. “I can’t even describe the type of fervor and consumer response that we’ve seen with that content,” she said, speaking on the latest episode of the Marketer’s Brief podcast. “The success and effectiveness of that campaign is so much so that we feel as though we have enough insights that we can then apply to Mother’s Day.” Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Amazon Music/Audible. This is our RSS feed. Tell a friend! View this post on Instagram A post shared by AnthroLiving (@anthroliving) Anthropologie used a similar approach with its holiday work, which debuted in September, sooner in the year than planned. That’s because Sainsurin and her team noticed customers searching for Christmas trees on Anthropologie’s website back in July. Based on that consumer insight, she knew customers were ready to start holiday shopping in the summer. The retailer ran an immersive holiday house experience in Manhattan that showcased its décor items; loyalty members were invited to attend. “The engagement that we saw not only at the house, but with the content that was captured at that activation was unlike engagement that we typically see with our usual creative content,” she said. “This immersive experience really gives customers the opportunity to connect the dots on how they can take these products and combine them in a way that truly styles their home in ways that are very different from other retailers.” On the podcast, Sainsurin also discusses Anthropologie’s new resort line Celandine, which the retailer introduced earlier this year after finding through a consumer study that its customers plan to increase travel. “They were buying some travel products from us and would appreciate it if they could come to us for all of their travel needs,” Sainsurin said, noting that Anthropologie aims to be a “one-stop travel destination.” The retailer is planning a campaign to advertise the new label that will include connected TV. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today She also discusses Anthropologie’s foray into New York Fashion Week next month and how it is experimenting with podcast ads.

Why Anthropologie is starting its holiday campaigns earlier than ever

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