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SAKS 5TH AVE

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Conceptualization:

60%

Implementation:

40%

House of Suntory Tour -
Miami Swim Week

Saks Saves Summer

Client:

Saks Saves Summer

Industry:

Retail, Fashion

Type:

Tour, Pop-Up

Location:

Hamptons

KPI:

1.3 million reach

+9.6 million social impressions

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CHALLENGES

How can a retailer stay top-of-mind to its key target when they skip town? Saks 5th Avenue needed to create a relevant presence in the Hamptons which could be leveraged for its wider online audience.

STRATEGY

GRADIENT developed an encompassing platform—Saks Saves Summer—and associated KPIs for the summer-wide campaign. We then created unique insider Hamptons-specific experiences which highlighted how the retailer could address all of a shopper’s summer needs under one roof: from SagTown Coffee Shop with the Marine look, to The Barn in Bridgehampton with a bucolic summer style, and concluding at Navy Beach in Montauk for the ultimate beach babe vibe. The platform, and the activations, captured the Hamptons culture and positioned Saks as clearly in-the-know. Social strategy tied into on-site giveaways ensured strong share-ability and social organic results.