Renowned Aussie women’s activewear brand, Lorna Jane empowers women to live a life through Active Living™ and the daily practice of Move, Nourish, Believe. It’s activewear that’s designed to transform the way people think, and more importantly, how they feel about being active.
Already boasting a strong community of loyal brand followers, Lorna Jane was looking for a way to reach new consumers while deepening their engagement with their existing community through giveaways, exclusive offers and sales.
The brand used Brandcrush to book a roadshow of pop-ups across Victoria, bringing their brand to life in four locations: Mernda Junction Shopping Centre, Kingston Village Ocean Grove, Burwood One, and Sunbury Square Shopping Centre across the busy summer period.
These shopping centres not only offered a huge reach with their target audience of 20-to-45-year-old women, but also allowed the opportunity for the brand to bring in their own branded display booths and marketing collateral, activated by the Lorna Jane team themselves.
The pop-up roadshow was highly successful. Through the physical activations, Lorna Jane’s team were able to engage with more than 240,000 of their target consumer in the real world, sharing the brand’s vision, selling and sampling products, and encouraging return purchase through exclusive offers.
Experiential tactics offer an invaluable way to build genuine, real-world connections. By creating a chance to connect with people face-to-face, Lorna Jane’s team were able to share the ethos and values of their brand, inspiring women to join the Lorna Jane community.