ScholarShop was an upscale resale boutique established to benefit the Scholarship Foundation of St. Louis, a non-profit providing scholarships to underprivileged students pursuing post-secondary education. In order to boost sales, ScholarShop sought to increase its appeal to a key retail demographic, women ages 18-24. After discovering this audience was highly motivated by treasure hunting – finding exclusive designer items at budget prices – we tapped into a messaging strategy that melded the two ideas into one. The campaign pokes playful fun at the world of fashion by juxtaposing high-end photography with tongue-in-cheek headlines. The takeaway: savvy ScholarShop customers don’t need to sacrifice style to save money.

Using a media mix of outdoor, direct mail, print, email marketing, website and social media, the ScholarShop campaign not only gained a new customer base, but also increased sales 35%.