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DENIM ROAD TRIP 2012
CAMPAIGN RECAP
TABLE OF CONTENTS    Click Black Headers to Jump to Section!




 1. OVERVIEW                     3. PRODUCTION                       5. RESULTS
 Concept                                                             Metrics
                                 Permitting      Build Out
 Goal                                                                Denim Feedback
                                 Staffing         Before / After
 Locations                                                           Press Clips
                                 Airstream       Exterior Wrap




2. ACTIVATION                                                         6. NEXT STEPS
Denim Bar        On the Street
                                        4. ON THE ROAD
                                                                      Key Learnings
Braid Bar        Jean Dream             In-Market Recap               Airstream Storage
Photo Tablet     Golden Ticket          In-Market Photos              Back to School / Holiday
                                                                      Campus Program




TH PRODUCTIONS                                                    MADEWELL DENIM ROAD TRIP RECAP / 2
OVERVIEW
                        How it all began ...




TH PRODUCTIONS      MADEWELL DENIM ROAD TRIP RECAP / 3
OVERVIEW



                 Introduction
                 In January, Madewell reached out to TH to concept a mobile tour to
                 promote their denim. TH’s creative development team dove deep into
                 the in’s and out’s of the brand and developed a program that would
                 reach their goals within budget and timeframe.

                 The result was the Madewell Denim Roadtrip - a 13 city tour in a vintage
                 Airstream trailer, outfitted with styling stations, a hair-braiding bar and,
                 of course, lots and lots of jeans (plus a secret denim deal and other
                 surprises).

                 TH worked side by side with Madewell and their digital agency
                 Attention to reach the goals of the tour and make it a huge success.
                 The following recap details how we made it happen, highlights from
                 each stop and the outcome of the tour.




TH PRODUCTIONS                                  MADEWELL DENIM ROAD TRIP RECAP / 4
OVERVIEW



                 Campaign Goals
                 The following goals were identified before the road-trip, TH worked to
                 reach these goals through the activation:

                 •   Raise brand awareness of Madewell through a cross-country Denim
                     Road Trip inside of a 1978 Vintage Airstream

                 •   Bring an authentic in-store Madewell experience to new customers,
                     educating them on all aspects of the Madewell brand – from the rich
                     history to the different denim styles, washes and so much more

                 •   Ipad and tear sheet email capture via sweepstakes entry or mailing
                     list sign-up

                 •   Create positive consumer interaction through contests, give-a-ways,
                     coupons, styling, hair braiding, and head-to-toe photos




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 5
OVERVIEW



                 Location, Location, Location
                 MARKET LOCATIONS AND DATES

                 Thursday, April 12th Astor Place / Union Square New York, NY
                 Saturday, April 14th Harvard Square Boston, MA
                 Sunday, April 15th Harvard Square Boston, MA
                 Tuesday, April 17th GW University: Anniversary Park, Washington, DC
                 Thursday, April 19th The Corner: 300 E. Main Street, Charlottesville, VA
                 Thursday, April 26th Ohio State University: Union Plaza, Columbus, OH
                 Saturday, April 28th Tribune Building Chicago, IL
                 Tuesday, May 1st 513 N. Lake St, State Street and Langdon, Madison, WI
                 Thursday, May 3rd University of Kansas Lawrence, KS
                 Tuesday, May 8th University of Boulder Boulder, CO
                 Friday, May 11th Fashion Valley Mall San Diego, CA
                 Saturday, May 12th Santa Monica Place, Santa Monica, CA
                 Wednesday, May 16th Union Square, San Francisco, CA
                 Saturday, May 19th Westlake Park Seattle, WA




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 6
ACTIVATION
                 THE ELEMENTS THAT BROUGHT THE DENIM PARTY ON WHEELS CONCEPT TO LIFE.




TH PRODUCTIONS                               MADEWELL DENIM ROAD TRIP RECAP / 7
ACTIVATION



                 The Denim Bar
                 The Denim Bar featured five styles
                 of denim with a selection of
                 washes providing enough variety
                 for each person.

                 Excitement filled the airstream
                 while Denim Specialist styled
                 enthusiastic consumers searching
                 for the fit and wash of their
                 dreams!

                 Once the perfect pair had been
                 found, the Denim Specialists
                 topped off the look with a
                 Madewell tank, slouchy chambray,
                 accessories and shoes, creating
                 the ultimate in-store Madewell
                 experience.


TH PRODUCTIONS                                MADEWELL DENIM ROAD TRIP RECAP / 8
ACTIVATION



                 The Braid Bar
                 The Braid Bar menu served up three Madewell Denim inspired looks: the
                 Skinny Skinny, the Rail Straight and the Boyjean.

                 The Braid Bar was a hit and lines formed while ladies eagerly waited to
                 see the inside of the airstream, meet with a Denim Specialist and enter
                 the sweepstakes.




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 9
ACTIVATION



                 Head-To-Toe Photo
                 The Head-to-Toe Photo Activation boasted a hand-painted Madewell
                 logo that captured each smile and offered instant upload to facebook
                 and email.

                 Ladies struck a pose against the branded photo backdrop looking
                 positively stylish in their new Madewell look and shared the pictures
                 with their friends!




TH PRODUCTIONS                                MADEWELL DENIM ROAD TRIP RECAP / 10
ACTIVATION



                 On the Street
                 On the street collateral give-a-ways effortlessly drove traffic to the
                 airstream. Small and larger posters specific to each city, built
                 excitement and made it easy for the Roadtrip Roadies to find the
                 airstream.

                 Women who didn’t have time to stop and shop took home a Madewell
                 Musing style guide, happily provided their email and were directed to
                 Facebook to sign-up for the sweepstakes.

                 The See Something You Like discount included a hip pair of shades in
                 pink or blue and a 15% coupon including free shipping. Consumer did
                 not hesitate to take a pair for themselves and a friend increasing
                 website traffic and online purchases.




TH PRODUCTIONS                                MADEWELL DENIM ROAD TRIP RECAP / 11
ACTIVATION



                 The Jean Dream
                 The Jean Dream created a buzz and a chance for two lucky women to
                 win five years worth of denim!

                 Thousands of consumers entered the sweepstakes which doubled the
                 projected number of entries.

                 Ipad Email Capture was anything but dull. Six Ipads were in play: 2
                 inside the airstream for purchase, 1 at The Braid Bar, and 3 outside the
                 airstream.

                 A greeter ensured that consumers shared a few laughs and learned fun
                 facts about Madewell while they signed up for the Jean Dream and
                 email list.




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 12
ACTIVATION



                 The Golden Ticket
                 Five Golden Tickets were cleverly hidden at each location and could be
                 redeemed for a $100 gift card at the airstream.

                 After checking Twitter for clues, women searched popular local hang
                 outs like coffee shops, cafes, antique stores, bakeries, gift shops and
                 boutiques.

                 The crowd cheered when a grinning winner came to claim their prize,
                 and to top it off the Denim Specialists styled them with the ultimate
                 Madewell look!




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 13
PRE-PARTY
                  BEFORE WE HIT THE ROAD, THERE WAS A LOT TO DO!




TH PRODUCTIONS                     MADEWELL DENIM ROAD TRIP RECAP / 14
PRODUCTION



                 Permitting
                 TH oversaw all logistical elements to secure permits in 13 locations
                 across the country.

                 TH sourced a variety of locations by leveraging relationships with cities
                 and college campuses, obtaining locations with tons of foot traffic and
                 areas populated with the Madewell target consumer.

                 Once in market, TH made sure to scout additional locations in the area
                 in the event that the permitted location was not as heavily trafficked at
                 anticipated. It is because of this due diligence that we reached our
                 target impressions for the tour!




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 15
PRODUCTION



                 Staffing
                 TH staffed the entire program - from expert hair braiders, to
                 enthusiastic street teams and well trained denim specialists - each girl
                 fit the bill as a Madewell girl.

                 Before each market, TH screened each candidate with a video interview
                 and a questionnaire to ensure she fit the look & feel of the Madewell
                 brand.

                 TH revamped the Madewell training documents and created a
                 comprehensive manual that was used to train each staff member on the
                 brand, the products and their roles and responsibilities on-site.




                       CLICK HERE TO VIEW THE TH STAFF MANUAL




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 16
PRODUCTION



                 The Airstream
                 The TH team hunted for the perfect vintage Airstream and, after phone
                 calls and countless site visits, found the "God of Airstreams," a man who
                 deals in vintage models of the distinctive trailers from his California
                 shop.

                 Once the motorhome arrived in New York City, it was gutted and kit
                 out the to make it road ready for the hordes of ladies who will visit over
                 the next few weeks ...

                 Wooden floors adorned with a "Madewell" mural, traditional ticking
                 stripe fabric awnings, vintage knick knacks, three dressing rooms and of
                 course, all the amazing denim that the brand is known for.




TH PRODUCTIONS                                  MADEWELL DENIM ROAD TRIP RECAP / 17
PRODUCTION



                 The Build Out
                 The inside of the airstream was gutted and completely refurbished and
                 designed to replicate the in-store experience of Madewell.

                 The TH team spent tons of time in the store to understand the materials
                 and merchandising sensibility to find the best way to retro-fit elements
                 of the store into the 7’4”W x 27’L interior footprint.

                 It was important to keep in mind the operational flow develop a layout
                 that allowed for maximum consumer interactions without sacrificing the
                 Madewell in-store experience.

                 The layout successfully accommodates three roomy dressing rooms,
                 extensive product displays, built-in wood reclaimed shelves, Madewell
                 props & custom decor as well as a deep denim bar perfect for inventory
                 storage.




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 18
PRODUCTION



                 Custom Elements
                 TH worked closely with the Madewell creative team to ensure special
                 touches were integrated into the design that are unique to the
                 Madewell store experience.

                 These custom elements included wood flooring, denim bar, custom
                 murals, vintage props, ticking stripe fitting room curtains and a
                 specially made awning.




                                    BEFORE & AFTER ON THE NEXT PAGE >>>




TH PRODUCTIONS                               MADEWELL DENIM ROAD TRIP RECAP / 19
PRODUCTION




VINTAGE AIRSTREAM   TH RENDERING   AIRSTREAM PHOTO




VINTAGE AIRSTREAM   TH RENDERING   AIRSTREAM PHOTO



 TH PRODUCTIONS                     MADEWELL DENIM ROAD TRIP RECAP / 20
PRODUCTION



                 It’s a Wrap
                 The icing on the cake?

                 The airstream’s sharp exterior
                 design, complete with a witty
                 rear window call to action!

                 Not to mention the custom
                 awning inspired from the
                 ticking stripe curtain from the
                 interior dressing rooms.




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 21
ON THE ROAD
                 Our favorite moments from each city.




TH PRODUCTIONS                                MADEWELL DENIM ROAD TRIP RECAP / 22
NEW YORK CITY

                 THURSDAY, APRIL 12TH 2012

                 8AM TO 10:30AM, OUTSIDE MADEWELL OFFICE
                 12PM TO 7PM, ASTOR PLACE, SOUTH SIDE OF THE STREET

                 50 DEGREES, SUNNY AND SCATTERED LIGHT RAIN

                 EMAIL CAPTURE: 545
                 FITTING ROOM EXPERIENCE: 55
                 MADEWELL MUSINGS: 1,200
                 HEY NEW YORK FLIER: 800
                 SUNGLASSES: 350

                 90% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 70% HAVE PURCHASED FROM MADEWELL

                 THREE LUCKY WOMEN WON, THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED!

                 ELIZABETH OLSON STOPPED BY!




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 23
NEW YORK CITY




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 24
BOSTON (day one)

                 THURSDAY, APRIL 12TH 2012

                 8AM TO 10:30AM, OUTSIDE MADEWELL OFFICE
                 12PM TO 7PM, ASTOR PLACE, SOUTH SIDE OF THE STREET

                 50 DEGREES, SUNNY AND SCATTERED LIGHT RAIN

                 FITTING ROOM EXPERIENCE: 175
                 HAIR BRAIDING STATION: 235
                 MADEWELL MUSINGS: 550
                 HEY BOSTON FLIER: 800
                 SUNGLASSES: 350

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 25% HAVE PURCHASED FROM MADEWELL BEFORE

                 ALL FIVE TICKETS WERE FOUND, THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED!

                 MOST POPULAR STYLE TRIED ON WAS THE SKINNY ANKLE IN
                 WHITE WASH AND SKINNY SKINNY IN MADEWELL WASH




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 25
• Bounceback Online an Store sales: TDB
                  • Foot Traffic Inside the airstream: 435
                  • FeedBack from Customers and the Jean
                  Specialists:




                                           BOSTON (day two)

                 SUNDAY APRIL 15TH, 2012

                 NOON - 5PM, HARVARD SQUARE
                 WINTHROP AND JFK. NW CORNER: MOUNT AUBURN

                 70 DEGREES, SUNNY AND BEAUTIFUL

                 FITTING ROOM EXPERIENCE: 175
                 HAIR BRAIDING STATION: 235
                 MADEWELL MUSINGS: 550
                 HEY BOSTON FLIER: 800
                 SUNGLASSES: 350

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 25% HAVE PURCHASED FROM MADEWELL BEFORE

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 HARVARD SQUARE WAS FILLED WITH PEOPLE HAVING SUNDAY
                 BRUNCH AND LEISURELY SHOPPING, SO EVERYONE HAD TIME TO
                 STOP FOR THE ULTIMATE DENIM EXPERIENCE!




TH PRODUCTIONS                             MADEWELL DENIM ROAD TRIP RECAP / 26
BOSTON




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 27
WASHINGTON DC

                 TUESDAY APRIL 17TH, 2012

                 GEORGE WASHINGTON UNIVERSITY
                 F STREET, BETWEEN 21ST AND 22ND (ANNIVERSARY PARK)

                 75 DEGREES, SUNNY AND BEAUTIFUL

                 FITTING ROOM EXPERIENCE: 35
                 HAIR BRAIDING STATION: 75
                 MADEWELL MUSINGS: 400
                 HEY DC FLIER: 450
                 SUNGLASSES: 200

                 75% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 10% HAVE PURCHASED FROM MADEWELL BEFORE

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 “I COULD LIVE IN THESE JEANS THEY ARE SO COMFORTABLE!”




TH PRODUCTIONS                              MADEWELL DENIM ROAD TRIP RECAP / 28
CHARLOTTESVILLE, VA

                 THURSDAY, APRIL 19TH 2012

                 11:30AM TO 12:30PM - WATER STREET LOT: 100 E. WATER STREET
                 1:00PM TO 5:30PM - BANK OF AMERICA LOT, 300 E. MAIN STREET

                 68 DEGREES, SUNNY AND SCATTERED LIGHT RAIN

                 FITTING ROOM EXPERIENCE: 50
                 HAIR BRAIDING STATIONS: 45
                 MADEWELL MUSINGS: 525
                 HEY UVA FLIER: 500
                 SUNGLASSES: 175

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 20% HAVE PURCHASED FROM MADEWELL

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 “I’M A UVA STUDENT AND ALL OF MY FRIENDS WOULD LOVE TO
                 HAVE A STORE HERE!”




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 29
CHARLOTTESVILLE, VA




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR            ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE              DENIM PARTY!


 TH PRODUCTIONS                                                   MADEWELL DENIM ROAD TRIP RECAP / 30
OHIO STATE UNIVERSITY

                 THURSDAY, APRIL 26TH 2012

                 11AM - 5PM, OHIO STATE UNIVERSITY
                 OHIO UNION PLAZA

                 55 DEGREES, OVERCAST WITH SCATTERED SHOWERS

                 FITTING ROOM EXPERIENCE: 150
                 HAIR BRAIDING STATIONS: 175
                 MADEWELL MUSINGS: 750
                 HEY OSU FLIER: 500
                 SUNGLASSES: 350

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 30% HAVE PURCHASED FROM MADEWELL

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 STUDENTS WERE EXCITED ABOUT TOUR. MANY SAID THEY WERE
                 GOING TO TWEET ABOUT IT MORE THAN SHARE ON FACEBOOK.




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 31
OHIO STATE UNIVERSITY




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 32
CHICAGO

                 THURSDAY, APRIL 29TH 2012

                 10AM - 4PM
                 TRIBUNE TOWERS, PIONEER PLAZA

                 45 DEGREES, OVERCAST AND WINDY

                 FITTING ROOM EXPERIENCE: 325
                 HAIR BRAIDING STATIONS: 100 (INSIDE AIRSTREAM)
                 MADEWELL MUSINGS: 1,300
                 HEY CHICAGO FLIER: 750
                 SUNGLASSES: 325

                 25% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 10% HAVE PURCHASED FROM MADEWELL

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 ELECTRIC CITRON JEANS WERE A BIG HIT. EVERY OTHER GROUP
                 THAT CAME INTO AIRSTREAM TRIED THEM ON.




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 33
CHICAGO




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 34
MADISON, WISCONSIN

                 TUESDAY, MAY 1, 2012

                 11AM - 5PM
                 513 N. LAKE STREET, BETWEEN STATE STREET AND LANGDON

                 60 DEGREES, MOSTLY OVERCAST

                 FITTING ROOM EXPERIENCE: 215
                 HAIR BRAIDING STATIONS: 125 (INSIDE AIRSTREAM)
                 MADEWELL MUSINGS: 900
                 HEY MADISON FLIER: 400
                 SUNGLASSES: 275

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 30% HAVE PURCHASED FROM MADEWELL

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 A LOT OF PEOPLE HAD HEARD OF MADEWELL BEFORE, BUT NEVER
                 HAD THE OPPORTUNITY TO TRY ANYTHING ON OR SEE THE
                 CLOTHING IN PERSON. THEY LOVED THE DENIM PARTY ON WHEELS!




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 35
MADISON, WISCONSIN




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR             ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE               DENIM PARTY!


 TH PRODUCTIONS                                                    MADEWELL DENIM ROAD TRIP RECAP / 36
KANSAS STATE UNIVERSITY

                   THURSDAY MAY 3, 2012

                   11AM - 5PM
                   1301 JAYHAWK, KU UNION CENTER, ON CAMPUS

                   70 DEGREES, SUNNY

                   FITTING ROOM EXPERIENCE: 125
                   HAIR BRAIDING STATIONS: 100 (INSIDE AIRSTREAM)
                   MADEWELL MUSINGS: 500
                   HEY KANSAS FLIER: 350
                   SUNGLASSES: 200

                   60% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                   20% HAVE PURCHASED FROM MADEWELL

                   ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                   DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                   THE INDIGO TEE WAS A HUGE HIT - THEY LOVED HOW SOFT IT IS!




TH PRODUCTIONS                             MADEWELL DENIM ROAD TRIP RECAP / 37
KANSAS STATE UNIVERSITY




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 38
BOULDER, CO

                 WEDNESDAY MAY 9TH 2012

                 11AM - 5PM
                 2000 COLORADO, BUFFALO PLAZA

                 70 DEGREES, SUNNY

                 FITTING ROOM EXPERIENCE: 75
                 HAIR BRAIDING STATIONS: 50 (INSIDE AIRSTREAM)
                 MADEWELL MUSINGS: 400
                 HEY BOULDER FLIER: 250
                 SUNGLASSES: 200

                 70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 25% HAVE PURCHASED FROM MADEWELL

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 OXFORD SHIRTS, DENIM SHORTS AND TANKS WERE A HUGE HIT!




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 39
BOULDER, CO




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 40
SAN DIEGO

                 FRIDAY MAY 11TH 2012

                 11:30AM - 5PM
                 FASHION VALLEY MALL

                 70 DEGREES, SUNNY

                 FITTING ROOM EXPERIENCE: 100
                 HAIR BRAIDING STATIONS: 75 (INSIDE AIRSTREAM)
                 MADEWELL MUSINGS: 400
                 HEY SAN DIEGO FLIER: 300
                 SUNGLASSES: 225

                 70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 30% HAVE PURCHASED FROM MADEWELL

                 FOUR TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 EVERYONE GUSHED OVER THE BLACK AND WHITE POLKA-DOT
                 PUMPS!




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 41
SAN DIEGO




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 42
LOS ANGELES

                 FRIDAY MAY 11TH 2012

                 NOON - 5PM
                 SANTA MONICA PLACE

                 65 DEGREES, SUNNY

                 FITTING ROOM EXPERIENCE: 125
                 HAIR BRAIDING STATIONS: 80 (INSIDE AIRSTREAM)
                 MADEWELL MUSINGS: 700
                 HEY SANTA MONICA FLIER: 350
                 SUNGLASSES: 300

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 20% HAVE PURCHASED FROM MADEWELL

                 SIX TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 “THE SKINNY SKINNY ANKLE IS PERFECTION!”




TH PRODUCTIONS                           MADEWELL DENIM ROAD TRIP RECAP / 43
LOS ANGELES




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 44
SAN FRANCISCO

                 WEDNESDAY MAY 16TH 2012

                 11AM - 7PM, UNION SQUARE
                 100 GRANT AVE BETWEEN GEARY STREET AND MAIDEN LANE

                 60 DEGREES, OVERCAST

                 FITTING ROOM EXPERIENCE: 200
                 HAIR BRAIDING STATIONS: 150
                 MADEWELL MUSINGS: 600
                 HEY SAN FRAN FLIER: 500
                 SUNGLASSES: 300

                 70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 40% HAVE PURCHASED FROM MADEWELL

                 FOUR TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 “WE LOVE HOW SOFT THE SKINNY SKINNY JEANS ARE!”




TH PRODUCTIONS                          MADEWELL DENIM ROAD TRIP RECAP / 45
SEATTLE

                 SATURDAY MAY 19TH 2012

                 11AM - 5PM
                 WESTLAKE PARK, 401 PINE STREET

                 65 DEGREES, SUNNY

                 FITTING ROOM EXPERIENCE: 115
                 HAIR BRAIDING STATIONS: 175
                 MADEWELL MUSINGS: 400
                 HEY SEATTLE FLIER: 350
                 SUNGLASSES: 275

                 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
                 20% HAVE PURCHASED FROM MADEWELL

                 ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
                 DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.

                 “THESE JEANS ARE MAGIC! THEY LOOK GOOD ON EVERYONE!”




TH PRODUCTIONS                            MADEWELL DENIM ROAD TRIP RECAP / 46
SEATTLE




LOCATION                THE MADEWELL GIRLS     THE BRAID BAR         ON THE STREET




OUTSIDE THE AIRSTREAM   INSIDE THE AIRSTREAM   LOCAL STYLE           DENIM PARTY!


 TH PRODUCTIONS                                                MADEWELL DENIM ROAD TRIP RECAP / 47
RESULTS

TH PRODUCTIONS     MADEWELL DENIM ROAD TRIP RECAP / 48
RESULTS



                 Metrics
                 TH worked with Madewell to develop impression goals to quantify the
                 results of the tour. To track impressions while on the road, TH directed
                 the staff to keep count throughout the day using people clickers.

                 Each staff member recorded their numbers at the end of the day. These
                 numbers were tracked throughout the tour to ensure we met, and
                 exceeded, our goals.

                 We did!




TH PRODUCTIONS                                 MADEWELL DENIM ROAD TRIP RECAP / 49
RESULTS


Estimated Vs. Actual

           VISUAL                INTERACTIONS
   IN MARKET & ON THE ROAD   STREET TEAMS & COLLATERAL    EMAIL CAPTURED                      FULL EXPERIENCE
                                                           iPADS & TEAR SHEETS                   DRESSING ROOM


                                             73,500
                  875,000                                                                                  1,850
                                                                         5,415



                                48,600                                                         1,400
    581,000


                                                           2,800




   ESTIMATED        ACTUAL    ESTIMATED      ACTUAL
                                                         ESTIMATED      ACTUAL               ESTIMATED     ACTUAL




 TH PRODUCTIONS                                                                  MADEWELL DENIM ROAD TRIP RECAP / 50
1 – What are the most common positive comments they hear about the fit of our jeans?
2 – What are the most common negative comments they hear about the fit of our jeans?
                                                                                                                                        DENIM FEEDBACK
3- What are people wanting in jeans that we’re not offering?




DENIM QUOTES                      RAIL STRAIGHT                      BOOTLEGGER                        BOY JEAN                        SKINNY SKINNY                   SKINNY ANKLE

The jeans are too long            I am curvy and think jeans         These are too tight in the        I love that I can wear heels    OMG! These jeans are so soft.   I’m wearing these on my date
                                  make me look bigger than I         thighs and way too wide at        with these                      I feel like I could sleep in    tonight!!
The waist is too small and        am, but this cut is AMAZING!       the bottom                                                        these!
gives muffin top compared to                                                                            These are amazing                                               These are the perfect length
other jeans                       I love this color it makes my      The cut is more like a flare                                       Umm, I look hot in these.
                                  thighs look skinnier               jean than bootcut                 The jeans are too big for       Thanks Madewell.                Wow, I look so skinny these
The denim feels too thick and     (Madewell Wash)                                                      petite customers                                                are like magic
isn’t very soft (Rail Straight)                                      The jeans fit really well in the                                   Wow they are so stretchy,
                                  The color looks too country        hip and thighs                    I wish I had longer legs so I   but they stay up when you       The style is too preppy for
The crotch is not long enough     and doesn’t go with anything                                         could wear these                bend over                       me
                                  I own (Madewell Wash)              These make me look taller,
The cut is versatile enough to                                       I’m in love                       These make me look frumpy       They fit my thighs and legs      My butt looks big in these
wear sandals, heels and tuck      I never wear white jeans, but I                                      and dumpy                       perfectly
into boots                        will wear these everywhere.        The legs are too long and the
                                                                     crotch is too short               I look like a man               The ankle opening is way too
The waistband needs more          I like that they aren’t tight on                                                                     tight its squeezing my ankle
stretch                           my thighs.                         I feel like a cute coy girl in
                                                                     these, but I would never wear                                     These are way too long and
Smaller sizes 20 and 22 for       I don’t like that the stitching    them                                                              look awful with my heels
petite customers                  is a different color. (White
                                  Wash)                              I have major muffin top in                                         The pockets make my butt
Need 28” to 30” in-seam for                                          these                                                             cheeks look long like a mom
shorter customers                 I’m going to wear these to                                                                           butt
                                  work every day they are the
                                  perfect color! (Eastern Wash)                                                                        I wish there was a larger
                                   I love that they don’t have a                                                                       variety of washes
                                  brand name anywhere you
                                  can see it                                                                                           These are so stretchy I feel
                                                                                                                                       like I could yoga in them
                                  I have skinny legs and these
                                  look too baggy on me


     TH PRODUCTIONS                                                                                                                            MADEWELL DENIM ROAD TRIP RECAP / 51
RESULTS
“Madewell has outfitted a vintage Airstream trailer                  “THERE WILL BE EXPERTS ON HAND TO HELP YOU PICK THE MOST
as a mobile denim bar as only the super cool                        FLATTERING PAIR OF JEANS, THERE WILL BE OTHER MERCHANDISE
company could.”                                                     TO COMPLETE YOUR LOOK, AND THERE WILL BE A BRAID BAR TO
                                                                    GET YOUR HAIR DONE.”




Retailers have been trying to shake up brick-and-mortar stores
with more creative spaces such as pop-up shops, specialty stores
and now stores on the go. Madewell's Airstream is rolling into      “This sweet set of wheels comes equipped with a
Santa Monica Place this Saturday, loaded with stylists, discounts
on jeans and a hair-braiding station.
                                                                    styling station, hair-braiding bar, and plenty of
                                                                    chances to get your hands on all the denim goods.”



“Madewell has you covered, enlisting stylists on
board to help you pick the right pair for your                       “SHOPPERS WHO POP BY THE MADEWELL RV IN THEIR CITY CAN
body, as well as additional piece to dress up your                   MEET WITH DENIM STYLISTS TO FIND THEIR IDEAL JEAN AND FIT AS
                                                                     WELL AS THE BEST OUTFIT PAIRINGS.”
denim.”




 TH PRODUCTIONS                                                                                  MADEWELL DENIM ROAD TRIP RECAP / 52
NEXT
                 STEPS

TH PRODUCTIONS    MADEWELL DENIM ROAD TRIP RECAP / 53
Key Learnings.
                       DIGITAL + EXPERIENTIAL
 MONTHLY
             Airstream Storage
 Holiday!              BACK TO SCHOOL!     Campus Ambassadors.




TH PRODUCTIONS                    MADEWELL DENIM ROAD TRIP RECAP / 54
TH PRODUCTIONS   MADEWELL DENIM ROAD TRIP RECAP / 55
THANK YOU!




TH PRODUCTIONS                MADEWELL DENIM ROAD TRIP RECAP / 56

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Denim Road Trip Recap

  • 1. DENIM ROAD TRIP 2012 CAMPAIGN RECAP
  • 2. TABLE OF CONTENTS Click Black Headers to Jump to Section! 1. OVERVIEW 3. PRODUCTION 5. RESULTS Concept Metrics Permitting Build Out Goal Denim Feedback Staffing Before / After Locations Press Clips Airstream Exterior Wrap 2. ACTIVATION 6. NEXT STEPS Denim Bar On the Street 4. ON THE ROAD Key Learnings Braid Bar Jean Dream In-Market Recap Airstream Storage Photo Tablet Golden Ticket In-Market Photos Back to School / Holiday Campus Program TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 2
  • 3. OVERVIEW How it all began ... TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 3
  • 4. OVERVIEW Introduction In January, Madewell reached out to TH to concept a mobile tour to promote their denim. TH’s creative development team dove deep into the in’s and out’s of the brand and developed a program that would reach their goals within budget and timeframe. The result was the Madewell Denim Roadtrip - a 13 city tour in a vintage Airstream trailer, outfitted with styling stations, a hair-braiding bar and, of course, lots and lots of jeans (plus a secret denim deal and other surprises). TH worked side by side with Madewell and their digital agency Attention to reach the goals of the tour and make it a huge success. The following recap details how we made it happen, highlights from each stop and the outcome of the tour. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 4
  • 5. OVERVIEW Campaign Goals The following goals were identified before the road-trip, TH worked to reach these goals through the activation: • Raise brand awareness of Madewell through a cross-country Denim Road Trip inside of a 1978 Vintage Airstream • Bring an authentic in-store Madewell experience to new customers, educating them on all aspects of the Madewell brand – from the rich history to the different denim styles, washes and so much more • Ipad and tear sheet email capture via sweepstakes entry or mailing list sign-up • Create positive consumer interaction through contests, give-a-ways, coupons, styling, hair braiding, and head-to-toe photos TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 5
  • 6. OVERVIEW Location, Location, Location MARKET LOCATIONS AND DATES Thursday, April 12th Astor Place / Union Square New York, NY Saturday, April 14th Harvard Square Boston, MA Sunday, April 15th Harvard Square Boston, MA Tuesday, April 17th GW University: Anniversary Park, Washington, DC Thursday, April 19th The Corner: 300 E. Main Street, Charlottesville, VA Thursday, April 26th Ohio State University: Union Plaza, Columbus, OH Saturday, April 28th Tribune Building Chicago, IL Tuesday, May 1st 513 N. Lake St, State Street and Langdon, Madison, WI Thursday, May 3rd University of Kansas Lawrence, KS Tuesday, May 8th University of Boulder Boulder, CO Friday, May 11th Fashion Valley Mall San Diego, CA Saturday, May 12th Santa Monica Place, Santa Monica, CA Wednesday, May 16th Union Square, San Francisco, CA Saturday, May 19th Westlake Park Seattle, WA TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 6
  • 7. ACTIVATION THE ELEMENTS THAT BROUGHT THE DENIM PARTY ON WHEELS CONCEPT TO LIFE. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 7
  • 8. ACTIVATION The Denim Bar The Denim Bar featured five styles of denim with a selection of washes providing enough variety for each person. Excitement filled the airstream while Denim Specialist styled enthusiastic consumers searching for the fit and wash of their dreams! Once the perfect pair had been found, the Denim Specialists topped off the look with a Madewell tank, slouchy chambray, accessories and shoes, creating the ultimate in-store Madewell experience. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 8
  • 9. ACTIVATION The Braid Bar The Braid Bar menu served up three Madewell Denim inspired looks: the Skinny Skinny, the Rail Straight and the Boyjean. The Braid Bar was a hit and lines formed while ladies eagerly waited to see the inside of the airstream, meet with a Denim Specialist and enter the sweepstakes. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 9
  • 10. ACTIVATION Head-To-Toe Photo The Head-to-Toe Photo Activation boasted a hand-painted Madewell logo that captured each smile and offered instant upload to facebook and email. Ladies struck a pose against the branded photo backdrop looking positively stylish in their new Madewell look and shared the pictures with their friends! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 10
  • 11. ACTIVATION On the Street On the street collateral give-a-ways effortlessly drove traffic to the airstream. Small and larger posters specific to each city, built excitement and made it easy for the Roadtrip Roadies to find the airstream. Women who didn’t have time to stop and shop took home a Madewell Musing style guide, happily provided their email and were directed to Facebook to sign-up for the sweepstakes. The See Something You Like discount included a hip pair of shades in pink or blue and a 15% coupon including free shipping. Consumer did not hesitate to take a pair for themselves and a friend increasing website traffic and online purchases. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 11
  • 12. ACTIVATION The Jean Dream The Jean Dream created a buzz and a chance for two lucky women to win five years worth of denim! Thousands of consumers entered the sweepstakes which doubled the projected number of entries. Ipad Email Capture was anything but dull. Six Ipads were in play: 2 inside the airstream for purchase, 1 at The Braid Bar, and 3 outside the airstream. A greeter ensured that consumers shared a few laughs and learned fun facts about Madewell while they signed up for the Jean Dream and email list. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 12
  • 13. ACTIVATION The Golden Ticket Five Golden Tickets were cleverly hidden at each location and could be redeemed for a $100 gift card at the airstream. After checking Twitter for clues, women searched popular local hang outs like coffee shops, cafes, antique stores, bakeries, gift shops and boutiques. The crowd cheered when a grinning winner came to claim their prize, and to top it off the Denim Specialists styled them with the ultimate Madewell look! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 13
  • 14. PRE-PARTY BEFORE WE HIT THE ROAD, THERE WAS A LOT TO DO! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 14
  • 15. PRODUCTION Permitting TH oversaw all logistical elements to secure permits in 13 locations across the country. TH sourced a variety of locations by leveraging relationships with cities and college campuses, obtaining locations with tons of foot traffic and areas populated with the Madewell target consumer. Once in market, TH made sure to scout additional locations in the area in the event that the permitted location was not as heavily trafficked at anticipated. It is because of this due diligence that we reached our target impressions for the tour! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 15
  • 16. PRODUCTION Staffing TH staffed the entire program - from expert hair braiders, to enthusiastic street teams and well trained denim specialists - each girl fit the bill as a Madewell girl. Before each market, TH screened each candidate with a video interview and a questionnaire to ensure she fit the look & feel of the Madewell brand. TH revamped the Madewell training documents and created a comprehensive manual that was used to train each staff member on the brand, the products and their roles and responsibilities on-site. CLICK HERE TO VIEW THE TH STAFF MANUAL TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 16
  • 17. PRODUCTION The Airstream The TH team hunted for the perfect vintage Airstream and, after phone calls and countless site visits, found the "God of Airstreams," a man who deals in vintage models of the distinctive trailers from his California shop. Once the motorhome arrived in New York City, it was gutted and kit out the to make it road ready for the hordes of ladies who will visit over the next few weeks ... Wooden floors adorned with a "Madewell" mural, traditional ticking stripe fabric awnings, vintage knick knacks, three dressing rooms and of course, all the amazing denim that the brand is known for. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 17
  • 18. PRODUCTION The Build Out The inside of the airstream was gutted and completely refurbished and designed to replicate the in-store experience of Madewell. The TH team spent tons of time in the store to understand the materials and merchandising sensibility to find the best way to retro-fit elements of the store into the 7’4”W x 27’L interior footprint. It was important to keep in mind the operational flow develop a layout that allowed for maximum consumer interactions without sacrificing the Madewell in-store experience. The layout successfully accommodates three roomy dressing rooms, extensive product displays, built-in wood reclaimed shelves, Madewell props & custom decor as well as a deep denim bar perfect for inventory storage. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 18
  • 19. PRODUCTION Custom Elements TH worked closely with the Madewell creative team to ensure special touches were integrated into the design that are unique to the Madewell store experience. These custom elements included wood flooring, denim bar, custom murals, vintage props, ticking stripe fitting room curtains and a specially made awning. BEFORE & AFTER ON THE NEXT PAGE >>> TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 19
  • 20. PRODUCTION VINTAGE AIRSTREAM TH RENDERING AIRSTREAM PHOTO VINTAGE AIRSTREAM TH RENDERING AIRSTREAM PHOTO TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 20
  • 21. PRODUCTION It’s a Wrap The icing on the cake? The airstream’s sharp exterior design, complete with a witty rear window call to action! Not to mention the custom awning inspired from the ticking stripe curtain from the interior dressing rooms. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 21
  • 22. ON THE ROAD Our favorite moments from each city. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 22
  • 23. NEW YORK CITY THURSDAY, APRIL 12TH 2012 8AM TO 10:30AM, OUTSIDE MADEWELL OFFICE 12PM TO 7PM, ASTOR PLACE, SOUTH SIDE OF THE STREET 50 DEGREES, SUNNY AND SCATTERED LIGHT RAIN EMAIL CAPTURE: 545 FITTING ROOM EXPERIENCE: 55 MADEWELL MUSINGS: 1,200 HEY NEW YORK FLIER: 800 SUNGLASSES: 350 90% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 70% HAVE PURCHASED FROM MADEWELL THREE LUCKY WOMEN WON, THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED! ELIZABETH OLSON STOPPED BY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 23
  • 24. NEW YORK CITY LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 24
  • 25. BOSTON (day one) THURSDAY, APRIL 12TH 2012 8AM TO 10:30AM, OUTSIDE MADEWELL OFFICE 12PM TO 7PM, ASTOR PLACE, SOUTH SIDE OF THE STREET 50 DEGREES, SUNNY AND SCATTERED LIGHT RAIN FITTING ROOM EXPERIENCE: 175 HAIR BRAIDING STATION: 235 MADEWELL MUSINGS: 550 HEY BOSTON FLIER: 800 SUNGLASSES: 350 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 25% HAVE PURCHASED FROM MADEWELL BEFORE ALL FIVE TICKETS WERE FOUND, THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED! MOST POPULAR STYLE TRIED ON WAS THE SKINNY ANKLE IN WHITE WASH AND SKINNY SKINNY IN MADEWELL WASH TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 25
  • 26. • Bounceback Online an Store sales: TDB • Foot Traffic Inside the airstream: 435 • FeedBack from Customers and the Jean Specialists: BOSTON (day two) SUNDAY APRIL 15TH, 2012 NOON - 5PM, HARVARD SQUARE WINTHROP AND JFK. NW CORNER: MOUNT AUBURN 70 DEGREES, SUNNY AND BEAUTIFUL FITTING ROOM EXPERIENCE: 175 HAIR BRAIDING STATION: 235 MADEWELL MUSINGS: 550 HEY BOSTON FLIER: 800 SUNGLASSES: 350 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 25% HAVE PURCHASED FROM MADEWELL BEFORE ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. HARVARD SQUARE WAS FILLED WITH PEOPLE HAVING SUNDAY BRUNCH AND LEISURELY SHOPPING, SO EVERYONE HAD TIME TO STOP FOR THE ULTIMATE DENIM EXPERIENCE! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 26
  • 27. BOSTON LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 27
  • 28. WASHINGTON DC TUESDAY APRIL 17TH, 2012 GEORGE WASHINGTON UNIVERSITY F STREET, BETWEEN 21ST AND 22ND (ANNIVERSARY PARK) 75 DEGREES, SUNNY AND BEAUTIFUL FITTING ROOM EXPERIENCE: 35 HAIR BRAIDING STATION: 75 MADEWELL MUSINGS: 400 HEY DC FLIER: 450 SUNGLASSES: 200 75% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 10% HAVE PURCHASED FROM MADEWELL BEFORE ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. “I COULD LIVE IN THESE JEANS THEY ARE SO COMFORTABLE!” TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 28
  • 29. CHARLOTTESVILLE, VA THURSDAY, APRIL 19TH 2012 11:30AM TO 12:30PM - WATER STREET LOT: 100 E. WATER STREET 1:00PM TO 5:30PM - BANK OF AMERICA LOT, 300 E. MAIN STREET 68 DEGREES, SUNNY AND SCATTERED LIGHT RAIN FITTING ROOM EXPERIENCE: 50 HAIR BRAIDING STATIONS: 45 MADEWELL MUSINGS: 525 HEY UVA FLIER: 500 SUNGLASSES: 175 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 20% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. “I’M A UVA STUDENT AND ALL OF MY FRIENDS WOULD LOVE TO HAVE A STORE HERE!” TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 29
  • 30. CHARLOTTESVILLE, VA LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 30
  • 31. OHIO STATE UNIVERSITY THURSDAY, APRIL 26TH 2012 11AM - 5PM, OHIO STATE UNIVERSITY OHIO UNION PLAZA 55 DEGREES, OVERCAST WITH SCATTERED SHOWERS FITTING ROOM EXPERIENCE: 150 HAIR BRAIDING STATIONS: 175 MADEWELL MUSINGS: 750 HEY OSU FLIER: 500 SUNGLASSES: 350 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 30% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. STUDENTS WERE EXCITED ABOUT TOUR. MANY SAID THEY WERE GOING TO TWEET ABOUT IT MORE THAN SHARE ON FACEBOOK. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 31
  • 32. OHIO STATE UNIVERSITY LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 32
  • 33. CHICAGO THURSDAY, APRIL 29TH 2012 10AM - 4PM TRIBUNE TOWERS, PIONEER PLAZA 45 DEGREES, OVERCAST AND WINDY FITTING ROOM EXPERIENCE: 325 HAIR BRAIDING STATIONS: 100 (INSIDE AIRSTREAM) MADEWELL MUSINGS: 1,300 HEY CHICAGO FLIER: 750 SUNGLASSES: 325 25% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 10% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. ELECTRIC CITRON JEANS WERE A BIG HIT. EVERY OTHER GROUP THAT CAME INTO AIRSTREAM TRIED THEM ON. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 33
  • 34. CHICAGO LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 34
  • 35. MADISON, WISCONSIN TUESDAY, MAY 1, 2012 11AM - 5PM 513 N. LAKE STREET, BETWEEN STATE STREET AND LANGDON 60 DEGREES, MOSTLY OVERCAST FITTING ROOM EXPERIENCE: 215 HAIR BRAIDING STATIONS: 125 (INSIDE AIRSTREAM) MADEWELL MUSINGS: 900 HEY MADISON FLIER: 400 SUNGLASSES: 275 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 30% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. A LOT OF PEOPLE HAD HEARD OF MADEWELL BEFORE, BUT NEVER HAD THE OPPORTUNITY TO TRY ANYTHING ON OR SEE THE CLOTHING IN PERSON. THEY LOVED THE DENIM PARTY ON WHEELS! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 35
  • 36. MADISON, WISCONSIN LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 36
  • 37. KANSAS STATE UNIVERSITY THURSDAY MAY 3, 2012 11AM - 5PM 1301 JAYHAWK, KU UNION CENTER, ON CAMPUS 70 DEGREES, SUNNY FITTING ROOM EXPERIENCE: 125 HAIR BRAIDING STATIONS: 100 (INSIDE AIRSTREAM) MADEWELL MUSINGS: 500 HEY KANSAS FLIER: 350 SUNGLASSES: 200 60% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 20% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. THE INDIGO TEE WAS A HUGE HIT - THEY LOVED HOW SOFT IT IS! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 37
  • 38. KANSAS STATE UNIVERSITY LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 38
  • 39. BOULDER, CO WEDNESDAY MAY 9TH 2012 11AM - 5PM 2000 COLORADO, BUFFALO PLAZA 70 DEGREES, SUNNY FITTING ROOM EXPERIENCE: 75 HAIR BRAIDING STATIONS: 50 (INSIDE AIRSTREAM) MADEWELL MUSINGS: 400 HEY BOULDER FLIER: 250 SUNGLASSES: 200 70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 25% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. OXFORD SHIRTS, DENIM SHORTS AND TANKS WERE A HUGE HIT! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 39
  • 40. BOULDER, CO LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 40
  • 41. SAN DIEGO FRIDAY MAY 11TH 2012 11:30AM - 5PM FASHION VALLEY MALL 70 DEGREES, SUNNY FITTING ROOM EXPERIENCE: 100 HAIR BRAIDING STATIONS: 75 (INSIDE AIRSTREAM) MADEWELL MUSINGS: 400 HEY SAN DIEGO FLIER: 300 SUNGLASSES: 225 70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 30% HAVE PURCHASED FROM MADEWELL FOUR TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. EVERYONE GUSHED OVER THE BLACK AND WHITE POLKA-DOT PUMPS! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 41
  • 42. SAN DIEGO LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 42
  • 43. LOS ANGELES FRIDAY MAY 11TH 2012 NOON - 5PM SANTA MONICA PLACE 65 DEGREES, SUNNY FITTING ROOM EXPERIENCE: 125 HAIR BRAIDING STATIONS: 80 (INSIDE AIRSTREAM) MADEWELL MUSINGS: 700 HEY SANTA MONICA FLIER: 350 SUNGLASSES: 300 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 20% HAVE PURCHASED FROM MADEWELL SIX TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. “THE SKINNY SKINNY ANKLE IS PERFECTION!” TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 43
  • 44. LOS ANGELES LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 44
  • 45. SAN FRANCISCO WEDNESDAY MAY 16TH 2012 11AM - 7PM, UNION SQUARE 100 GRANT AVE BETWEEN GEARY STREET AND MAIDEN LANE 60 DEGREES, OVERCAST FITTING ROOM EXPERIENCE: 200 HAIR BRAIDING STATIONS: 150 MADEWELL MUSINGS: 600 HEY SAN FRAN FLIER: 500 SUNGLASSES: 300 70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 40% HAVE PURCHASED FROM MADEWELL FOUR TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. “WE LOVE HOW SOFT THE SKINNY SKINNY JEANS ARE!” TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 45
  • 46. SEATTLE SATURDAY MAY 19TH 2012 11AM - 5PM WESTLAKE PARK, 401 PINE STREET 65 DEGREES, SUNNY FITTING ROOM EXPERIENCE: 115 HAIR BRAIDING STATIONS: 175 MADEWELL MUSINGS: 400 HEY SEATTLE FLIER: 350 SUNGLASSES: 275 40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND 20% HAVE PURCHASED FROM MADEWELL ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED. “THESE JEANS ARE MAGIC! THEY LOOK GOOD ON EVERYONE!” TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 46
  • 47. SEATTLE LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 47
  • 48. RESULTS TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 48
  • 49. RESULTS Metrics TH worked with Madewell to develop impression goals to quantify the results of the tour. To track impressions while on the road, TH directed the staff to keep count throughout the day using people clickers. Each staff member recorded their numbers at the end of the day. These numbers were tracked throughout the tour to ensure we met, and exceeded, our goals. We did! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 49
  • 50. RESULTS Estimated Vs. Actual VISUAL INTERACTIONS IN MARKET & ON THE ROAD STREET TEAMS & COLLATERAL EMAIL CAPTURED FULL EXPERIENCE iPADS & TEAR SHEETS DRESSING ROOM 73,500 875,000 1,850 5,415 48,600 1,400 581,000 2,800 ESTIMATED ACTUAL ESTIMATED ACTUAL ESTIMATED ACTUAL ESTIMATED ACTUAL TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 50
  • 51. 1 – What are the most common positive comments they hear about the fit of our jeans? 2 – What are the most common negative comments they hear about the fit of our jeans? DENIM FEEDBACK 3- What are people wanting in jeans that we’re not offering? DENIM QUOTES RAIL STRAIGHT BOOTLEGGER BOY JEAN SKINNY SKINNY SKINNY ANKLE The jeans are too long I am curvy and think jeans These are too tight in the I love that I can wear heels OMG! These jeans are so soft. I’m wearing these on my date make me look bigger than I thighs and way too wide at with these I feel like I could sleep in tonight!! The waist is too small and am, but this cut is AMAZING! the bottom these! gives muffin top compared to These are amazing These are the perfect length other jeans I love this color it makes my The cut is more like a flare Umm, I look hot in these. thighs look skinnier jean than bootcut The jeans are too big for Thanks Madewell. Wow, I look so skinny these The denim feels too thick and (Madewell Wash) petite customers are like magic isn’t very soft (Rail Straight) The jeans fit really well in the Wow they are so stretchy, The color looks too country hip and thighs I wish I had longer legs so I but they stay up when you The style is too preppy for The crotch is not long enough and doesn’t go with anything could wear these bend over me I own (Madewell Wash) These make me look taller, The cut is versatile enough to I’m in love These make me look frumpy They fit my thighs and legs My butt looks big in these wear sandals, heels and tuck I never wear white jeans, but I and dumpy perfectly into boots will wear these everywhere. The legs are too long and the crotch is too short I look like a man The ankle opening is way too The waistband needs more I like that they aren’t tight on tight its squeezing my ankle stretch my thighs. I feel like a cute coy girl in these, but I would never wear These are way too long and Smaller sizes 20 and 22 for I don’t like that the stitching them look awful with my heels petite customers is a different color. (White Wash) I have major muffin top in The pockets make my butt Need 28” to 30” in-seam for these cheeks look long like a mom shorter customers I’m going to wear these to butt work every day they are the perfect color! (Eastern Wash) I wish there was a larger I love that they don’t have a variety of washes brand name anywhere you can see it These are so stretchy I feel like I could yoga in them I have skinny legs and these look too baggy on me TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 51
  • 52. RESULTS “Madewell has outfitted a vintage Airstream trailer “THERE WILL BE EXPERTS ON HAND TO HELP YOU PICK THE MOST as a mobile denim bar as only the super cool FLATTERING PAIR OF JEANS, THERE WILL BE OTHER MERCHANDISE company could.” TO COMPLETE YOUR LOOK, AND THERE WILL BE A BRAID BAR TO GET YOUR HAIR DONE.” Retailers have been trying to shake up brick-and-mortar stores with more creative spaces such as pop-up shops, specialty stores and now stores on the go. Madewell's Airstream is rolling into “This sweet set of wheels comes equipped with a Santa Monica Place this Saturday, loaded with stylists, discounts on jeans and a hair-braiding station. styling station, hair-braiding bar, and plenty of chances to get your hands on all the denim goods.” “Madewell has you covered, enlisting stylists on board to help you pick the right pair for your “SHOPPERS WHO POP BY THE MADEWELL RV IN THEIR CITY CAN body, as well as additional piece to dress up your MEET WITH DENIM STYLISTS TO FIND THEIR IDEAL JEAN AND FIT AS WELL AS THE BEST OUTFIT PAIRINGS.” denim.” TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 52
  • 53. NEXT STEPS TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 53
  • 54. Key Learnings. DIGITAL + EXPERIENTIAL MONTHLY Airstream Storage Holiday! BACK TO SCHOOL! Campus Ambassadors. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 54
  • 55. TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 55
  • 56. THANK YOU! TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 56