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Background

River Island is one of the UK’s largest and most successful privately owned companies. With over 50 years retail experience and around 200 high street stores as well as a growing international franchise operation, River Island is a fashion force to be reckoned with.

Objectives

To increase River Island’s CSR contribution
To raise vital funds for Fashion Targets Breast Cancer
To generate positive PR
To deliver “we are not just a fashion retailer” key message

Campaign

150,000 River Island cardholder customers were targeted with a direct marketing campaign. Freepost recycling envelopes to allow them to return their mobile phones were inserted into bills. This activity was supported by a dedicated webpage giving customer information on the project and also allowed them to request additional Freepost envelopes.

Promotion

Direct mail
Insertion into cardholder bills
Dedicated website

pictured above: River Island Recycling Appeal Freepost envelope