Dive Brief:
- Urban Outfitters today (Oct. 24) launched a social-focused holiday campaign entitled “Happy LOLidays,” according to details shared with Marketing Dive.
- Key to the campaign is “UO Carol,” a musical video spot that will run on the brand’s social media channels and feature its first holiday carol made with popular TikTok personality Lubalin. The effort, meant to position the retailer as a hub for stress-free gifting, also includes a dance challenge.
- The campaign additionally leverages digital and retail components, including the transformation of Urban Outfitters’ stores and website. The retailer’s “LOLiday Gift Guides” help round out the effort with trending and budget-friendly gift recommendations.
Dive Insight:
Urban Outfitters is approaching the critical Q4 sales period with a social-focused campaign and holiday jingle. The effort is intended to help curb seasonal woes as consumers continue to focus on affordability. Retail sales for the holidays are forecast to increase between 2.3% and 3.3% this year, representing a slowdown from the year prior, according to Deloitte.
Central to the campaign is “UO Carol.” The musical video, directed by Laurence “Baz” Morais, will span the brand’s own social media channels and features a tune by TikToker Lubalin. A dance challenge choreographed by Lars Gummer accompanies the effort. Leading in the video are collectible characters like Kewpie and Calico Critters, while animated products like Owala and Fujifilm also make an appearance. Additional brand staples, including the Urban Outfitters logo, are also featured.
Urban Outfitters teamed with creative agencies 1stAve Machine and Les Enfants for “UO Carol.” The holiday campaign is intended to mix fun with affordability in addition to meeting Urban Outfitter’s target audiences where they naturally engage, said Cyntia Leo, head of brand marketing at Urban Outfitters, in release details. The retailer’s key demographic is young adults aged 18 to 28.
“We’re shaking up the holiday season experience by tapping into the pulse of culture and trends, cutting through the noise in a crowded media and retail landscape and delivering exactly what our customers are asking for this season — removing the stress out of the holidays and bringing back the fun, joy, and the classics with the best gifts at the right price — plus, that unbeatable feeling of finding the perfect gift,” Leo said.
Along with the social presence, the campaign will see Urban Outfitters’ stores and website transformed into a “holiday playground,” per release details. Additionally, “LOLiday Gift Guides” will showcase budget-friendly, viral products for gifting across categories like “Gifts for your Situationship” and “Gifts that are Mid(priced).”
Urban Outfitters has honed a focus on affordability beyond its latest campaign. The retailer earlier this month promoted new price drops with a green banner at the top of its website that read: “We heard you. We were a lot. We’re lowering prices on over a hundred of your favorite styles.” Comparable retail segment net sales decreased by 9.3% for Urban Outfitters in Q2, per an earnings statement.
Urban Outfitters joins others who are getting into the holiday spirit. True Religion this week announced that Grammy Award-winning artist Megan Thee Stallion will be featured in its holiday campaign, “Where Holiday Wishes Come True.” Walmart and JCPenney have also offered glimpses into their seasonal marketing strategies.
