Geometry Global UK launch integrated Royal British Legion campaign

In the lead up to Remembrance Day 2016, Geometry Global UK has launched a national campaign to drive relevance and awareness of The Royal British Legion’s Poppy Shop, the official online charity and gift shop.

The work also aimed to broaden audience appeal through a new range of quality, contemporary merchandise from jewelry and sportswear, through to retro style speakers and scented candles.

The Poppy Shop’s website [] saw a make-over, with a fresher design and simpler navigation focused on the shopper.  The integrated campaign also comprised print, digital and pop-up shops.

Comments John Norton, Head of Retail Trading at The Royal British Legion: “Following the success of last year’s Poppy Shop campaign and this year’s Battle of The Somme pins we are investing in high-profile media to showcase our fantastic range of new products. The insights into purchase triggers and behavior that we uncovered with Geometry Global gives us the opportunity to satisfy growing demand from a wider audience who want to show their support in a more personalized way."

Adds Sarah Todd, CEO, Geometry Global UK: “Last year our pilot pop-up shops took Poppy Shops in-store for the first time to help more people understand the Legion’s extraordinary work. Building on this success, our latest campaign escalates in breadth and depth to draw attention to new products and allowing many more people to engage with and support the Royal British Legion”.

The Royal British Legion’s pop-up Poppy Shops recently landed The Enterprise Award at the 2016 Third Sector Excellence Awards – recognizing the social enterprise or charity that has significantly improved income from commercial activities.

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