Giant Tiger – Holiday 2018
Research showed that Giant Tiger shoppers were traditionally stressed by the holidays, always trying to create the best Christmas for their families within a limited budget. For 2018, Yield recommended focusing on gift-giving and holiday preparation, with scenarios that allowed us to continue leveraging the successful Inner Voice with a slight ‘tongue in cheek’ tonality.
Industry
— Fashion
— Retail
Branding to
— Expand an offering
— Gain share of wallet
— Be better understood
Services
— Advertising & promotion
— Digital marketing & content
The Situation
Research showed that Giant Tiger shoppers were traditionally stressed by the holidays, always trying to create the best Christmas for their families within a limited budget. For 2018, Yield Branding recommended focusing on gift giving and holiday preparation, with scenarios that allowed us to continue leveraging the successful Inner Voice with a slight ‘tongue in cheek’ tonality.
Human Catalyst
Moms need help from Giant Tiger so they can give their families the Christmas holiday they deserve.
Our Solution
Yield Branding developed two :30 advertising commercials that featured ‘Mom’ going through her Inner Voice checklist of items she bought to decorate the house or presents for family and friends. In each case there was a slight irreverence to ensure that while Mom might be under pressure about the holidays, she could also have a little smile.
The Yield
As a private company, Giant Tiger does not publish exact sales data. However, we know that the spots had record number of views and shares on social media and click throughs in digital advertising.
At the same time, the Giant Tiger brand footprint continues to expand across Canada, growing by 10-15 stores per year reaching 250 stores by the middle of 2019.