SHEIN is known for affordable fashion, but to us, it's a brand that loves to go big. They’re all about meeting customers in person, and in 2024, they decided to go bigger than ever with a festive campaign to stoke the fires of engagement.
Check out the video to hear from Charlotte Anthony (SHEIN’s head of brand experience) and to see this seasonal campaign in action!
What is SHEIN?
An online fashion retailer with a global presence, SHEIN is synonymous with style and affordability. Since the company began in 2008, they’ve grown into one of the best-known clothing companies and were crowned the most popular fashion brand in 2022.
SHEIN is also no stranger to seasonal promotions, and they love to spread awareness and engage with their audience. The vehicles below are just a few examples!
In 2023, they asked Promohire to help with a four-season extravaganza, using prestigious vehicles like the double-decker bus and classic Airstream. This did wonders for their outreach, and they’d soon be back with another ambitious idea.
What did SHEIN want?
Following their previous campaign’s success, SHEIN wanted to outdo themselves yet again. But how is that even possible when you’ve already run an event for each season?
They answered with a festive campaign for the ages, using 6 vehicles across 14 locations – all to forge real-life connections and get people into the Christmas spirit.
These vehicles had to be fully customised, and each event needed to excite people of all backgrounds. And with prizes to be won and memories to be made, SHEIN would encourage guests to share their experiences on social media.
How did Promohire help?
To get this seasonal promotion moving, SHEIN turned to us as their trusted branding partner. This time, we provided two double-decker buses, vintage Piaggio Apes, plus an American ambulance and postal van. Here’s a rundown of what was needed…
Building the festive experience
SHEIN’s promotional vehicles didn’t just have to look good. They also had to be fully branded and built to serve a purpose.
Each Piaggio Ape had a decorative side hatch, where guests could collect hot chocolates before grabbing a gift bag from the US postal van. This vehicle featured a roof sign, 3D bow and fabric interior.
From there, they’d hop onto a double-decker to begin the immersive experience. Once on board, guests had the chance to try a claw machine and spin-the-wheel game, sample festive treats, get creative at the nail bar and even meet Santa himself.
We designed, built and installed these elements to the exact brief, with our in-house teams working collaboratively to guarantee the results were practical and eye-catching.
Location scouting
With two large buses and multiple smaller vehicles, finding the right venues would naturally pose a challenge. After much research, the Promohire elves pulled together a shortlist of venues that could potentially fit the bill. We then liaised with site owners to discuss everything from spacing to access times and power, before booking the best locations for the festive campaign.
SHEIN also wanted to build excitement weeks in advance. Our recommendation?
A photoshoot in a live studio environment!
Set up to look like a winter wonderland, this provided the ideal backdrop for photos and reels, and empowered SHEIN to promote their seasonal campaign well ahead of time.
Arranging Santa’s helpers
SHEIN understands that no live experience is complete without the human touch, and while they had brand ambassadors at the ready, such an ambitious plan would need a helping hand. Promohire was on the case!
We pulled from our vast staffing network to send expert caterers, security staff, and event and project managers to help run the seasonal promotion. This gave SHEIN peace of mind and meant their staff (and Santa!) could focus on the guest experience.
What was the result?
From start to finish, SHEIN’s festive campaign was a glittering success! Touring both the North and South of England, plus Scotland and Wales, they went all in with their festive experience. In response, people really came out in force!
Over the course of their Christmas campaign, SHEIN gave out 80,000 gifts and expanded their reach thanks to guests and influencers posting online.
This shows how a seasonal campaign that goes that extra mile can make a real impact and see a huge return on investment.
'We’re now on day six and we’ve had over 7,000 people, so we’re absolutely thrilled with the turnout' – Charlotte Anthony, Head of Brand Experience at SHEIN
Want to go big with your campaign?
Planning an activation is difficult, but you’re never alone when you have Promohire. We understand just how tough it can be to get started, formulate a plan, staff your event, find locations, and then make sure everything goes off without a hitch!
We recommend checking out our article on the 8 steps to planning your campaign. You can also visit our budget calculator for a per-vehicle estimate.
Click the button below to start planning your activation!
