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Warehouse fans go #knitbombing in recent social campaign

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As mentioned in a recent post about the #topmansprayonjeans campaign, there’s a big focus on user-generated content being seen from a multitude of retailers of late.

One of the others referenced in that same story was Warehouse. The UK retailer launched a campaign in late September focused on #knitbombing, a street art craze involving knitted items being placed to decorate public spaces – think trees, bollards even bikes. It’s not a new phenomenon, but it’s one that hasn’t been claimed by a fashion brand before (to my knowledge).

In a nice example of physical meets digital, Warehouse invited its followers to snap photos of their knit-bombing attempts and upload them to Twitter or Instagram using the hashtag. The best would go on to win a £250 gift card.

To help facilitate the campaign, it offered shoppers free knit-bombing kits in-store when they bought certain knitwear items. It also posted a series of inspirational woolly shots of its own across its Facebook and Pinterest pages (a couple of which are above and below).

Read its blogpost about the initiative: “Knit-bombing groups have been springing up everywhere – warming the soul of grey urban spaces with colourful knitted artwork or ‘graffitti’. Obviously we had to share this amazing phenomenon with you.” It also called for participants to “flex some creative muscle; remember the city is your playground.”

According to @Editd, the campaign saw Warehouse’s fanbase grow 10%.

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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