Case Study
Brand Launch:
Peacocks London
Company: ZBS Group
Disciplines:
- Public Relations
- Event Management
- Brand Marketing
The Project
Peacocks London is a UK-based fast-fashion retailer known for delivering trend-forward clothing for women, men, and children – all at affordable prices. In 2011, British investment firm ZBS Group acquired the franchise rights to bring the Peacocks brand to Eastern Europe, beginning with a flagship store in Sofia, the capital of Bulgaria.
As the brand was entirely new to the local market, the goal for the launch was clear: generate maximum buzz, drive foot traffic, and establish Peacocks as a fresh, fashion-forward name in a crowded retail landscape. For the grand opening in October 2011, the company aimed to make a major splash, turning what could’ve been a quiet store debut into a high-impact event that grabbed media attention and positioned Peacocks as a brand to watch.
The Challenge
I joined the ZBS Group team in September 2011, less than four weeks before the scheduled grand opening of Peacocks’ first Eastern European store in Sofia, Bulgaria. At that point, the company had locked in a basic framework: a grand opening event featuring a press conference, fashion show, and appearances by local celebrities. But beyond setting the date, no concrete planning or promotional work had been done.
My challenge was to step in quickly, build on the initial concept, and shape it into a fully integrated launch campaign – with limited time, no margin for error, and the high-pressure goal of generating maximum visibility for a brand entirely new to the market. I was tasked with applying my own strategic vision while honoring what was already in motion, ultimately crafting and executing a buzzworthy launch that would attract media attention and drive traffic to the flagship store.
The Goals
- Generate widespread media coverage of the Peacocks brand launch in Bulgaria through a high-impact grand opening event.
- Establish brand awareness for Peacocks as a stylish, affordable, UK-based fashion retailer in a new and highly competitive market.
- Drive significant foot traffic to the Sofia flagship store during and immediately after the launch event.
- Position Peacocks as a trend-forward brand through curated fashion show styling and celebrity alignment.
- Ensure positive first impressions of the Peacocks in-store experience and product offering among both press and early shoppers.
- Lay the groundwork for long-term brand visibility in Eastern Europe, with Sofia serving as the pilot for future store openings.
The Strategy
With less than a month to go before launch, my strategy was to rapidly transform a loosely defined event concept into a high-impact, multi-layered campaign that would introduce Peacocks as a stylish and affordable new player in the Bulgarian fashion retail market. I focused on creating a cohesive launch experience that blended entertainment, media appeal, and brand storytelling – all designed to drive maximum visibility in a short window.
By anchoring the campaign around a celebrity-filled fashion show and press conference, I created a headline-worthy moment while also building a surrounding PR and promotional framework to sustain buzz before, during, and after the event.
Every element of the campaign – from media outreach to influencer engagement to in-store experience – was crafted to spark curiosity, attract attention, and convert awareness into foot traffic and sales. The launch wasn’t just about opening a store – it was about introducing a brand worth remembering.
The Tactics
To create maximum visibility and sustained buzz around the launch of Peacocks in Bulgaria, I developed and executed a multi-pronged promotional campaign that combined high-profile media engagement, strategic influencer outreach, and audience participation.
Grand Opening Event Production
I led the planning and execution of an immersive launch event designed to deliver immediate media impact and lasting brand recognition. The event featured:
- An on-site press conference and media briefing hosted by me to introduce the brand’s vision and expansion plans.
- A private store tour for VIP guests, stylists, and fashion media.
- A step-and-repeat red carpet moment featuring celebrities, models, and journalists to generate media-ready visuals.
- A high-energy fashion show and live music program to highlight the brand’s seasonal collection and reinforce its trend-forward identity.
Social Media Contest: Faces of Peacocks London
In the weeks leading up to the launch, I conceptualized and launched a social media-driven talent search to find the “Next Faces of Peacocks London.”
- Participants submitted photos or videos, and finalists were selected by public vote.
- The campaign culminated in a live finale during the grand opening, judged by a celebrity panel.
- The contest was designed to:
- Drive organic buzz and social shares among young, fashion-conscious audiences.
- Position Peacocks as a modern, inclusive brand.
- Build a base of early digital engagement in a new market.
Media Tour & Spokesperson Strategy
To amplify brand visibility beyond the event, I organized and participated in a targeted media tour:
- Scheduled appearances on top morning shows and lifestyle programs.
- Served as the official brand spokesperson, delivering key messaging in both English and Bulgarian.
- Brought models to showcase key looks live on air.
- Repurposed clips and photos across social media to expand reach and reinforce brand presence.
Editorial & Celebrity Placement
I collaborated with leading fashion editors, stylists, and influencers to secure product placement in:
- Editorial photoshoots for major fashion magazines and lifestyle blogs.
- Celebrity wardrobes for appearances on high-visibility TV programs.
- These placements helped Peacocks gain aspirational appeal while maintaining accessibility.
Radio Sweepstakes Partnership
To extend campaign reach to a mass audience, I negotiated a month-long promotional partnership with a top-rated national radio station.
- The campaign featured on-air mentions, giveaways, and exclusive listener discounts,
- Helped drive brand recognition among commuters and casual fashion consumers.
- Served as a bridge between media exposure and in-store traffic.
The Results
The campaign successfully launched Peacocks into the Bulgarian market with a high-impact debut that positioned the brand as stylish, accessible, and headline-worthy from day one.
- Delivered a large-scale grand opening event that included a press conference, red carpet, fashion show, and live contest finale – featuring appearances from some of Bulgaria’s biggest pop stars and cultural figures.
- Organized and hosted a follow-up fashion show dedicated to Peacocks’ kids collection, featuring child models and attended by top-tier media representatives. The event successfully expanded media interest beyond the initial launch and positioned Peacocks as a go-to brand for stylish, affordable children’s fashion.
- Secured widespread media coverage across top fashion and lifestyle outlets, including Grazia, Cosmopolitan, Joy, OK!, and Maxim, along with front-page features and event recaps on leading news and entertainment websites.
- Earned national broadcast exposure with coverage on multiple evening news programs and live event segments. Represented the brand as its official spokesperson on several morning shows and prime-time lifestyle shows.
- Achieved sustained brand visibility with ongoing product placement in the style sections and editorial spreads of Bulgaria’s top fashion magazines, as well as appearances on major TV series like Undercover.
- Drove significant growth in social media engagement and following through the “Faces of Peacocks London” contest and the month-long radio sweepstakes – building early digital momentum and boosting brand recognition among core target audiences.