5 Top Digital Campaigns By Retailers On The Creative Sandbox Archive

5 Top Digital Campaigns By Retailers On The Creative Sandbox Archive

A bold initiative from Google curates best-in-class examples of digital campaigns.

Plus Aziz
  • 15 october 2012

Digital properties are shaping up to demonstrate some of the most inspirational commercial work. That’s why Google has developed Creative Sandbox, a microsite housing a curated selection of work from the advertising industry for people to vote on. The archive reflects some of the most innovative branding work being executed by agencies and digital partners.

Given the volume of the work held in the archive, over the next few weeks we will be curating campaigns by categories to provide you with insight into various industries. In this post, we will focus on 5 best of class examples and results for digital campaigns by retailers.

IKEA Small Scene

Sometimes it makes sense to capture two or more consumer segments with a single execution. IKEA did this in Warsaw, where they set up a mock studio flat in the heavily trafficked Central Station to launch their new catalogue and build brand awareness on and offline.

To capture the attention of passengers, improv actors were hired to enact short skits and invite viewers to participate. Each day was dedicated to one of the product groups, livestreamed, and the space was refreshed based on feedback the brand received on their Facebook page. To further bolster online buzz, highlights of the day were editted into 45 second online videos.

The campaign resulted in 5,000 new fans on Facebook,  53,000 active users per week, 1,400 opinions regarding the post, 25,000 video streams and 6,000 online viewers.

For background details on this campaign, visit the IKEA Small Scene at Central Station page on Creative Sandbox from Google.

Topman Generation

Topman’s UK campaign represents a great win in earned media. Capitalizing on the widespread popularity of personalized, interactive magazines, menswear fashion brand Topman worked with M&C Saatchi and their mobile arm to boost the fashion retailer’s online footprint.

The campaign leverages components of any successful fashion magazine: powerful imagery, storytelling, and exclusive interviews. It was a bold step forward technically as well. The platform combines HTML5. geo-location, and Concrete5, an open-source Content Management System, to deliver an experience that detects the visitors’ device.

The magazine attracted 550,000 unique visitors and directed 3% of the traffic to Topman’s online store. 55% of the visitors tweeted content and according to Sysomos, the microsite also generated over 80% positive sentiment.

For background details on this campaign, visit the Topman Generation campaign on Creative Sandbox from Google.


UNIQLO Dry Mesh Project

To activate Pinterest users, Uniqlo and Firstborn designed a hyper-focused campaign for their Dry Mesh t-shirts. The execution is based on the insight that users browsing through Pinterest scroll through the website absent-mindedly. To pique their interest, they invited Pinners to design extremely tall images, most of which are over 8,000 pixels tall. Other Pinners stumbling upon these pages were struck by the visual experience, hence awareness was built around Uniqlo’s dry mesh product.

This is another great case study in how brands can focus on earned media. The tactic was quickly executed, requiring only 324 hours to complete by a handful of savvy users. The campaign was picked up by 64 media outlets within 5 days, 104 Pinterest accounts were created and 55 million impressions generated.

For background details on this campaign, visit the UNIQLO Dry Mesh Project page on Creative Sandbox from Google.


American Express Shop Small

This campaign is a widely successful one developed by DIGITAS capturing the spirit of economic recovery and the importance of supporting small businesses around the nation. Weighing in with a big idea, the campaign worked towards creating a new holiday (officially supported by US Congress) right after Black Friday: Small Business Saturday.

This idea goes above and beyond. Instead, AmEx and DIGITAS developed a platform resting on a foundational social sentiment large enough to support the brand’s business interests. They rallied consumers, retailers, and public officials to support the campaign. For retailers, AmEx provided advice on how to go about setting up Facebook pages and facilitated further education on QR codes, point-of-sales material, social media outreach, and geo-location badging.

The campaign resulted in a 23% increase in small business sales on November 26, 2011,  a tweet from President Obama and numerous tweets giving props to specific local businesses, and engaged with 3 million Facebook users.

For background details on this campaign, visit the American Express Shop Small page on Creative Sandbox from Google.

The View from the Shard

In a major city like London, it is hard for a building to start out based on its exterior alone. That’s why Sellar Group, the building’s developers, hired M&C Saatchi to promote the building’s unique view of London. Although it does not fall strictly into the retail category, the campaign is about driving traffic to a specific location.

There were no bells and whistles for this execution. Just great, fluid website design that reflects the building’s high tech qualities. The website is focused on selling the view and keeps its usage of social media to a minimum. The gallery page enables online users to get a glimpse of the superb panoramic view they’d get for the building, which is twice as high as the London Eye.

The campaign resulted in a 10% conversation rate from the view to ticketing pages. It also combined social media buzz and search advertising to drive 300,000 to the site within the first weeks of launch

For background details on this campaign, visit the The View from the Shard page on Creative Sandbox on Google.

Google Creative Sandbox
 // Creative Sandbox on Twitter


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Julius Marchwicki

Auto, Mobile, Product Strategy, Digital, Inventor

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.