Leon’s needed to attract a new younger audience by increasing brand consideration and changing long held perceptions about their brand.
Introducing a new generation
Giving one of Canada’s most iconic brands a modern look, changing them from the brand your parents shop at, to the brand your partner shops at.
Growth since 2019
With 5% YoY growth vs 3% in pre-campaign years
Lift in eComm conversion
With the sub-45 age group
Lift in contemporary style perception
Plus 7% lift in selection of stylish products
By making major, modern adjustments to the style of Leon’s, we gave the brand a new identity and public perception without any capital investments changing the retail experience.
With 143% revenue growth from the under-45 yrs segment, compared to pre-campaign levels, the goal of changing customer perceptions for this younger audience had clearly been reached, and surpassed.
Pride point: Our work for Leon’s was awarded an Effie in the sustained success category.