Rent the Runway teamed up with WeWork to put clothing drop-off boxes in 15 WeWork locations across the U.S. The goal was to help customers return and reorder new clothing more conveniently. To raise awareness for the partnership, we created a digital campaign and event series for our members and potential RTR subscribers.
Narrative
WeWork and Rent the Runway are joining forces on a national level to help meet the needs of the modern working professional and shopper. By implementing Rent the Runway’s platform into WeWork locations in multiple cities, we are helping to provide a physical and technological solution for our members and RTR subscribers to find the clothes they need for work and play.
Rent the Runway and its solution for the future of retail marry physical products with technology, just as WeWork has done with its vision of the modern workplace. In plugging into WeWork’s community, RTR will leverage our strategic national real estate footprint and strong membership culture. We are providing the unique ability to rapidly scale a new national network of convenient drop-off locations to better serve existing RTR subscribers and make the product more attractive to new subscribers.
Rent the Runway has revolutionized the shopping and fashion experience in a way that aligns with WeWork’s core values. Our members are entrepreneurial, ambitious, inspired, but also extremely busy. We are constantly searching for ways to increase their productivity and amplify the services they have access to. Moreover, we are proud of and excited by the diversity and self-expression that exists across our entire community, and we constantly seek to be supportive of this, particularly through fashion and with female entrepreneurs.
Approach
Members as models
Identified members from each market (Los Angeles, San Francisco, Miami, New York City, Chicago, Washington DC) to be cast as a model for the digital campaign.
Launch event
Hosted over 150 guests at our kick-off event featuring a fireside chat with Artie Minson and Jenn Hyman. Including editors from Moneyish, Mashable, Guest of a Guest, TimeOut and Tastemade in attendance. All guests were given promo codes for a complimentary month of RTR Unlimited subscription.
Market Events
Hosted various events in each market, pegged to cultural moments such as Art Basel to continue buzz and awareness for the partnership.
Results
Secured announcement coverage in WWD, Bloomberg, Glossy and Fashionista. Additional coverage was secured in Business of Fashion, Crain's New York, CNBC, Retail Dive, Business Insider, Quartz, Fashion United, Commerical Observer, Chain Store Age, Chicago Business Journal, Fortune, PYMNTS, Morning Brew and BizWomen.
- 21 press features
- 150 million earned media impressions