Case Study

The Empty Shop at Manchester Arndale

Purple Riot worked with the Manchester Arndale team for four years on this much-loved charity fashion campaign. We provided PR, media relations, social media management and celebrity engagement and were proud to pick up Best Not for Profit Campaign at the CIPR awards.

What we did:

We worked with client Manchester Arndale on this much-loved charity fashion project for four years engaging a host of celebrities including Rowetta, Ashley Taylor-Dawson and Brooke Vincent.

The Empty Shop concept was brought to the UK by Manchester Arndale and project partners and every January for five years, asked shoppers to donate their pre-loved clothing at a styled ‘shop’ space. The clothing was collected every day, weighed and then sold to the public at our charity partners shops with 100 % of the funds raised going to the charities.

Over the years, we had a whopping 10 tonnes of clothing donated and raised over £35,000 for local charity partners.

Not only did the regions shoppers get behind the campaign every year but also local businesses and fashion brands. We received very generous donations
from retailers every year including JD Williams, Boohoo and Simply Be.

 

 

Purple Riot provided PR, media relations, event management and social media for the project and we consistently secured national and regional press coverage including TV and radio, we engaged five celebrities, smashed donation targets and we very proud to have had our work recognised with a CIPR PRide Gold Award for Best Not For Profit Campaign.

Results

Over 120
Pieces of national and regional press coverage
Including online, print, digital TV and radio with BBC, Key 103 and MEN amongst the many others
100 million
Total press coverage reach
10 tonnes
Of clothing donated in 5 years
Over £35,000
Raised for local charities

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