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RHIANNON SCARLETT, CHIEF MARKETING OFFICER
Fridays came to Boldspace in need of change and impetus. The brand was struggling. What started with a single campaign #goalsforgirls for Fridays’ sponsorship of women’s football, turned into Boldspace becoming Fridays’ agency of choice across consumer and reputational PR, repositioning of the entire brand, creation of new brand messaging and brand design, several integrated national campaigns, and returning the name back to TGI Fridays.
Fridays launched in 1965 as Manhattan’s original cocktail bar. It existed to give people a safe, fun place to meet, drink and socialise outside of their apartment cocktail parties. Fridays empowered people – particularly single women, but also men – to go out with their friends and feel liberated and accepted, any day of the week. Fridays invented ‘That Fridays Feeling’, built on a legendary generosity of spirit. It has a place in the mind of everyone over 30 – but this is the problem. Its associations with ostentatious celebration were dated. The product was tired. Some stores were not performing.
We went back to Fridays roots and aimed to redefine ’That Fridays Feeling’ for the modern day. Our positioning ‘Come as you are’ leant into Fridays being a space where everyone can feel their true selves. It always has been. In the modern day this means championing true individuality, a place to let go, a place where whatever you’re wearing, wherever you’re coming from or going to, you’re always welcome. You always feel free. We devised a new ‘bold space’ of ‘Show Your Stripes’.
We reframed messaging to put substance, style and relevance back into the iconic brand. Campaigns have achieved a reach of millions across national coverage, 30% rise in unique page views across all web pages, 13% uplift in table bookings year on year, clicks on CTA buttons up 37% demonstrating more engaged userbase, x% increase in positive sentiment and the Show your Stripes reward scheme saw a 75% uplift in downloads. But, it’s only just begun as we turn our attention to growing the bottom line through integrated communications and analytics that focus on improving the share price.