In 2011, Zellers – an 80 year old brand in Canada announced that it was closing down their stores & make way for Target. But as they had one more year in operations, they had a very limited budget to sell their products at the retail stores. This is one of the final case studies of how Zellers created a Social Media Campaign to showcase a closure with attachment! Zellers in 2013 has finally shut shop.
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The campaign dropped Nike into the center of a cultural storm, but ultimately changed the marketing conversation and helped to propel sales, earning the brand several major awards. "Don't ask if your dreams are crazy....
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