Galaxy already had a deep connection with young women, offering them escapism and pleasure through that smooth hit of chocolate. However, Galaxy wanted to explore a new platform with this audience, one which would offer another source of pleasure: style.
This was new territory for Galaxy, so Edelman needed to ensure that Galaxy built credibility with their audience and also created mass reach with their message. Edelman needed to bring a new dimension to style.
Inspired by the ‘swishing’ movement, Edelman created the Galaxy Style Exchange, an invitation for style-savvy women to upgrade their wardrobes by exchanging stylish items of clothing with friends.
Potential Twitter impressions
Print, broadcast & online reach
The Galaxy Style Exchange had a positive impact on the commercial performance of the Galaxy brand, which experienced a penetration increase of 6.5%. This was supported by extensive print, broadcast and online coverage reach of 10.5 million.
During the campaign, Galaxy's Twitter account generated potential impressions of 5.3 million, with 18,714 conversations about Galaxy. The campaign also triggered 3,500 online swaps, as high-profile Irish stylist Angela Scanlon hosted Ireland’s first ever online Galaxy Style Exchange on Twitter.
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