Big agency thinking, without the price tag.
Backlash was created to provide brands with a new, more progressive creative experiential agency model. We have taken years of experience working for large successful agencies across many categories and channels, and distilled it into a unique agency offering. We call this - 'Big agency thinking, without the price tag'.
We are a full service creative experiential agency with all of the in-house functions you would expect to deliver an end-to-end service. Typically, a project will follow a path of strategic consultation, creative concepting, 2D & 3D design, production development, live event and campaign evaluation. Each of these stages are managed by our experienced project management team.
Our creative responses are about taking our clients on an inspirational journey that explores a breadth of concepts and strategies, to push the potential of the brief. This creative process is developed in a completely collaborative and solution-driven environment, as we do not confess to be experts in your brand.
Face-to-face experience driven marketing can take many forms, we typically work with our clients across for key activation disciplines: experiential, retail, exhibitions and digital.
headquarters
Focus
Recommended Providers
Portfolio
Avery Dennison, Fenty Beauty, Hasbro, Holland & Barratt, Kerrygold, KitchenAid, KVD Vegan Beauty, Lego, Mattel, Neom Organics, Next, Ole Henriksen, Olivia Burton, Smyths Toys, Space NK, Susanne Kaufmann, Three Mobile, Tanologist, Westfield
Jet Set Selfie
Three were looking to generate and maintain awareness of their travel proposition by engaging the public at Gatwick Airport with a 'stand-out' experiential concept that brough their new 'Travel with Swagger' campaign to life.
Playing on the insight that most of their younger audience love a humble-brag airport selfie, we created the ultimate selfie upgrade - A private jet photo booth #travelwithswagger.
The pop-up was also a first for Gatwick Airport who had never turned one of their retail into a promotional pop-up space before. We had to overcome many production challenges to realise the dream, but it was worth it to see so many satisfied customers with 44,000+ guests engaging with the promotion over 30 days.
Your Beauty Space pop-up
Space NK the UK's #1 multi-brand premium beauty retailer were looking to introduce and recruit a new younger beauty savvy audience (18-30 y/o) to the brand. This audience is increasingly looking to ‘direct to consumer’ brands and online beauty retailers for their beauty needs.
Brand awareness is good, but a deeper understanding of the brand’s USPs, especially Space NK’s key retail experience proposition ‘impartial beauty advice’ from their in-store beauty experts was not as strong. This was seen as key to unlocking brand consideration and other brand/business metrics as it is a unique point of difference for a multi-brand retailer in the beauty industry.
'Your Beauty Space' was created to show how beauty is individual for everyone and even though each person's 'beauty soace' may look different, there is commonality in an uplifting moment of self-care.
Curate your ultimate 'Beauty shelfie' and share for a chance to win, or enter the infinity room to get fully immersed in the limitless interpretations of your own beauty space. The final stop featured premium sized luxury samples from cult brands such as La Mer, Dr Sturm, Paula's Choice and many more - This was an opportunity to engage with Space NK's beauty advisors to provide guests with bespoke product recommendations based on their skincare needs and goals.
Results:
- 1,200 consumer engagements over 3-days
- 500 opt-in sign-ups
- 400 loyalty programme sign-ups
Key to the overall response was the targeting strategy which focused on converting footfall to sign-ups and participants not just ‘being there’ for the beauty freebies – For this we needed to ensure that the audience profile of the location footfall were highly engaged with premium and less mainstream beauty products.
We considered several sites across the UK and central London but landed on Old Spitalfields Market due to the unique set of factors that we feel makes it the #1 ‘hot spot’ in the UK for a young beauty engaged audience.
Dream Garden - Covent Garden
To support the launch of the brand's first 'bricks & mortar' store in Covent Garden, Backlash created the 'Dream Garden' experiential concept and brand destination. A multi-sensory experience that engaged consumers with the brand founder's story and dream of opening their first store to empower guests and encourage them to grow and share their dreams.
The experience was designed to generate strong social awareness and did so through generating 2,200 shared GIF images over three days, as well as hosting a VIP influencer event.
The Wonder of Manuka
To support the national integrated launch of the new 'Wonder of Manuka' campaign, Backlash developed the playful 'Honey & Barrett' flagship store takeover. A fun multi-touchpoint retail experience to engage and educate shoppers from street-to-till.
The attention grabbing store front design, interactive window and in-store experience also supported the PR and media activity as both a backdrop for the media content and a place to invite influencers to immerse them in the 'wonder' of the manuka product range.
Fenty Beauty - Retailer Head Office Launch Kit
Backlash created a trade kit designed to support the high profile nationwide launch of Fenty Beauty by Rihanna at Boots head office and employee events. This premium brand space was designed to create impact at Boots' offices which led to massive queues of 'hyped' employees on the days activity.
Staff were offered makeovers, goody bags and experience first-hand the unique brand attitude. The kit was then toured to smaller Boots conferences and award ceremonies around the UK.
NEOM Westfield Pop-up
This installation for Christmas 2019 at Westfield was realised in just over 3-weeks from site visit to doors opening. OUr amazing design & production team plus specialised suppliers worked at an incredible pace to create a beautiful brand space for NEOM in time for the all important Christmas period.
This cost effective build managed to make a pop-up build look like a permanent brand space in record time.
NEOM Marketing Manager - "I was blown away by their little black book of contacts, freelancers, suppliers and manufacturers".
Next Denim Launderette
For most women the struggle to find the perfect pair of jeans is 'real'. This insight inspired the launderette experience for the 'Happy Go Denim' campaign - A place to find your perfect pair of jeans from Next's extensive denim range with product experts on-hand to guide guests to the perfect style and denim technology to fit their shapre - 'Find you perfect pair of jeans and hang your old jeans out to dry'.
To drive sales we included an embroidery personalisation statio to make your jeans unique to you. There was also a partnership with 'Goods for Good' where shoppers could donate their old jeans to charity and give them a new lease of life.
Reviews
the project
Advertising & Marketing for Wellbeing Brand
"I was blown away with their little black book of contacts, freelancers, suppliers, and manufacturers."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the Customer Marketing Manager at NEOM Organics, a wellbeing brand that creates a range of home fragrance, skincare and bath & body products. Our expertly blended 100% natural fragrances use only the purest possible essential oils to give you true wellbeing benefits to help you sleep better, stress less, boost your energy or lift your mood.
For what projects/services did your company hire Backlash?
Concept, design and project manage the production and installation of a Christmas pop up in a key department store and roll out additional feature spaces across other regional branches.
What were your goals for this project?
We wanted a creative agency that could be highly creative, challenge our thinking, bring to life our Christmas packaging and natural wellbeing credentials and execute the production to exceptionally high standards which we demand as a premium brand.
How did you select this vendor?
We were sent their credentials on email, I liked their straight talking approach and asked Backlash to do an initial pitch against two other agencies. Backlash impressed with their understanding of the brand, the customer insight, the years' of retail experience that was evident in their thought process and ultimately won the project based on the beautiful concepts.
Describe the scope of their work in detail.
- Creative concepts - Design - Retail submission including detailed technical drawings, 3D render designs, all RAMs, health and safety aspects of the projects, material sourcing. - Production of pop up furniture, feature wall, product highlighter/ counter top center piece, window design, printed POS and overnight installation - Roll out of elements to 9 additional feature spaces in 9 different locations.
What was the team composition?
I worked closely with James Barnes as the main lead on the project but met with Katie and Aarron in their creative team regularly either over the phone or in person.
Can you share any outcomes from the project that demonstrate progress or success?
NEOM, the wholesale customer and our consumers were all delighted with the pop up. There was significant sales increase, we saw lots of engaged shoppers sharing their experience and images on Instagram and the duration of the pop up was extended.
How effective was the workflow between your team and theirs?
Exceptional. We had a weekly status conference call, regular phone calls, Whatsapp messages and face to face meetings when samples were needed to be signed off. Backlash are brilliant at communicating, keeping you in the loop, sharing work in progress, being honest and open. They felt an extension to our marketing team.
What did you find most impressive about this company?
I was blown away with their little black book of contacts, freelancers, suppliers, and manufactures. You name it, they know who to speak to and how to get things done quickly and to a very high standard. Their creative response has been tried and tested over year's of retail experience but is still fresh and modern. Backlash are great to work with - nothing is too small or too big.
Are there any areas for improvement?
Nothing on this project. There were a few snags as there is with any production build but they dealt with them incredibly quickly and efficiently.
the project
Activation for Major Cosmetics Brand Pop-Up
"They take everything in their stride and find solutions no matter what."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Project Manager for one of the most influential Beauty Company's today. Breaking the UK market in 2017 and working across a range of retailers.
For what projects/services did your company hire Backlash?
For various Pop Ups, Brand Launches, Multiple activation spaces and Internal & external conferences.
What were your goals for this project?
To have engaging and captivating activation spaces. To be efficient and creative with the use of furniture and to deliver all within a specific time & launch plan.
How did you select this vendor?
Aarron and the team always delivered high energy ideas. They were always very flexible and went above and beyond for our team. They have a real GSD attitude which is something highly needed in the cosmetic industry!! No challenge was too much and they always delivered to a very high standard. They are so great to work with!!
Describe the scope of their work in detail.
They designed the initial works for a demanding Brand and succeeded in nailing the Brand identity. They worked seamlessly with all our internal companies, the retailers and other suppliers. They designed, created all the artwork, built all the furniture, they then installed and de-rigged. All within budget .
What was the team composition?
To be honest, I mainly only worked with Aarron. I know there were a lot more people involved but they wanted to keep the Brand contact to a minimum which was very helpful for me!!
Can you share any outcomes from the project that demonstrate progress or success?
We worked with Backlash to launch multiple Fenty Beauty products into Boots. Sales ambitions were exceeded on each and every launch, social media interactions were high. The Projects were delivered amazingly well, high quality & with short lead times. The retailer, the brand and the customers were all very happy and loved the pop ups/ conferences that Backlash have installed and provided.
How effective was the workflow between your team and theirs?
Communication was great and very clear. It was not over complicated. They simplified it for the brand, knowing that we have a lot of plates to spin. They gave definite deadlines and dates and kept to them.
What did you find most impressive about this company?
They themselves are spinning a number of plates and yet shield the Brand for any kind of disruption. They take everything in their stride and find solutions no matter what. They are very dedicated. What I found most appealing was they were very grounded. They would bring you in the room and have good honest conversations, it was clear and collaborative.
Are there any areas for improvement?
Not that I can think of.
the project
PR Show Stand for Wedding Shopper Business
"You get the whole package with Backlash — innovation, creativity, a strong ROI, and impeccable project management."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Manager for Weddings & Personal Shopper Service
For what projects/services did your company hire Backlash?
To take our presence at the National Wedding Shows to another level, to ensure maximum PR exposure and return on investment.
What were your goals for this project?
To inspire and excite visitors to the Wedding show with our wedding collection, driving personal shopper appointments for the bride, bridesmaids and wedding guests.
How did you select this vendor?
A tender process that was driven by innovation, creativity and maximising return on investment.
Describe the scope of their work in detail.
To design and deliver a 'show stopping' wedding stand for the National Wedding Show that exhibits our wedding collection and encourages visitors to dwell and browse.
What was the team composition?
Backlash quickly earned our trust through clear, open communication. It was easy to develop a strong and effective working relationship with them. They are exceptionally professional, but made the experience of working with them friendly and fun - their approach is very refreshing. The contractors they worked with to implement and deliver the stand were also highly skilled and professional.
Can you share any outcomes from the project that demonstrate progress or success?
The term 'best ever' was used by business stakeholders and the Wedding Show event organisers to describe our Wedding stand. For the first time we were able to provide an interactive experience for visitors, within an environment that inspired and delighted. Visitors spent longer talking to our stand team, which converted to a 20% uplift in high value Weddings appointments during the Wedding Show season.
How effective was the workflow between your team and theirs?
Impeccable! The project management side of things was first class. Meetings were well managed, with a clear agenda and outputs and all communication was clear and prompt.
What did you find most impressive about this company?
Their innovative approach to our brief. Their solution far exceeded our expectations, raised our profile at the Wedding Shows, and positively changed customer perception. In all regards, they are an absolute pleasure to work with.
Are there any areas for improvement?
From experience of working with other creative agencies - NO! You get the whole package with Backlash — innovation, creativity, a strong ROI, and impeccable project management.
The team reliably produces innovative, fresh solutions that appeal to the target audience. After the installation, there was a marked increase in sales and customer engagement. The vendor fostered a true partnership by maintaining consistent communication with stakeholders.