The Future of Luxury Retail
I pitched and developed this multi-episode series, featuring interviews with futurists, psychologists, technologists, and other experts. The purpose was to reach beyond the IT crowd – and show high-end retailers what technology can do to transform brick-and-mortar storefronts.
The Challenge
Verizon Business Group (VBG) needed to expand its influence in the EMEA retail sector. Despite being one of the world’s largest telecoms companies, Verizon’s relationships were limited to IT departments – too narrow for the strategic conversations driving digital transformation. To unlock growth, Verizon needed credibility with retail leaders and C-suites, not just technologists.
The Idea
We positioned Verizon as a partner in retail innovation through a bold thought leadership programme. The Future of Luxury Retail brought together luxury retail authorities to explore how digital connectivity enables innovation across five macro themes: luxury retail’s future, connected shopping, the science of shopping, experiential retail, and sustainability. Verizon curated the conversation, putting itself at the centre of industry dialogue.
The Execution
A premium video series hosted on YouTube and Verizon’s site, supported by influencers who acted as both subject experts and amplifiers.
Ten short social films on LinkedIn, tuned to live conversations from SEO and social listening, drove audiences into long-form documentary videos and articles.
Sales enablement through Verizon’s EMEA Weekly Snapshot and International Marketing Hub ensured sales teams could activate the content in conversations with retail leaders.
The Results
8M impressions and a 10.7% engagement rate on YouTube.
86% of targeted retail leaders reached on LinkedIn; 72% clicked through to the series.
145 key accounts reached; 77 engaged.
13,475 website visits from retail leaders, with average view times far above benchmark (e.g. 2:49 mins vs typical 1:19).
The campaign became Verizon’s most successful international thought leadership series, opening new sales conversations and elevating brand standing as a credible partner in retail transformation.
