This October, the AKA Partnerships team worked with Debenhams, the UK’s largest department store, to create a nationwide partnership for Beautiful: The Carole King Musical.  The collaboration formed part of Debenham’s #getbacktoyou campaign for Breast Cancer Awareness month, which aimed to support and inspire women affected by breast cancer – a perfect fit for this uplifting, empowering musical.

The cast of Beautiful kicked off the campaign with a live performance in the beauty hall of Debenham’s flagship Oxford Street, drawing in huge crowds during the peak lunchtime period, and creating a buzz on social media.  A takeover of a store window promoting the performance reached over 2 million Oxford Street shoppers with a video reel of footage from the production playing on an 8 foot digital screen.

The partnership was promoted at point-of-sale in all 172 Debenhams stores nationwide, through flyers inserted into womenswear and homeware purchases, and with digital coverage across the store’s social media channels.  Overall, this partnership reached more than 9 million people.


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