The Empty Shop at Manchester Arndale
Now in its fifth year, The Empty Shop at Manchester Arndale has received a whopping 10 tonnes in clothing donations and raised over £35,000 for local charity partners.
We have worked with client Manchester Arndale on the project for four years, and we're thrilled to have had our work recognised with a CIPR PRide Gold Award for Best Not For Profit Campaign in 2017. The Manchester Arndale marketing team have collected numerous high-profile awards over the years for the initiative, and it continues to be supported by Manchester residents, shoppers, celebrities, local businesses and the media.
The Empty Shop concept was brought to the UK by Manchester Arndale and project partners, and asks shoppers to donate their pre-loved clothing at a styled 'shop' space. The clothing is collected each day, weighed then sold to the public in our charity partners shop spaces, with 100 % of the funds raised going to the charities.
Purple Riot provide PR, media relations, event management and social media for the project and we have consistently secured national and regional press coverage, smashed targets, clothing donations, media coverage and social media engagement year on year.
- Over 120 pieces of national and regional press coverage including online, print, digital TV and radio with BBC, Key 103 and MEN amongst the many others
-100 million total press coverage reach
-Three celebrity ambassadors secured in kind
-Local business and influencer engagement
-Consistent year on year social media engagement increase of over 200 %
-10 tonnes of clothing donated in 5 years
-£400k of brand new retailer samples donated in 5 years
-Over £35,000 raised for local charities
-National awareness of the brilliant work of our charity partners Mustard Tree, vInspired and Centrepoint