The luxury store, which has expanded beyond its Knightsbridge base to establish branches around the world, plans to drive traffic to its website through a range of search and online display advertising.
Harvey Nichols has turned to e-commerce, selling beauty products, handbags, sunglasses and other accessories through its website. This has led to the appointment of Unique Digital and plans to ramp up digital spend to drive online sales.
Media spend will include sponsorships and tie-ups with sites popular with women. Handbag.com, Stylefinder.com and Vogue.com have all been lined up as partners in an attempt to tap into the female market without using overt marketing tactics.
The activity will form the basis of a launch campaign for the online store, which will aim to plug the new way of buying Harvey Nichols goods. Search activity will back up partnerships and display advertising.
The win is a boost for Unique Digital, which picked up part of Sky's lucrative search account last month. The broadcasting giant took its search account out of digital agency I-Level and handed it to Unique Digital and Aegis agency Diffiniti after a long, drawn-out pitch process involving seven agencies.
Both wins add to an eventful six months for Unique Digital, which was bought by digital agency Syzygy in April. Unique Digital has maintained its independence and has been involved in a number of pitches involving high-profile clients. The agency also works with Avis, Mark Warner and Thomson Directories.
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