In the ultimate case study for the agency’s integrated approach to brand building and digital storytelling, Dust’s MD, Lucy Evans, switched roles to go client-side as co-founder of luxury ecommerce brand, Vintage Seekers. Having originated the concept for an editorialised 20th century design & collectibles ecommerce platform, Lucy then shaped the communications and partnership strategy in conjunction with the Dust team.
The overarching approach for Vintage Seekers was to draw on the agency’s established senior media contacts to build authority, and simultaneously drive customer acquisition by partnering aligned brands. With communications considerations at the heart of the brand, couture fashion, furniture, film poster, book, fine & rare wine and collectibles product collections were specifically curated around key cultural moments to optimise relevance and traction, such as the release of Skyfall - coinciding with the James Bond franchise’s 50th anniversary, and the V&A’s Bowie Retrospective.
Events + Activations
Public + Media Relations
Digital + Social Media
With its editorially driven content strategy, high authority contributors and audience driving partnerships, Vintage Seekers quickly became a credible destination for 20th century furniture, design, fashion, jewellery, watches, original film posters, and fine and rare wines. Over 300 quality editorial placements were secured across print and high authority digital media including ES Magazine, Telegraph, FT Weekend, Shortlist and How To Spend It. Content exchanges with like-minded brands such as Bremont’s Magnificent Men and HR Owen’s Drive and customer data acquisition alignments with partners including The Hospital Club, Watch Finder, Wilton House Classic & Supercar Day and Dom Perignon were secured.
This multi-layered approach combined to create high levels of organic SEO, grow a 17,000 strong newsletter database, 50,000 unique website visitors a month and, importantly, drive sales.
As project managers and producers for Vintage Seekers first birthday event at the Royal Institute of British Architects (RIBA), Dust secured over 200 top flight media and VIP guests, including Cara Delevingne, Charlotte Dellal, Clara Paget, Tom Aikens, Earl of Pembroke, Bip Ling and Patrick Grant. This supported by partnerships with: Jaguar (Heritage), Fairweather Insurance, Hendrix, Billecart-Salmon, Taylors and Paxton & Whitfield.