Audience RepositioningDownload PDF
Warehouse have been building genuinely smart, connected fashion experiences since 1976.
Customers are loyal, but the brand needed an injection of new customers.
Introducing Style Me If You Can
Repositioning brand perception across multiple digital channels. AW13
‘Ambitious Stylists’ should be shopping at Warehouse. Fact. With roots in the British Fashion Council it was high time these trend setting, multi-device consumers took notice. Plus, Warehouse rolled out a 90 minute delivery service, a compelling USP for our fast paced target audience.
To connect with their loyal, existing consumer base, a competition was launched giving them the chance to style their own Warehouse campaign.
The 9 winning entries came to life through videos released every 90 minutes across a dedicated landing page and the Warehouse YouTube channel.
The featured clothes were available to purchase.
We had reams of impactful video content to package into a 30 second trailer and video ad banners. Now it was time to start connecting Warehouse with their new target audience – the ‘Ambitious Stylist’.
We identified 4.9 million ‘Ambitious Stylists’ through cluster targeting:
Facebook – Females aged 18-35 with Domain Ads, Like Ads and Sponsored Stories. Ad copy included a mix of brand and SMIYC campaign messaging. Overlayed with a list of 317 high-fashion bespoke keywords across desktop, tablet & mobile.
YouTube TrueView – Females aged 18-35 interested in the broad category of ‘Fashion’ alongside 681 bespoke keywords. Using TrueView to showcase the Style Me If You Can trailer across In Stream, In Display and In Search ad formats.
We used desktop, tablet & mobile device targeting.
Programmatic Video – Handpicked an elite UK fashion white list, which showcased the Style Me If You Can ad unit around relevant content. The ad unit included social links to tie the campaign to the other two digital channels. The specific decision to steer clear from semantic targeting was put in place as Warehouse had to be to be surrounded not only by the right content, but also best in breed fashion photography.
35,319 new fans
87% of paths to sales started with Facebook.
Page post ad after the new connections were recruited resulted in a 68% higher basket value than the average customer.
Display Video Results
7% engagement rate
91,385 video views
Average user watched 69% of the video
25% of ads were bespoke dropdowns
16,125 clicks to site (5%) of all views
Average user watched 75% of the video
216,357 organic views
1 industry award+ 9 nominations
More Media Work
Belstaff Here Be Dragons
Brand Awareness & Direct Response
The Children’s Society
Moroccan Tourist Office