CASE STUDY: Debenhams outsmart their competitors at Christmas

Provided by Time Inc. UK
Debenhams ditch TV for magazine advertising to out manoeuvre big spending competitor.
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What was the Challenge / Background of the Campaign?

With Christmas being the most competitive but most important time for retailers and M&S producing celebrity laden TV commercials, Debenhams decided to invest wholly in print. To reach their target audience of women between 25-54 they injected much of their budget into magazines. Carat elected for display advertising in weekly and monthly glossy and celebrity magazines and supplements. Independent research noted 57% unbranded recognition of the campaign, beating both Next and John Lewis who were additionally on TV and increasing store footfall. Find out more...

What was the Campaign Objective?

Debenhams needed to drive cut-through in a busy, competitive marketplace and outdo its major competitor, M&S.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Women aged 25-54 years old.
25 - 34
35 - 44
45 - 54
Female
ABC1
C2
Main Shopper
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearINCREASE LOYALTY
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