CASE STUDY: IPC and Clarks - Multi-Platform Campaign
Provided by Time Inc. UK
Using the power and influence of IPC brands across print, online & in-store, Clark's establsihed itself as vibrant and stylish
What was the Challenge / Background of the Campaign?
Many women acknowledge the comfort of Clarks shoes as well as the brand's shift towards style showcased in it's vibrant and exciting ads. So what is stopping them from committing?
Due to the broad customer base, Clarks' in-store experience has to cater for a wide range of consumers. That safer environment could be said to be at odds with the vibrant, exciting ad creative that Clarks produce.
What was the Campaign Objective?
To change people's perception of Clarks from frumpy to stylish and target a female audience who would not compromise style for comfort, but would love fashionable shoes that provide comfort.
To build aspiration and desirability into the Clarks brand, whilst retaining existing core consumers.
To ensure consistent brand behaviour & experience for the consumer.
To drive consumer interest and engagement particularly at 3 key areas: Workwear (changing perceptions), Boots (asserting expertise) and Festive (raising awareness).
What was the Solution?
To immerse women in the world of Clarks within an innately stylish context - with a communication focus on 'Effortless Style' - so that when they go in-store they are already excited and in a new frame-of-mind. It was important to ensure this unique immersive experience was consistent across all platforms, including the in-store environment.
The power of IPC's fashionable brands was used to align Clarks with the coolest, most creative independent retailers out there.
See attachment for details of Print, Online, In-store and Clark's Ambassador Programme
What were the Results?
AWARENESS: People were 41% more likely to remember seeing Clarks advertising
ACTION: Went from being the 2nd most-purchased shoe brand (behind Next) to no.1.
Consumers more likely to say they would consider buying Clarks in the future, including for themselves (+49%), their partners (+48%) and children (+29%)
What were the Key Learnings of this Campaign?
Increasing staff knowledge, drove sales. Staff were more confident in providing style advice with a 47% uplift in knowledge about 2013's Autumn/Winter trends. 3 in 5 said our campaign made them think more positively about Clarks. Positive word association with the Clarks brand saw a significant uplift: (Fashion +80%, Inspiring +120%, Young +76%).