CASE STUDY: IPC&Celebrity Partners Establish Credibilty For TU
Provided by Time Inc. UK
'Wear It Your Way' campaign showcased TU's versatility and style credentials
What was the Challenge / Background of the Campaign?
TU's audience are normal women who want to feel on trend but aren't sure how to work the styles. We wanted to position TU with a distinct identity, desirable but also down- to-earth, so that they become the go-to brand for everyday style solutions.
What was the Campaign Objective?
Build awareness, encouraging Sainsbury's female customers to browse the full TU range. Key is
bringing to life TU clothing in a way that reflects different people's personalities and sense of style
which will in turn drive purchase. The aim is to establish TU as a credible clothing brand.
What was the Solution?
'Wear It Your Way' - We partnered TU with celebrities (Lisa Faulkner, Louise Redknapp, Kate Garraway and Heidi Range) who showcased how they would wear one hero piece for 4 different occasions, elaborating on how they would style their outfit for specific events.The aim was to showcase TU's versatility and how well it fits into people's busy lifestyles.
It featured in the print and online fashion pages of Now, Look and Woman, with the websites live during the same dates as the print to double the impact.
What were the Results?
IMPACT OF THE CAMPAIGN: The celebrities drove interest to the campaign: at least 6 in 10 found the campaign informative and memorable, with 73% describing it as interesting.
ACTION: There was icreased current (+16%) and future (+19%) purchase consideration
whilst 41% were more likely to say they would recommend TU to a friend. After seeing the campaign, 41% looked for the clothing in-store and 1 in 5 visited the website.
What were the Key Learnings of this Campaign?
Ad awareness is driven by eye catching advertising: those exposed were 71% more likely to remember seeing TU advertising. The campaign changed perceptions of TU: 6 in 10 agreed it made them think more positively about TU at Sainsbury's clothing. Choosing relatable celebrties who could demonstrate the versatility of the brand gave credibility to the campaign. TU is now seen as more credible & trusted: Those exposed were 58% more likely to agree "TU is a brand I love and trust" and 70% more likely to say that the brand is accessible and understands their clothing needs.