CASE STUDY: IPC's Cross Platform Advertising Opportunity
Provided by Time Inc. UK
Promoting Hobbs as a contemporary British fashion designer through our ad platforms.
What was the Challenge / Background of the Campaign?
As a traditional press advertiser Hobbs regularly target ABC1 women 25- 34 but were looking to develop an innovative partnership with brands that they hadn't worked with before.
The challenges were : to encourage Hobbs to use IPC brands that they hadn't used before. To come up with an innovative campaign that would engage consumers and encourage them to consider the different Hobbs' clothing ranges. To devise a campaign that we could prove was working.
What was the Campaign Objective?
To successfully launch a new, premium priced collection and create standout in a
crowded market and to promote Hobbs as being synonymous with contemporary British fashion design.
Also to showcase Hobbs' unique in-house design without compromising the loyalty of existing customers to other ranges.
What was the Solution?
The Woman & Home and InStyle teams developed a campaign to help Hobbs reach new audiences. The Woman & Home and InStyle audiences fitted well with the different Hobbs ranges making it ideal to use these brands for the launch. Hobbs ran activity with the Woman & Home and InStyle brands both in print and online.
Some of the elements of the campaign: Digital drivers sign posted to a Hobbs competition.
What were the Results?
Of those who had seen or heard advertising or information about Hobbs recently, 69% had seen it in magazines and 23% online.
Achieving cut-through the campaign was memorable to consumers. 1 in 5 Woman & Home consumers saw the Hobbs campaign in the magazine or on the website and 17% of InStyle consumers saw the Hobbs campaign in print or online.
What were the Key Learnings of this Campaign?
The advertorials were well received and consumers had a positive attitude towards them, 54% thought that the advertorials were excellent or good and only 4% thought they were poor. Improved consumers' perception
of Hobbs as a contemporary, high quality, British fashion brand and increased footfall and likelihood to purchase. Woman & Home consumers (41%) and InStyle consumers (44%) are more likely to shop at Hobbs.
Actions taken as a result of the campaign included visits to both the Hobbs website and Hobbs stores as well as 'liking' Hobbs on Facebook.