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CASE STUDY: and America's Next Top Model on LIVING

Provided by ids sponsors LIVING's top rated programme to increase it's public profile.

What was the Challenge / Background of the Campaign? is an online clothing store which originated as As Seen On Screen, copying celebrity styles, but now offers a wide range of clothing and accessories at all price points. The site has grown rapidly to become the second most visited online clothing store in the UK, behind Previous advertising had been limited to women's press in titles such as Grazia.

What was the Campaign Objective? required an advertising campaign which pushed the brand to the forefront of consumers' minds, heightened awareness, drove more traffic through the website and ultimately generated more sales.

What was the Solution?

ids worked with to arrange the sponsorship of America's Next Top Model on LIVING for three months spanning Jan-Apr '07. The combination of fashion-orientated editorial environment & LIVING's top rating programme offered the opportunity to greatly increase its public profile. A competition also ran on for chances to win pairs of Rock&Republic jeans. fully integrated its sponsorship of Americas Next Top Model nationally across the media mix, using promotional airtime, an outdoor poster campaign, flyers, in-salon broadcasts & online.

What were the Results?

Brand awareness among LIVING viewers rose by +53% over the 3 month campaign. Positive brand perceptions increased over the 2 waves. Those seeing the sponsorship were 144% more likely to agree that is a sexy brand, 58% more likely to agree that it is stylish & 26% more likely to say it is fashionable's sales in the first quarter of 2007 were + 111% YOY The sponsorship reached 5.8 million individuals. Those who recalled the activity were more positive about the brand on every attribute tested. They were also much more likely to have visited

What were the Key Learnings of this Campaign?

Between the pre and the post stages of the research, traffic through the website increased by +13% and claimed likelihood to visit the site within the next 6 months increased by almost +50%. Of those who were exposed to's advertising, 6 in 10 said they intended to visit the website in the next 6 months.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWomen 16-34
16 - 24
25 - 34
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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