CASE STUDY: 'Get Comfortable' with Hotter and Sky Media

Provided by Sky Media
Hotter Shoes wanted prospective and existing customers to reappraise its brand and to drive online sales.

What was the Challenge / Background of the Campaign?

Going into Autumn Winter 2020, Hotter Shoes wanted prospective & existing customers to reappraise its brand & to drive online sales. Not only did Sky offer Hotter the perfect platform to launch its new, thought-provoking TV campaign, but we also enabled Hotter to reach & engage a new audience across TV & digital platforms.

What was the Campaign Objective?

Hotter's goal was ambitious, the brand wanted to empower women & encourage older women to explore what "Comfort" means to them. The powerful "Get Comfortable" brand message aimed to drive audience engagement at scale & to ultimately increase brand equity & consideration amongst WABC1 50+.

What was the Solution?

Sky wanted to elevate Hotter's TV ad out of traditional airtime & into the editorial space. To do this Sky used branded "Sky Presents" assets to introduce the 30" TVC across Sky Arts, Sky Atlantic & Sky Witness. By doing so they were able to more closely align Hotter to Sky's channel brands & increase brand equity & consideration. To take the idea further, Sky produced a complimentary series of short-form content videos & native articles for Sky News in which women aged 50+ discussed the stigmas & stereotypes associated with Ageing, Beauty, Comfort, Success & Bravery.

What were the Results?

By utilising nearly all of Sky Media's capabilities to achieve different client objectives, the campaign saw a positive shift in overall Brand Perception as well as delivery of some top-line exceptional results - +69% increase in Sky AdSmart Incremental Response Rate. Performance Solutions overall ROI was 139% and delivered revenue in excess of £500k. Brand consideration increased across all age categories (50-59yrs, 60-69yrs, 70-79yrs). Spontaneous & Prompted Awareness increased by 3pp & 6pp respectively.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details+69% increase in Sky AdSmart Incremental Response Rate
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions01 Sep 20 - 31 Dec 20DRIVE PENETRATION
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