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CASE STUDY: ITV promote 'Gossip Girl' to 16-34 year old women

Provided by i-vu
ITV advertised the Gossip Girl Series on i-vu's digital screen network to promote the launch of the successful US hit series.

What was the Challenge / Background of the Campaign?

Gossip Girl is a new programme for ITV2 aimed at 16 - 34 year old females. The show is all about 'intrigue' and 'to celebrate the superficial', so the environment needs to be correct and the media needs to have the capabilities to show promotional trailers.

What was the Campaign Objective?

The objective of the campaign was to promote the launch of the hit US series Gossip Girl, which was to be shown on the ITV television channel in England. The timing of the campaign was chosen to synchronise advertising just before the series started. This was a great reminder and kept Gossip Girl front of mind!

What was the Solution?

i-vu has a network of digital interactive screens located in hair salons. A 60 second Gossip Girl advertisment was shown twice in a 45 minute loop on i-vu screens across our nationwide network. ITV booked the bronze and gold hair salons, the age demographic of 16 - 34 year olds covers 70% of these salon groups.

What were the Results?

2 x 60 second advertisements per 45 minute loop. ITV booked 1252 screens. The promotional video played 390,624 times. The estimate footfall was 282,672 which is the estimate audience who sees the advert within the salon.

What were the Key Learnings of this Campaign?

Factors contributing to its success were: frequency of the advertisment - shown twice per 45 minute loop, enabled clients to watch the advert 4 times during an average visit. Appropriate target audience of young woman aged between 16 - 34 who enjoy and can associate with the 'Gossip Girl' series. 75% of our bronze salon audience and 66% of our gold salon audience falls within this age group. Several of the clients said their clients enjoyed the advertisement and it induced conversation about the series during their appointment.

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k70% of the audience was aged 16-34. Est footfall was 282,672
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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