Challenge & Objectives
Cotton Traders is a British clothing and footwear retailer targeted at adults 50+ . The purpose of the campaign was to reposition the brand to appeal to younger 55 – 69 women, without impacting existing customers. The ambition was to strengthen Cotton Traders total market share from key competitors, increasing overall motivation for ABC1 Women 55-69 year olds to purchase by 25%. It was essential to create a solid brand response campaign in order to drive an uplift in sales online, in-store and by phone.
Idea & Implementation
Cotton Traders used ITV West, Meridian East, ITV Wales and Granada as test regions, the brand had a good indication these key areas would receive a positive uplift in sales performance. As Cotton Traders wanted to reach a new younger audience, the majority of ITV activity was placed in peak airtime. To maximise coverage ITV used an array of content that converted well for the target audience, programmes included Who Wants to Be A Millionaire, ITV News, Judge Ringer, Loose Women & Catchphrase.
Targetting Strategy and Results
Affluent female audience aged 55 - 69
ITV main channel only campaign
Region tested: ITV Granada, ITV West, ITV Meridian East & ITV Wales
ITV Trading Audience Bought
Adults/ ABC1 Adults
Total of 362 spots across the 6 weeks
reaching 42.4% (1.8m) ABC1 Women
OTS = 4.3
Campaign < than £100k
46% Online and retail stores sales performance was +46% during the campaign in the test regions.
5.2% Existing customers trade was +5.2% against expectation when compared to control region, meeting objective of brand repositioning without alienating the core customer audience.
62% Global website traffic +6% during the campaign, test regions +62% when compared to control region.
“ITV gave Cotton Trader the ability to regionally target locations which allowed us to test our brand response strategy and repositioning campaign in advance of national roll out. It enabled the Marketing team to conclude the Board’s challenge on the true incremental value of TV advertising and has given us confidence to move forward with a national campaign”.Shona Jameson | Chief Marketing Officer