Matalan was seeking a way to stand out in a crowded market. Being out-of-town often meant being out-of-mind, so they wanted ways to give customers compelling reasons to shop, whilst increasing fashion credentials.
Fashion purchases are influenced by 3 key factors: the brand's fashion credentials, influencer recommendation and celebrity endorsement.
The challenge for 2017/18 was about creating business. We would develop 'The Show' to a broadcast quality format, featuring a far greater range of celebrities and influencers showcasing a broader product range, demonstrating value and driving sales.
18% Rise in TV ROI since the start of the campaign in 2016
13% Rise in ad recognition (at an all time high)
5% Rise in advertising awareness
We saw a real step-change in Year 2 with the creative refresh; driving key messages around product and value whilst pushing awareness to their highest level in 6 years.Vicki Troman, Senior Comms Strategy Manager