Challenges and Objectives

New Look’s core ambition was to elevate its fashion credentials and drive audience reappraisal. They did this through a winter campaign launch, with a measurable goal of increasing site traffic. New Look’s key objectives focused on boosting pre-season awareness ahead of Black Friday and the Christmas peak. They also wanted to enhance brand perception and consideration across key demographics by emphasising New Look's style proposition, and strengthening brand reappraisal by shifting focus away from promotional trading.

Idea & Implementation

New Look partnered with ITVX, leveraging its 42 million registered users, to align with the Gen Z and younger demographics. This marked a cost-effective return to TV after several years, effectively showcasing their updated brand proposition to TV viewers. 

ITVX also allowed for the measurement of website visit attribution via IP matching, which helped New Look track conversions from views to orders. The strategic October launch built pre-peak awareness and action ahead of Black Friday and Christmas, amplifying their wider, digital-first winter campaign and emphasising their seasonal style credentials. They curated a targeted mix of programming, including shows that resonate with their core audience as well as broader-appeal shows to effectively extend their reach.

Targeting Strategy and Results 

Strategy:

• Reality TV, such as Love Island and Big Brother - primary placements known to resonate with New Look’s core demo

• This Morning, Good Morning Britain - broad appeal shows to make sure New Look were amplifying their message to a wide base

• British dramas like Trigger Point - added during the campaign due to strong indexing against New Look’s audience, which then showed strong performance

ITV Trading Audience Bought:

• Wide, female demographic in alignment with our broad appeal:  specifically Gen Z and millennials (18-44)

• Fashion-interested audiences

Results:

• 193k TV attributed web visits: 5.23% view to visit conversion rate (40% above platform average).

• 170k TV attributed add to baskets showing the high intent of those web visits driven by ITVX

• 5k TV attributed purchases: Strong performance across the first 3 days of post ad exposure for attributed orders with 27% of ITVX attributed orders happening same day

• £177k TV attributed revenue, with a £2.1 ROAS

Client Quote

“The campaign was the perfect complement to our winter brand launch. It successfully achieved its dual objectives of driving performance while building longer-term awareness across our core demographics. ITVX allowed us to effectively target our base through contextually relevant programming, amplifying our fashion credentials to a wide viewer base. We were delighted with the results and strength of partnership offered by the team at ITV”

Thomas Charlwood, Senior Performance Marketing Manager New Look