Putting value front and centre, without sacrificing on style
Challenge
With the cost-of-living crisis looming, consumers were becoming increasingly wary of spending, particularly in fashion. For Gen Z, September is a major fashion moment as seasons change and new beginnings like Back to School and Fresher’s Week occur.
Depop came to us to support them with a campaign that would show their target audience Gen Z they could still access their favourite brands – with helpful mechanisms to stay in control of spending.
What we did
We developed a new value-based platform for the brand, ‘Save Now’, and worked closely with Depop stylists to cast and style in a way that would resonate with the subcultures and style explorers of today. We then deployed highly-targeted assets across VOD, social, and OOH that reflected the audience in the most authentic way possible – while landing the app’s spend control mechanisms at the same time.
To target a youthful fashion-loving audience, both on and offline, we pursued a cherry-picked programming strategy in VOD. We know viewing increases among 16-34s at this time of year, and we’ve learned that view time correlates with our key metric of consideration.
VOD allowed us to showcase our full AV as an un-skippable, sound-on, high attention experience. We bolstered this in YouTube, targeting Style Explorers in premium fashion environments, as well as Snapchat in short unskippable formats.
For all important Tik-Tok we used a combination of high-performing creators to tell our value story, and land the messages in a native way, right for a TikTok audience.
For that high-street presence, we used data-targeted high impact banners together with digital 6-sheets, pinpointing exact audiences based on where they socialise, coupled with competitor shopping behaviours, minimising wastage but maximising effectiveness and impact.