3. Building Demand 

 

The Summer months saw the peak in the trend as kimonos became one of the season’s ‘must have’ items. We launched activity across channels that would intensify and focus this demand for Kimonos specifically onto the New Look product range. With interest at an all time high, short fuse calls to action would become increasingly effective, as would helping New Look to channel existing online conversations onto the brand.

 

 

3.1 Short fuse calls to Action

 

Sale

 

A strategically timed on-site sale was launched by New Look to coincide with the peak period of interest. PPC ads were produced to help capture the attention of customers looking to make a quick purchase. 

 

 

Fueled by the momentum of the trend and New Look's strategic promotion, July and August had the highest PPC conversion rates and were also the largest overall sale driving months of the year for kimonos too. 

 

Riding the crest of the wave in terms of interest, we launched direct response campaigns across other channels too. 

 

Social, Display & Video Creative

 

We launched paid social activity across Facebook and Twitter focusing around the Kimono product range. These posts performed strongly in terms of CTR and overall clicks, but also in winning the brand new followers.

 

Banner activity also ran across relevant networks such as Hearst, IPC and Premium female sites including Grazia, OK!, Heat, Closer and Glam, ensuring that these audiences would continually associate New Look with Kimonos. 

 

Click to enlarge.

 

 

3.2 Winning Conversation Share

 

Content

 

We used two major content campaigns to build further awareness of the New Look product range - a Fashion Festival timeline and a Holiday Personality quiz. Both projects would encourage followers of New Look’s blog to engage with infographics by choosing preferred styles in order to receive personalised product recommendations.

 



Influencer Outreach


We launched Vlogger campaigns to help increase the exposure of New Look’s product range. These user-generated campaigns boosted the impact of direct response channels by ensuring that influential fashion bloggers and vloggers were providing extra exposure to a relevant follower base and again, bringing those with an interest in the trend back to discussing New Look products specifically. 


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PR

 

During the peak of the Kimono trend, the kimono campaign had become successful enough to be newsworthy. New Look’s success in brand association with Kimonos gained national coverage with the Guardian, the BBC, and the Daily Mail (among other publications), referencing New Look as having inspired the summer Kimono trend, selling 40,000 a week.