This Is The Jacket
Superdry needed to be relevant and easy to buy at the crucial retail trading times of Black Friday, Cyber Monday and Christmas.
The question: how could it drive purchase, not just brand appraisal? The answer: “This is the jacket”. A multi-channel campaign built around a key consumer insight; in winter you spend so much time wearing your jacket that it becomes part of your identity.
Our long-form film showcased the brand’s range of jackets, while a voice over by Grime artist Paigey Cakey provided the commentary, cementing the message all the while that “this is the jacket”.
We turned to YouTube as a platform that could not only reach the desired audience, but do so cost effectively.
It was also important to Superdry to understand the full impact that online video advertising had both online and in-store.
By integrating Google’s store visit conversion measurement with location data, Superdry could assess the impact of the video activity on footfall and sales. The campaign achieved a fourfold return on its YouTube spend.
Other elements of the campaign included partnerships across lifestyle, sport, music and fashion content creators, as well as a series of videos and partnerships with key media – ensuring that the campaign resonated across all routes to market and could be used effectively by franchise partners.