Turning traditional stereotypes on their heads and saluting the fabulous attitudes, passions and ambitions that make these women’s lives so colourful, in partnership with JD Williams, we helped the brand unveil a full revamp and launch. With an overarching campaign strategy to present maturity, not youth, as something to aspire to, we developed a 60 second and 30 second TV advert that included an extensive newly shoppable range of autumn fashion, accessories, home ware and beauty products.
The production followed extensive insight research into the attitudes of their target audience, +45 women, and their attitudes towards maturity, choosing to celebrate this life stage that is otherwise all too often ignored by the retail fashion industry.
The campaign, formally titled “The Lifestore” will reach women across the full gamut of touchpoints including: A bold TV commercial which, through live TV and online, will deliver 181 million impressions, and reach 91% of our target audience. Print executions that celebrate key moments in women’s lives, reaching almost 50% of the brands entire target audience. An innovative digital outdoor campaign that responds dynamically to the environment around it. And a high-profile media partnership with Time Inc.
Additionally, we teamed up with key editors and influencers to form our very own ‘Colour Council’, who have inspired and enabled like-minded women through social media, with 7.3 million engagements planned to occur on Facebook alone.
Within a few weeks of launch, the campaign resulted in JD Williams having one of their best trading days ever, further proof of their successful transformation from a mail order business to a leading online retailer.