Spreading the love to +55s

The one thing

The style of your life

An insight-led proposition that sits perfectly at the heart of the revitalised brand – from campaign concepts to the copywriting – to appeal to a busy, younger women (55+).

How we found
the good

Through Co-create. Listening to a lively group of women who had A LOT to say about fashion and the way it’s marketed to the over-50s. The takeaway insight was, we’re young at heart and we want clothes with personality and versatility built in.

So we gave them the lifestyle inspiration they craved. Bursting with the brand’s trademark charisma, inspired by #5WaysToWear.

Everyday Catwalk

TV, Social, Press, OOH, Digital

Enter ‘The FeelGood Coat’ and ‘The Swishy Skirt’ to our charismatic and catchy composition. These were the catalysts for endless stylish outfit combinations, with our models cat-walking out in five ways to wear each product, from The Working Late Coat to The Soy Latte Skirt.

How we freed
the good

The Cutest Cardi

TV, Paid Social, Digital, POS, Press, Blogger/Influencer

For AW21, we set off to charismatic Brighton to capture the story of how one seemingly ordinary piece of clothing changes everything. From the outfit itself to the wearer’s mood. It is The. Cutest. Cardi. EVER! So cute, one colour is not enough.

Results:
LIVE CAMPAIGN

Wardrobe Wows

TV, Paid Social, Digital, POS, Press, Blogger/Influencer

 

Step into our charismatic heroine’s dressing room. The perfect setting to try a range of outfits fit for the style of Covid life. Starring The Trail Blazer and return of The Swishy Skirt, bang on trend for a 2020 Staycation.

20%

Increase in unprompted awareness

101447_AW20 Press ads_AW
101447_SS21 Press ads_S1_AW
AW21 Press Ad_214x284mm

The difference we made

The results were staggering. The Swishy Skirt sold like hot cakes. It even dominated search results thanks to a memorable naming strategy. Sales and social targets were smashed in style. During Covid-19.


22%

Unprompted awareness uplift

33%

Over target for social reach

Dominating

Search rankings for ‘Swishy skirt’

“Despite the most challenging time in our history, we are delighted with campaign performance and the new brand direction. We are certainly shifting perceptions and appealing to a wider set of women.”

Shona Jameson, CMO, Cotton Traders