Republic
Display advertising
Challenge
Republic is an urban clothing retailer, targeting fashion-conscious males and females with labels such as G-Star, Bench and their own in-house brands SoulCal and Miso.
They approached us to help them find new digital channels to drive online sales and raise brand awareness amongst their target market.
Already highly active in the search and affiliate marketplace, we were briefed to drive additional sales via new sources to www.republic.co.uk over a five week period during the run up to Christmas.
Solution
An online display campaign was chosen as the most viable mechanism by which to reach the sales and awareness targets we were faced with. We devised a straight cost per acquisition (CPA) campaign across an advertiser network, whereby we paid the publisher a set amount for every sale generated for Republic, thus removing the risk from the client that their spend would not be effective.
We developed two creative concepts (‘Changing Room’ and ‘Draw Your Head’) and executed them in multiple formats across the advertising network. All creative and media costs were factored into our overall cost per sale target to ensure a campaign delivery that would achieve its objectives.
The ‘Draw Your Head’ creative encouraged users to pick up the virtual pen in the banner and use it to draw a head. Their drawing then became part of the banner and its subsequent animation, thus creating a highly personal interaction.
The ‘Changing Room’ creative pulled externally hosted images into the Flash banner, displaying them seamlessly in a ‘door flipping’ animation. This technique made it possible to show numerous combinations of 20 tops, 20 bottoms and 5 brand logos.
Results
During the five week period, the campaign far exceeded the target sales, as well as achieving and surpassing the required cost per sale target.
The effectiveness of our strategic media planning and creative development has been proved with the exceptional campaign click-through rates (CTR), delivering in excess of the forecasted site arrivals to Republic.
The campaign won the 2009 IDM Business Performance Award for Best Use of Online Display Advertising with the judges commending “an innovative approach and strong results”, adding that we had found “a smart way to engage with target consumers by creating advertising that was fun to play with and drew audiences in”.
Click on a banner to see it in action
