Retail ads drive action amongst consumers of a fashion retailer


The Challenge

A successful high street fashion retailer, wanted to raise brand awareness and drive footfall to stores in key cities throughout the UK.

The Execution

In 2015, the fashion retailer ran an Out of Home advertising campaign to amplify the TV advertising that was also running for the brand. The Out of Home campaign could be seen in London Underground stations, on buses, as well as, in shopping malls. 

In order to capture the effectiveness of this campaign, we measured campaign metrics, in association with Dipsticks Research. The sample consisted of 800 female respondents aged between 18-39 years.

Test Sample: 37.5% London, 37.5% key Urban cities

Control Sample: 25% other UK cities

The Results

Recollection of the fashion retailer’s ads at Westfield shopping centre significantly impacted brand interaction, with respondents who recalled the ads being more likely to visit one of the fashion retailer’s stores and make a purchase. They also had more positive perceptions of the brand.

Fashion retailer 2 - graph showing Westfield ad

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Multiple impacts

35% of those who recalled this ad saw it more than once a week

Improved perceptions

Over three quarters (76%) of those who recalled the ad agreed that the brand has affordable clothes

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