Next: Autumn/Winter
Key Takeaways:
- Future’s custom content positively impacted preference, recommendation and purchase of Next. The Marie Claire, Woman & Home and Who What Wear features generated over +100% lifts in “exciting,” “self-confident,” and “surprising” perceptions of Next.
- The campaign positively impacted purchase consideration – 90% of respondents who saw the campaign are more likely to purchase Next.
- Over 4-in-5 exposed to Future’s custom content agreed that Next is a brand for people like them and that they would recommend Next, both seeing significant uplifts from unexposed.
- Future was successful at encouraging action as nearly all exposed respondents either did or intended to take action due to the campaign, with 57% having looked for Next in store.
The Challenge:
Next were keen to engage with a female, 25+ audience to enhance their credentials as a key fashion destination. They were keen to specifically centre this around two key pillars:
- That Next carries all the latest trends relevant and attractive to this audience
- Next is THE destination for the key Autumn/Winter season
The Plan/Execution:
Future deployed a range of executions across multiple formats and channels to showcase Next’s Autumn/Winter range, and credentials with the target audience.
The creatives spanned various formats including print advertorials, digital display ads, and an online article on Marie Claire, all promoting Next as a source for stylish and comfortable fashion with an emphasis on versatility and affordability.
The online article, entitled “I’m a fashion editor and I’ll be heading to this brand and this brand only for all my AW style needs,” performed particularly well.
The content often highlighted specific items, prices, and features the Brazilian model Catarina Guedes in the campaign.
Several pieces emphasised cold-weather or sophisticated style, such as blazers, knitwear, and boots, created a layered and warm campaign that met Next’s objectives.
The Results:
The campaign was highly successful in aligning Next’s AW collection and fashion destination credentials with Future’s premium women’s lifestyle brands; WhoWhatWear, Marie Claire, and Woman & Home. Clearly, the campaihm resonated strongly with Future’s fashion passionate audiences.
Some headline metrics illustrate this:
- 75% recalled the ads
- 84% average attention score
- +60% preference increase
- 57% looked for Next online
- 96% took or intended to take any action
- + 64 claimed purchase increase
