WINNER: JD WILLIAMS
AGENCY: Dentsu Aegis Network North
PUBLISHER: TI Media
JD Williams had identified a gap in the highly competitive fashion market, showing that women aged 50+ felt ignored by high street fashion retailers and increasingly marginalised by wider society and the media.
Kath Brown, editor of woman&home, invited JD Williams to embed themselves in an editorial initiative celebrating midlife women who were leading the way in their fields, not just through a printed magazine partnership – but in real life through a ‘live event’.
The Amazing Women Awards saw 50 women shortlisted in categories such as ‘Friendship Above and Beyond’, ‘Community Heroes’ and ‘Don’t Tell Me I Can’t’ and winners revealed at a glitzy ceremony hosted by Jo Whiley at Claridge’s.
Add to this were a series of bespoke advertorial shoots, a mentor scheme, dressing the award nominees, and a consumer event held at the Lowry Theatre, Manchester, featuring JD Williams products.
The Amazing Women Awards were a stunning success and the partnership delivered increased consideration and sales for JD Williams:
• a 75% uplift in consideration of JD Williams amongst its target audience
• a 167% uplift in those more likely to make JD Williams their primary retailer
• More than a third (38%) purchasing from JD Williams as a result of the campaign.
“Magazines put you in front of people who care about what you have to say, and for me that speaks volumes.”
Ann Steer – CCO, JD Williams (N Brown Group)
“A great example of real invention realised through a complex and well integrated campaign.”
Oliver Feldwick, Head Of Innovation, The&Partnership