The British Are Coming...Again (This Time, With Style)
As a less well-known clothing brand in the U.S market, Boden was arriving to the party late - fashionably late that is. Therefore, AMP needed to make a big, colorful splash in the women’s clothing market to help Boden’s bright, cheeky brand shine among the muted challenger brands, while more effectively spending modest dollars that were tough to rival against competitor budgets.
To assess where we stood, we conducted a national online survey that evaluated the current state of Boden’s brand health, as well as competitive brands, to identify purchase intent and brand perception. We also conducted exploratory research through shop-alongs and closet audits to deeply understand what drives and motivates key consumer’s purchase decisions and emotional connections to fashion brands in the category. Our insights identified three opportunistic audiences, Kate, Katie, and Katherine - whose custom built personas served as the foundation for all creative and messaging strategy as well as our media recommendations.
Instead of trying to compete with the media war chest of Banana Republic and Ann Taylor in traditional media vehicles, we outsmarted vs. outspent our competition to focus hyper-locally where ‘Kate’ lives. We focused on creating a national feel but with a localized, impactful, virtually waste-free approach.
Ultimately, our integrated, and frequency-based media strategy led us to the idea that wherever ‘Kate’ was, we would go too, and only in a way that was uniquely Boden.
Where she vacations (reaching her through event activations in desirable destinations like Nantucket and the Hamptons)
All brand media was negotiated to allow ‘Kate’ a truly understand the brand essence: ‘We are more than clothing. We are a state of mind. And nothing would make us happier than to make you happier.’
With brand awareness and sales serving as primary objectives, the Splash of Happy campaign delivered in a big way. In a tough year for retail growth in the U.S., when competitors has flat and even declining awareness and sales measures, Boden made significant strides.
71% Increased Brand Awareness
8% Sales Increase YOY *best sales year in US