American women have an endless amount of fashion options. J.Crew. Anthropology. Banana Republic. Ann Taylor. However, with a little primary research, AMP learned one very important thing about the fashionable female: while she is interested in fashion, she is not a slave to trends and will choose clothing that fit her individual style and make her feel happy. This presented the perfect opportunity for Boden, a UK-based clothing company known for their colorful and pattern prints. They wanted to break into the U.S. market and hired AMP to better understand the U.S. women’s wear shopper and revitalize the way they were spending their marketing dollars – moving from catalogues to custom connections.
Based on our knowledge of the audience, we focused on ways to bring the brand’s unique approach to color and patterns to life, demonstrating that a colorful attitude gives you a head-start on happiness. Our creative mantra centered around breaking away from the same-old monotone world of outfits that blend into each other, and celebrating the way Boden clothes allow you to stand out against the grey, and see the world through a more colourful lens.
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 discovers the delightfully new (via magazines like Real Simple and InStyle)
Where she vacations (reaching her through event activations in desirable destinations like Nantucket and the Hamptons)
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.