Case Studies
Craghoppers
Brand Re-launch
Having previously conducted only a minimal amount of advertising, the outdoor clothing brand Craghoppers wanted to re-launch to both refresh their image and to educate new and existing consumers about their brand.
We began by profiling their database, to identify and understand their current core consumers, and gained insight into brand perceptions via a brand survey. This showed a clear need to cover a London audience in addition to the national campaign.
Our solution for Craghoppers was a fully integrated multimedia campaign which had both creative and strategic synergy across Press, Outdoor and Online. This included quality national press supplements, advertorial promotions and London Underground activity in the form of digital escalator panels and cross track 48 sheets. Online we used behavioural targeting, across quality press sites, and ensured a strong presence on popular travel websites.
The campaign was a complete success and although it was Brand focussed, sales also saw a visible uplift and there was a substantial increase in web visits.
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