Hotter Shoes wanted prospective and existing customers to reappraise its brand and to drive online sales.
Going into Autumn Winter 2020, Hotter Shoes wanted prospective & existing customers to reappraise its brand & to drive online sales. Not only did Sky offer Hotter the perfect platform to launch its new, thought-provoking TV campaign, but we also enabled Hotter to reach & engage a new audience across TV & digital platforms.
Hotter's goal was ambitious, the brand wanted to empower women & encourage older women to explore what "Comfort" means to them. The powerful "Get Comfortable" brand message aimed to drive audience engagement at scale & to ultimately increase brand equity & consideration amongst WABC1 50+.
Sky wanted to elevate Hotter's TV ad out of traditional airtime & into the editorial space. To do this Sky used branded "Sky Presents" assets to introduce the 30" TVC across Sky Arts, Sky Atlantic & Sky Witness. By doing so they were able to more closely align Hotter to Sky's channel brands & increase brand equity & consideration. To take the idea further, Sky produced a complimentary series of short-form content videos & native articles for Sky News in which women aged 50+ discussed the stigmas & stereotypes associated with Ageing, Beauty, Comfort, Success & Bravery.
By utilising nearly all of Sky Media's capabilities to achieve different client objectives, the campaign saw a positive shift in overall Brand Perception as well as delivery of some top-line exceptional results - +69% increase in Sky AdSmart Incremental Response Rate. Performance Solutions overall ROI was 139% and delivered revenue in excess of £500k. Brand consideration increased across all age categories (50-59yrs, 60-69yrs, 70-79yrs). Spontaneous & Prompted Awareness increased by 3pp & 6pp respectively.