CASE STUDY: ROCO - Dressed for Success

Provided by Guerillascope
Guerillascope were tasked by Roco Clothing to develop a new, data-driven TV campaign that would run over the summer.

What was the Challenge / Background of the Campaign?

Guerillascope has worked with Roco Clothing, one of the UK's leading retailers of children's quality formal wear, since 2016. In early 2019 the brand tasked us with developing a new, data-driven TV advertising campaign that would run over the summer.

What was the Campaign Objective?

Deliver increases in traffic and sales on Elevate brand awareness.

What was the Solution?

Guerillascope's response to the brief was a strategy that provided a pathway to Roco's key audience demographic, housewives with children. This resulted in a plan centred on ITV Breakfast's Good Morning Britain and Lorraine, as well as spots on channels such as E4, TLC and ITV2. To boost campaign efficiency, we also targeted specific programming, including Don't Tell the Bride and Say Yes to the Dress.

What were the Results?

Compared to Summer 2018, when the brand was off air, the summer months of 2019 drew a 200% rise in the number of impressions on Google search. More specifically, organic clicks under the 'Roco' key search term increased by 71%. This contributed to a 16.48% increase in sales through the Roco website. On average, each TV spot aired generated a 49% uplift in web traffic. Using Adalyser to track performance, we reduced the Cost Per Visit from Good Morning Britain and Lorraine to £2.24. 34% of all web visits ultimately came from these two shows.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
0 - 9Both
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All Regions01 Jun 19 - 30 Aug 19INCREASE SALES
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service