Brown Thomas was experiencing a decline in the sale of sunglasses of 6% year on year. Traditionally their budget allocation was towards traditional media (print and direct mail) however, more and more of their target customer was now online. Our challenge was to cut through the online noise in a unique and engaging way to reach this target customer. We also needed to promote their unrivalled selection of designer sunglasses, on a low budget, while not compromising on production values to ultimately drive footfall and increase sales.
We brought this campaign to life by using a new video app, Vine, in an innovative way. We took the 6 second Vine video that was shot on an iPhone and repurposed it for use in a display ad thereby creating a cost effective rich media ad without compromising on quality. It was the first time Vine was used in a display ad in Ireland.
increase in sales across Group
Brands showcased in digital campaign were best sellers
Average Interaction Time was 10.15 Seconds - 2 times the Industry Average
8.4% interaction rate (industry average 7%)
Best Retail Campaign at Digital Media Awards 2014