An aggressive strategy took the brand to number one in the sector
From start up to
£1m per month TV spend
in 6 months
Used as part of our strategy
The challenge was two-fold: How do you get brand awareness quickly, from a standing start, in one of fastest growing categories ever?
By adopting a weekly test and refine approach we quickly understood what worked, and what didn't. We then rolled out the refined strategy in a large scale, even making deals in some cases to be in every break on key stations - effectively blocking the competition in this fast-moving sector. A hyper-targeted sponsorship on ITV - Dickinson's Real Deal - gave the brand the instant credibility it needed when asking customers to send in their often very valuable items. The combination of efficient DRTV airtime and perfect fit sponsorship ticked all the boxes. After the UK launch we also handled the company's TV buying across several other countries.
TV spend across both DRTV and sponsorship grew exponentially (literally) in order to capitalise on the performance. Our aggressive strategy took the brand to number one in the sector and kept it there until the trend eventually plateaued. We then repeated the success in Denmark, Norway, The Netherlands and Finland.