Vestiaire Collective
Driving response and awareness with BRTV
The Brand
Since its inception in 2009, luxury online resale site Vestiaire Collective has become the go-to platform for buying designer clothing and accessories at reduced prices, as well as offering an emporium of rare and coveted designer wares.
More than a
70% increase
in average daily customer sign ups
The challenge
They came to us with a view to using TV in several ways. First, we needed to reach the right audience in targeted content and introduce them to Vestiaire Collective as a concept. Second, it was essential to drive traffic to their 'closed' site, driving signups within their strict CpA. Unusually for a direct response project, branding was absolutely key, in line with the featured brands on their site.
Our Response
With a mixture of classic DR airtime on key stations for their young upmarket and female demographic, we were able to meet their CpA targets whilst also driving significant volume. We also increased brand awareness with carefully cherry-picked peak spots, for example in a handbags special episode of Liberty of London. Their requirement for on-brand content as well as efficiency did prove challenging, our chosen approach of a BRTV campaign (brand response, effectively a hybrid option between DRTV and 'branding' airtime) worked extremely well for them.
BRTV Brand Build
The results
As a data-centric company, Vestiaire Collective required us to accurately account for and predict performance. Our in-house data modelling tools worked in conjunction with client side systems to give the confidence needed to rollout to larger campaigns. Customer acquisition saw triple-digit growth and helped to quickly establish the brand as the category leader. Successful communication of the concept helped differentiate it from eBay etc. Aside from simply increasing signups and sales, the TV campaign helped the brand secure investment, leading it to grow internationally. To date the company has raised over $200m in growth funding.
"We set a tricky brief - to raise awareness, but also acquire signups within our CpA. The team [at Chase Media] managed it. We were delighted with the targeted peak they secured - it really raised our profile in the UK"
