Driving response and awareness with BRTV
More than a
in average daily customer sign ups
Increase in short term sales
in Investment secured as a result of provable growth strategy
Increase in social engagement within the first week of the campaign
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.
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
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.
Head of Marketing