WINNER OF THE 2017 INTERNATIONAL MARKETING AWARD - Best Real Time Activation.
Matalan wanted to change its perception of being an outdated discount retailer and increase awareness of their stores on the high street, so turned to marketing to transform them into the go-to place for stylish family fashion and lifestyle advice.
The answer came in the form of Matalan: The Show, a series of 17 reactive broadcast-quality branded content programmes featuring writers from fashion titles, such as Marie Claire. Each 12-minute episode saw Denise Van Outen sit with famous faces such as Alesha Dixon to discuss fashion and lifestyle topics, while fashion journalists provided expertise and style bloggers added influencer marketing. Episodes were hosted on ITN & Matalan’s website and YouTube channel, and promoted on their Twitter and Facebook accounts.
In total, seven million people have watched The Show, equating to a stunning 178,000 hours of content. After watching, 45% of viewers visited Matalan on the strength of seeing something they liked, resulting in a 69% increase of online sales.
• 780 million impressions across the ITV Network.
• Seen by 90% of female audiences on average 17 times
• An increase of unique site visits from 600,000 to 3.2 million a week.
• Store footfall which finished 2017 12% above the national average whilst beating it’s two year plan.
• Views of the Show content online 15.4 Million
• 62,000 hours of The Show watched on YouTube alone
• Website, Social Media and store VM Overhaul.
Matalan was looking for a way to cut through the marketing noise and stem their dwindling footfall. Simon Lee came up with the idea of Always On a new content-led partnership with ITV, ITN and Time Inc. UK. Always On goal is instead of the usual seasonal advertising to have a constant conversation. We worked on the usual website redesign, content strategy, packaging, catalog, visual merchandising and point of sale, but also offered a new string to tour bow with the Matalan TV show. Based on The View the partnership sees Matalan broadcast bi-weekly bespoke fashion and style TV shows.
We also created a bespoke multi platform - including promotional features, editor’s picks, trend reports and cover promotions - across Marie Claire, InStyle, LOOK, Now, Woman, woman&home and Ideal Home. We also got exclusive access to Time Inc. customer data and audience insight to drive consumers to Matalan’s website. A total site redesign and brand positioning.
ITV broadcast thirty second airtime trailers with Denise, which direct viewers to watch the show at Matalan.co.uk, and air in ad breaks in key programmes including Coronation Street, Ant & Deck and The X Factor across ITV, ITV2, ITVBe and ITV Encore.
The first show launched on Matalan’s website, app and YouTube channel on Monday 5 September 2016 and as off November 2017 we are currently on episode 17.
Since the launch of Always On Matalans footfall has not only stopped declining but in 6 month is beating plan and also beating the two year plan with conversion at a all time high.