Traditionally, Hillarys are dependent on direct tactical activity, focusing purely on performance advertising, including DRTV and door drops. Brand building communications had taken a backseat and stand out was becoming increasingly hard.
In order to drive purchase intent, Hillarys needed to first grow consideration and appeal across a wider audience. Out strategy was to focus on brand building channels to take control of the narrative and change consumer perceptions.
Using TV as a key driver, we embarked on an extensive C4 sponsorship of all home content including Hillarys’ very own bespoke commissioned content. Running in great contextual and peak spots, the campaign was amplified and across Digital Display, VOD and print – partnering with Time Inc and Hearst to tap into their portfolio of expertise across key home interest titles.
Through a fully holistic, integrated media strategy we successfully revitalised Hillarys’ brand image, shifting consumer perceptions and attracting both new and existing audiences.