Based on our knowledge of the audience, we focused on ways to bring the brand’s unique approach to color and patterns to life, demonstrating that a colorful attitude gives you a head-start on happiness. Our creative mantra centered around breaking away from the same-old monotone world of outfits that blend into each other, and celebrating the way Boden clothes allow you to stand out against the grey, and see the world through a more colourful lens.
Instead of trying to compete with the media war chest of Banana Republic and Ann Taylor in traditional media vehicles, we outsmarted vs. outspent our competition to focus hyper-locally where ‘Kate’ lives. We focused on creating a national feel but with a localized, impactful, virtually waste-free approach.
Ultimately, our integrated, and frequency-based media strategy led us to the idea that wherever ‘Kate’ was, we would go too, and only in a way that was uniquely Boden.
With brand awareness and sales serving as primary objectives, the Splash of Happy campaign delivered in a big way. In a tough year for retail growth in the U.S., when competitors has flat and even declining awareness and sales measures, Boden made significant strides.