Littlewoods - Delivering hard working retail campaigns
The strategy of ‘make them cry, make them buy’ was at its peak amongst Christmas retailers, it was a proven tactic. But Littlewoods shoppers tended to be mums who work hard each Christmas compromising their own needs to bring joy to the rest of the family, so being the antidote to this and fuelling optimism and celebration felt vital.
The brief had a number of considerations. We needed to appeal to the whole family, build a creative vehicle which could serve as a hard-working retail campaign, utilise Littlewoods brand ambassador (Myleene Klass) to land the brand message and ensure a strong focus on selling product lines.
The theme of pantomime was chosen, to help land the proposition, ‘making your Christmas wishes come true’, and the creative was designed to enable hard-working communications across the ecosystem, with a focus on hitting the right DROI targets.
To enable stretch with the creative work (and budget), we planned the shoot with meticulous detail, ensuring every consumer touchpoint was catered for. We delivered TV, print, digital, experiential, and various owned media touchpoints. Additionally the campaign included a partnership with ‘I’m A Celebrity Get Me Out of Here’ and a sponsorship program with the Ambassador Theatre Group. To allow for the delivery of this fully integrated campaign in the most efficient way possible, I implemented a new way of working to allow all creative to be centralised. This not only streamlined processes for the client, but it increased agency revenue on the account by 40%.
The result was a shamelessly fun campaign featuring Christopher Biggins as the comedy dame and Myleene as the genie. It worked. DROI was up throughout the golden quarter and product lines flew off the shelves.
The brief had a number of considerations. We needed to appeal to the whole family, build a creative vehicle which could serve as a hard-working retail campaign, utilise Littlewoods brand ambassador (Myleene Klass) to land the brand message and ensure a strong focus on selling product lines.
The theme of pantomime was chosen, to help land the proposition, ‘making your Christmas wishes come true’, and the creative was designed to enable hard-working communications across the ecosystem, with a focus on hitting the right DROI targets.
To enable stretch with the creative work (and budget), we planned the shoot with meticulous detail, ensuring every consumer touchpoint was catered for. We delivered TV, print, digital, experiential, and various owned media touchpoints. Additionally the campaign included a partnership with ‘I’m A Celebrity Get Me Out of Here’ and a sponsorship program with the Ambassador Theatre Group. To allow for the delivery of this fully integrated campaign in the most efficient way possible, I implemented a new way of working to allow all creative to be centralised. This not only streamlined processes for the client, but it increased agency revenue on the account by 40%.
The result was a shamelessly fun campaign featuring Christopher Biggins as the comedy dame and Myleene as the genie. It worked. DROI was up throughout the golden quarter and product lines flew off the shelves.
Following this success, work immediately started focusing on the Spring/Summer campaign ensuring sales remained high throughout the year.
Agency: St Luke’s Communications
Director: Michael Gracey
Production Company: Partizan
Media Partner: Vizeum & OMD
Talent: Myleene Klass & Christopher Biggins