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Fashion & Beauty

markettiers4dc

CREDENTIALS & CASE STUDIES


OUR ROLE FOR BRAND ● Bring to life through broadcast communications brand and corporate messaging ● Ensure best use of fresh and existing collateral ● Provide ongoing consultancy and support ● Create and develop key themes / creative story-lining ● Secure extensive coverage within broadcast media


OUR EXPERIENCE ● Over 15 years experience providing broadcast consultancy and coverage to the UK communications industry ● Over 22,000 items of editorial radio and online coverage generated in 2009 ● PR Week Award winners in 2007 and 2008 for Best Use of Broadcast and Best Live Brand Experience respectively ● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities ● Founding broadcast partner of the CIPR ● PR Week vodcast producer and IAB podcast partner ● Member of the IAB Video and Social Media Council ● Recognition of our success comes from more than 93% client retention ● Regularly consult with fashion and beauty brands including Harrods, L’Oreal, Avon and Bravissimo ● Leveraged opportunities for a number of brands at events including Clothes Show Live, Paris and London Fashion Weeks and Eve Style Show

HIGH STREET FASHION BRANDS WE HAVE WORKED WITH


CONSULTANCY

BROADCAST APPROACH On every project, regardless of size, the most appropriate members of the core team of 24 broadcast media consultants engage with the client to establish key aims and objectives and discuss potential issues and solutions. We then seek specialist input across the relevant sectors and specialists within markettiers4dc – the TV, radio and online media liaison teams; our digital and technical services department; and our audio/visual production unit to inform our strategy development.   Most importantly, all those teams also have input in terms of the campaign creative. We will develop original angles to deliver the campaign objectives and capture the interest of the target media.

PRODUCTION & MEDIA RELATIONS: ● Broadcast interviews (Radio, TV and online)

● Audio feature/podcast ● Video feature

THROUGH THE LINE

● Promotions ● Sponsorship ● Vignettes ● Live read activity ● Brand funded programming

● B Roll ● WebTV programming ● Competitions (Radio and online)

● Viral development ● Newsbites ● Outside broadcasts

RESEARCH

EDITORIAL

OUR SERVICES

● Story angle creation ● Consumer and B2B research (UK and Global)

● Online focus groups


FACILITIES IN-HOUSE PRODUCTION FACILITIES ALLOW US TO CREATE AUDIO AND VIDEO BROADCAST QUALITY CONTENT QUICKLY AND COST EFFECTIVELY.

5 STUDIOS

3 EDIT SUITES

10 IN-HOUSE PRODUCTION STAFF


CASE STUDY UNIQLO & JIL SANDER STRATEGY

CAMPAIGN AIMS

To launch the new Jil Sander collection at Uniqlo we produced a video with the head buyer from the London store to talk at length about the quality and design behind the range. This was sold in editorially and aggregated to targeted websites.

● To create a news video feature announcing the Jil Sander/Uniqlo partnership

COVERAGE ACHIEVED

● To encourage purchase of highlighted products

We achieved coverage on over 10 key female focused sites including Grazia, Heat, Look, Get Lippy, FUK, Company Mag, Female First, Style Bible, Yahoo!, Supanet and MSN.

● To drive traffic instore and online

MECHANICS ● Video Feature ● Online Competitions

BEAUTY & THE DIRT CHECK OUT JIL SANDER FOR UNIQLO

GRAZIA JIL SANDER FOR UNIQLO LOOK JIL SANDER’S + J COLLECTION FOR UNIQLO DEBUTS TODAY


CASE STUDY M.A.C COSMETICS STRATEGY

CAMPAIGN AIMS

M.A.C Cosmetics is the official sponsor of London Fashion Week. Our brief was to amplify this sponsorship and bring London Fashion Week to the regions. We worked closely with M.A.C to create a broadcast campaign that offered insider advice about the latest trends coming out of LFW 09 with M.A.C senior makeup artist Lynsey Alexander. Within the interviews Lynsey offered her hints and tips for how to recreate these looks whilst also delivering M.A.C’s key messaging.

● To promote M.A.C Cosmetics’ sponsorship of London Fashion Week

MECHANICS ● Radio Interviews ● Podcast

COVERAGE ACHIEVED 20 items of radio coverage was achieved across BBC and commercial stations UK-wide. In addition to securing radio coverage, we were also able to place a video interview for Global Radio’s fashion podcast with M.A.C head makeup artist Terry Barber. He showcased some of M.A.C’s latest products as well as communicated M.A.C’s London Fashion Week messaging.

Total Audience Reach 1,784,000  Rate Card Comparison £26,540


CASE STUDY CLOTHES SHOW LIVE STRATEGY

We were tasked with generating broadcast coverage to drive attendance and ensure ongoing media interest throughout the event. As well as creating a number of stories to pre-promote the show we also co-ordinated the broadcast activity from the event and gathered audio and video content on site.

COVERAGE ACHIEVED

Over 260 items of coverage on radio stations across the UK and 20+ items of online coverage on targeted sites including Hello!, The Times, Female First, The Sun and UKTVStyle.

CAMPAIGN AIMS ● Maximise positive broadcast coverage for CSL ● Create the necessary buzz and raise consumer excitement about CSL ● Drive increased attendance to CSL

MECHANICS ● Radio Interviews – Hilary Alexander

Total Audience Reach Radio - 74,032,500

Online - 90,212,924

● Online Editorial – Jemma Kidd

Rate Card Comparison

£257,220.00

● Radio and Online Competitions – a consultation with Gok Wan

TIMES ONLINE WIN A CONSULTATION WITH GOK WAN

● Outside Broadcast from the event

UKTV STYLE NOT TO BE MISSED: CLOTHES SHOW LIVE


CASE STUDY JAEGER CAMPAIGN AIMS

STRATEGY

Our clients saw over £30,000 of sales through this one video.

To utilise Link To™ technology to allow customers to click straight to purchasing basket from live catwalk video on site

HIGHLIGHTS

MECHANICS

We encoded Jaeger’s Autum/Winter catwalk video with Link To™ technology, which was promoted on the Jaeger home page.

● Video Feature at catwalk show London Fashion Week

● 27% Engagement ● 13% Click-through

● Link To™ technology ● Online editorial placement

1

DRIVE TO CLICK THROUGH ON HOME PAGE

3 2

MOUSE OVER TO REVEAL INTERACTIVE AREAS

CLICK ON PRODUCT TO REVEAL MORE INFO / ADD TO SHOPPING BAG


CASE STUDY BOBBI BROWN STRATEGY

CAMPAIGN AIMS

Tasked with generating positive and proactive PR coverage within broadcast to compliment marketing activity in store, our research division Opinion Matters carried out a UK wide survey to generate headline grabbing results. As the focus of the campaign was to promote Bobbi Brown’s foundation range we used the research to establish “Britain’s Biggest Beauty Nightmares” to underpin the campaign messaging.

● To generate radio editorial coverage to promote Bobbi Brown’s Foundation marketing activity

COVERAGE ACHIEVED Working with Bobbi Brown’s head makeup artist and independent beauty journalist Karen Kay as spokespeople, we generated strong levels of regional radio coverage concentrating on locations that have a Bobbi Brown counter to ensure minimum audience wastage. In total, 37 items of radio coverage was achieved. Total Audience Reach Rate Card Comparison

>1,770,000  £58,956

MECHANICS ● Supporting Research ● Radio Interviews ● Audio Feature


CASE STUDY HARRODS STRATEGY

CAMPAIGN AIMS

We filmed, produced and edited a series of short video Howto.tv guides to sit within the YSL section of the Harrods website. In addition, we embedded Link To™ technology to enable the audience to engage more with the video. Viewers were able to gain more information on featured products and add them into their shopping basket with a simple click of a button.

● Harrods wanted to produce video content that would make their site more engaging and encourage visitors to purchase featured products directly by clicking on the video

COVERAGE ACHIEVED ● 7.52% Engagement

MECHANICS

● Individual product click through 7.38%

● HowTo.tv’s video features

● Percentage of viewers who clicked for more information and then through to purchase – 36% to 75%

1

DRIVE TO CLICK THROUGH ON HOME PAGE

● Link To™ technology

3 2

MOUSE OVER TO REVEAL INTERACTIVE AREAS

CLICK ON PRODUCT TO REVEAL MORE INFO / ADD TO SHOPPING BAG


CASE STUDY OLI STRATEGY

We were tasked by fashion retailer Oli, owned by Otto UK Group, to produce a series of videos for oli.tv featuring three of their Fusion range designers, Jasper Garvida, winner of ITV’s Project Catwalk, plus Jodie Kidd and PPQ. Using our LinkTo™ technology, viewers are able to click on the featured clothes and accessories and add them straight to their Oli shopping bag. We then supported the launch with an online PR campaign that included a live and interactive webTV chat show with Jasper which was streamed across a number of target sites.

COVERAGE ACHIEVED

Over 20 items of coverage including The Sun, Marie Claire, Female First, In Style, FUK, OK!, Closer, More and The Daily Goss. Engagement rates for the campaign averaged 8.4% which is a fantastic endorsement of how viewers wanted to interact with the videos.

CAMPAIGN AIMS ● To raise awareness of the new autumn/winter Fusion ranges ● To drive traffic to Oli.tv

MECHANICS ● WebTV show ● Online Editorial/Competition ● Video guides encoded with LinkTo™ technology

The videos are much more inspirational, with the designers talking through how and why they designed their range, plus showing the products on models. It is much more like a TV show in content.

- Neil Sansom, Otto Group UK

THE DAILY GOSS WINNER OF PROJECT CATWALK SHARES HIS FASHION TIPS

OK! WEBCHAT: TALK TO DESIGNER JASPER GARVIDA THE SUN PROJECT CATWALK WINNER WEBCHAT


CLIENTS WHO LIKE WORKING WITH US


IF YOU REQUIRE MORE INFORMATION, PLEASE CONTACT US E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House 路 10 Northburgh Street 路 London 路 EC1V 0AT


fashion_beauty  

CREDENTIALS & CASE STUDIES markettiers4dc ● Secure extensive coverage within broadcast media ● Provide ongoing consultancy and support ●...

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