NET-A-PORTER| Net-a-Porter Live

Insight

NET-A-PORTER is a global phenomenon and the world’s premier online retailer of high end fashion. It sells more Gucci dresses, Louboutin stilettos and Chloe handbags than any other retailer in the world.

Its customer base is the world’s most in-touch connected fashion audience. The NET-A-PORTER audience consists of grade-A fashionistas with both the passion and the funds to buy the most sought-after premium brands in the world. While they may enjoy reading about the latest trends in magazines and online, what they love most is finding out what their peers are buying – no matter where they are based in the world. Ultimately, they want to know what people actually wear, not just what they see on the catwalk and what retailers show them.

Strategy

To help NET-A-PORTER fashionistas uncover what their peers are wearing around the globe, Havas Media decided to open up the NET-A-PORTER buying engine to consumers and, in doing so, showcase the world’s hottest fashion trends.

The agency transformed the NET-A-PORTER ecommerce site into a content generation platform, revealing the styles that are trending around the world based on what NET-A-PORTER customers are buying in real-time. The result was NET-A-PORTER Live - which enabled NET-A-PORTER shoppers to see which Lanvin shoes are selling in Paris compared to London or Rome as they are purchased on the site.

Execution

The first step was to fuse Google Maps API with NET-A-PORTER’s database of customers and stock codes, allowing the agency to match the product being purchased with the location of the buyer. NET-A-PORTER staff and consumers alike could then watch in real time as a shopper from Helsinki in Finland bought a Mulberry dress, while another in Saudi Arabia splashed out on a Valentino handbag.

The next stage was to share this mesmerising feature with potential new customers. The NET-A-PORTER Live feed was integrated into online banners in five key markets with partners including Vogue, Tatler and Harper’s Bazaar. The high-net-worth visitors to these websites could see the live Google Map in the display banner, showing the latest fashion purchases by their peers across the globe. Those who saw the NET-A-PORTER Live Feed in a display banner were then able to browse items in the ad unit and ultimately make a purchase.

Results

The NET-A-PORTER Live campaign set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. It delivered an ROI of £11 ($18) for every £1 ($1.67) spent, with a click-through rate of 50% a marked improvement on usual performance. The creative also proved 70% more efficient than the average in terms of engagement. A remarkable 60% of all sales driven by the campaign were from new buyers. To put into terms a NET-A-PORTER customer would understand, the total additional revenue generated was the equivalent of 2,500 pairs of Jimmy Choos or 1,700 Prada handbags.

BRAND: Net-A-Porter

BRAND OWNER: Richemont

CATEGORIES:

Accessories/Clothing/Footwear

Luxury Goods

REGION:

Australia

France

Germany

Russia

United Kingdom

DATE: August - October 2013

AGENCY: Havas Media

MEDIA CHANNEL: Online

Franklin | Masterdog

Insight

Between 2008 and 2012, the pet products market in Chile, including food and accessories, grew by 37% because of the change in the relationship between people and their pets. Today, more than ever before, there is a greater concern with delivering more tailored pet products with top notch quality and variety, such as balanced diets, clothing, personalised accessories and various other perks that people give to their pets which almost humanise the animals: grooming salons, gifts, toys and even vacation. People today consider their pets another member of the family.

The insight for this campaign was based on the milestone that many newlyweds take before having a baby: owning a dog. This is the time. When the man and woman begin the division of tasks and chores, they take on their first shared responsibilities in their lives as a couple and they embrace the feeling that someone else depends on them. The dog becomes the centre of attention and they start their new routine: Feeding, walking, grooming, etc. So Masterdog’s brand challenge was to become the catalyst for this unconditional love that people have for their pets, through a communication that positions the concept of “Dog Lover” embedded in your DNA.

Strategy

Masterdog’s communication strategy is anchored in this insight, the moment when people and especially a couple become “Dog Lovers”, or “New parents”, simply when they make their new pets part of their families.

One of the most successful late night series on Chilean TV “Single Again” featured as protagonists a newlywed couple, which fitted perfectly with the consumer insight. Now all they needed was a dog in their lives!

The first challenge was to convince the writers to include a pet in the plot of the story. Once Initiative knocked down that barrier, it gave life to “Franklin“, the mega cute, furry leading character of “Single Again”. The script then transformed the fun couple Zamir & Fabiola, into a pair of adorable “dog lovers”, they were now new parents “to Masterdog´s Franklin”.

During the soap opera, Masterdog took centre stage in Franklin´s daily routine and certainly one of the most important times of the day for any puppy: Feeding time. Samir and Fabiola fed Franklin with Masterdog food. Sometimes, even Franklin came into the scene with a Masterdog food package in his mouth to be fed by its owners which added even more “Awwww” moments to the series, making a direct connection with the audience.

Execution

Once Masterdog was officially in the writer´s mind, Franklin seamlessly became part of the story. After many difficulties to conceive, Zamir and Fabiola adopted Franklin as their new, and first “baby”. The content was so well received and embedded into the script, that the presence of Franklin lived throughout the entire first season and made it to the list of 2013´s most-watched series. In addition to the branded content component in “Single Again”, the Facebook Fan Page of Zamir and Fabiola featured a photo of Masterdog´s Franklin positioned right next to the product, which yielded very good interaction and positive feedback from the social community, proving Franklin´s increasing popularity.

Franklin´s success with the public allowed Masterdog to transform the brand image of its campaigns to three new products launches (extension line). All three launches featured Franklin in the advertising material and collaterals, helping to strengthen the brand´s positioning achieved with the popularity of the TV show. The appearance of Franklin across mass media was spontaneous: his popularity generated interviews with his TV parents Zamir and Fabiola, and features with his coach and the series director, who referred to Franklin as "actor ad honorem".

Results

Following the campaign there was a general increase in all of Masterdog’s KPI´s: Brand and Sales: +10.4% in the share of sales volume (Nielsen ) +6 points overall TOM (IPSOS).

Franklin gained huge awareness and association with the brand, highlighting that 90% of respondents associated Franklin with Masterdog and over 30% spontaneously identified with the brand message around close, family-like pet-owner relationship.

The Zamir and Fabiola Facebook page gained a total of 2,511 likes and 34,000 visits with Franklin´s first appearance on the show. Top of mind soared from 12% to 33% once the campaign was over. In addition, Franklin´s YouTube channel received 15,000 views during the course of the campaign.

BRAND: Masterdog

CATEGORY: Pet Care

REGION: Chile

DATE: August - December 2013

AGENCY: Initiative

MEDIA CHANNEL: Online,TV