Making White Stuff's Hero Products Iconic this Autumn Winter
This week sees our first campaign for White Stuff go live. Running across Print & Digital, the campaign launches in line with White Stuff's new look and feel, and is the first step on a roadmap to build White Stuff into a lifestyle brand.
At the heart of this relaunch is their Autumn Winter 2021 collection, featuring classic White Stuff shapes, patterns, detailing and silhouettes, but a lot more swagger - obsessive attention to the detailing, more sustainable materials and modernised colour palettes / shapes / silhouettes.
To relaunch White Stuff back into the high street and into the minds of their target audience, we knew that we needed to tempt them - not convince them.
Because of this, our comms were not just designed to make a statement and get White Stuff noticed, but is centred around "making her want the product" and making the hero products from the AW collection totally iconic.
Behaving like a (true) fashion brand, we showcased hero products through an editorially lead shoot. We distributed the images across high impact DPS insertions in key fashion titles including Stylist, Hello! Fashion Monthly, Sunday Times Style and Grazia.
The print campaign was further supported with digital - including video assets showcasing different themes and collections, and high impact skins that allowed our audience to scroll through/ interact with the different hero products.
Underpinning all of this is a fully integrated, one of a kind partnership with Hearst, which allowed us to lean on their trusted Editors for that all important seal of approval.
Activated across print and digital advertorials, digital display, video and social, we activated Red magazine's first ever Editor's Pick - a short list of key items from White Stuff's collection deemed as must-haves by Red's magazine's own editor, which was showcased and highlighted through a roundel and quote in paid for media, in store and online.