Please explain if there were any other factors that may have impacted on the effectiveness of your campaign. Distribution Due to an extremely successful campaign sell-in to retailers, distribution increased to include Target, who took bras for the first time in 2013 off the back of the BOOBS campaign. We also had more SKUs, resulting in a greater volume per outlet, but sell- in to retailers of the BOOBS campaign was also a key driver of this 10 . Media spend & competitive activity Our total investment was $1.3m, representing 15% of the total annual category spend. Given our closest rival Berlei spent more than us ($1.4m in media alone) and grew less than us over the full calendar year (Bonds 26% vs. Berlei 10%), media spend or lack of competitive activity doesn't explain our increase in sales 11 . Category growth Given the category only grew at 0.4% between August and December 2013, additional sales over the period can be attributed to BONDS marketing activity 12 . Promotions Promotional activity on bras was consistent with the previous period, inclusive of Boxing Day, where Bonds ran big sales in both 2012 and 2013. Downloaded from warc.com 8
Product BONDS had made significant improvements to its bra range and product. While the campaign certainly benefited from being supported by a strong product story, ultimately our job was to draw attention to these changes – something the product couldn't do on it's own. This is reflected in the talkability of the campaign, and the nature of the conversation. What was the commercial gain for your Client as result of running the creative work? Our increase in units sold represent additional revenue of $4,768,329, compared with the same period last year – which was an increase of 83%. The same period the year previous (August – December 2012) is a reliable estimation of Business-As- Usual sales. The campaign totaled $1.3m investment. While we cannot disclose BONDS profit margins, we know that an estimated industry average is 48.46% 13 This equates to a profit return of $2.3m, or $1.77 per dollar spent. What do you think this case adds to our understanding of how creativity can be effective? In today's fragmented ever-changing marketplace, it's comforting to know that the one thing that will never change is human nature – our wants, needs and unpredictability. And strong ideas are still strong ideas. And strong ideas simply told are stronger still. Ideas that make people feel something, get people talking, get them thinking can still transcend channels and be inherently traditional, digital, social, new age all at the same time – effortlessly. And if you can tap into something cultural bubbling under the surface of the collectives skin, ideas travel further, release all sorts of frustrations people didn't even consciously know were there, and receive a free multiplier effect way above the campaign investment.
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