Not on the High Street (NOTHS) wanted to drive awareness and consideration of their online market place, especially around the Christmas period to encourage their target audience ‘Mrs. Aspirational’ to turn to NOTHS for all their thoughtful gifting needs. Drum’s solution was to show how the story of the makers and the craft of their products adds depth and value to the thoughtful gifts you can buy from NOTHS this Christmas and beyond. We call this ‘Handmade with Love’, connecting the journey of how an object was made to the thoughtfulness of the perfect Christmas gift, in turn making NOTHS the destination for thoughtful gifting. We partnered with The Guardian to create a series of films and articles to engage their readers, After research showed that 57% of The Guardian's readers want to know how the products they buy are made and 67% of their readers struggle to think of gifts for their friends and family and overwhelmingly look online for inspiration, a partnership between NOTHS and The Guardian made perfect sense. In total we created, in partnership with Guardian Labs, 5 films, 8 print articles, 7 online articles and 25 pieces of social content.
After three weeks the campaign had 103,796 unique users, completely surpassing the KPI of 85,000 for the whole campaign. We also saw 163,249 page views, 528,772 video views on and off platform, 2 mins 12 secs average dwell time. A great campaign with some fantastic results!