For the last two years DRUM has helped notonthehighstreet.com (NOTHS) gain cut through at Christmas, on a small budget, by using a non-traditional advertising approach. In 2017 we were asked to drive awareness and consideration of their online market place and encourage their target audience ‘Mrs. Aspirational’ to turn to NOTHS for all her 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 at Christmas and beyond.
We called 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. 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. This year, NOTHS again needed to be front of mind as the place to go for thoughtful gifting at Christmas. They needed content to support their Festive Entertainment sponsorship package across Channel 4 and UKTV and all of their social channels over the festive period.
DRUM created an overarching creative concept to run across both the idents and social channels. The creative, ‘Thoughtful Hands’, shows a selection of hands writing notes and gift tags, showing the thought behind the gift they are giving their families and loved ones, and inspiring them to make this Christmas the most thoughtful one yet. Also included in the creative treatment were two stories from notonthehighstreet partners, Amy Elson from Chambers and Beau and Laura Sayers from Laura Sayers Illustration.
Bafta-winning actress, Jessica Hynes, best known for her comedy roles in Shaun of The Dead, W1A and Spaced, provided the voice over, and the perfect link to festive entertainment. Predicted to reach over 39.7 million adults, the partnership which runs until 31st December 2018 will deliver over 2000 hours of sponsored programmes including Kirstie’s Handmade Christmas, The Simpsons and Gogglesprogs.