Last year Sainsbury's wanted to establish Tu as a "credible British fashion brand" so they launched a new TV campaign with the brand’s new position, "BE YOU", giving permission for the brand to be more active, empowering and inspiring.
This year, Tu tasked DRUM to help them define BE YOU to their key audience of women 35-44 now and for the future. We needed to create content to help drive a deeper understanding of the brand and its role in their lives.
We needed to make sure we were in tune with what was happening in our audiences lives, as well as mainstream culture which has shifted towards acceptance and female empowerment. This gave us license to create more emotionally led content that reflected our audiences emotional, physical and functional confidence needs with regards to fashion guidance.
The result was a new brand manifesto and idea called Style Refresh; An episodic show that reflects a women’s
attitude and focus on her commitment to finding clothes that best represents the different versions of her.
We worked with women who were actively embracing big changes in their lives and wanted a new wardrobe to represent the new them. The content featured Lisa Snowden, a radio presenter, fashion model and television host of Britain's Next Top Model and Tu style expert, Toni Salters. Together they helped women re-vamp their wardrobes with some of Tu’s most recent collection, finding clothes that best represented the different versions of themselves which they embody every day.
We partnered with Mail Metro to create two 2-minute videos and supporting content that featured on their homepage, as well as cut downs across the site. The videos featured in an article on the Mail online which hit 50,000 views (our KPI) within the first 2 days.
On a limited budget, the content resonated highly with our desired audience, being viewed predominantly by 35-45 year old’s. The campaign was so successful that we are heading into production for burst 2.