JD Williams has partnered with Sky Media and Channel 5 for a brand new campaign, harnessing the collaboration’s rich data to ensure it reaches the N Brown Group’s retail platform’s target customer -women aged 45 – 65.
This data ecosystem will mean Sky Media can tailor campaign messaging to specific customer groups, maximising the relevance and engagement of the creative.
A series of 10” TV idents, 30” and 60” spots will feature TV personality and comedian Judi Love, and Channel 5 presenter Helen Skelton, being interviewed by fashion guru, Gok Wan. The interviews discuss how their style and fashion confidence has changed in midlife.
From 15 March, JD Williams will also be the exclusive sponsor of Channel 5 content that leans into the theme of Inspired Living; including female-fronted shows such as The Hotel Inspector and Susan Calman’s Great British Cities.
Leveraging Sky’s full ecosystem of content platforms (linear TV, BVOD, Shortform VOD and AdSmart from Sky), a QR will be used to direct viewers to jdwilliams.co.uk, allowing JD Williams the ability to measure and target its campaign further, as well as gain a deeper understanding of a customer’s shopping journey.
Meanwhile, measured activation across Sky Media’s and Channel 5’s digital and social channels, will reinforce the campaign’s message and give viewers even more content to explore.
Live from 14 March, through to 09 of May, the integrated media strategy crafted by the7stars will see the campaign play out across Channel 5 and Sky channels, Global OOH sites, Smooth FM & Heart FM 5, Hearst’s Good Housekeeping and Red Magazines as well as paid and organic social.
Sam Walker, director of group marketing and creative at N Brown, commented: “We understand our customers better than anyone,so we’ve worked with Sky Media to ensure that our campaign messages are more targeted across Sky’s platforms and to benefit from the wealth of data that we’ll gain through Sky’s ability to engage with their audience. JD Williams is all about making women feel amazing, and we’re confident that our new campaign will resonate with our customers.”
Discover more about retail media at a brand new event coming to London on 11 June 2024. MediaX explores the experiences of well-established retailers in this space to new entrants and the agencies who are helping make things tick.
The full agenda for the latest RetailX event MediaX is coming soon, but the key themes can be seen here.
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