To ensure Matalan remained a key fashion player

matalan
& bauer media
To ensure Matalan remained a key fashion player
and at the front of customers’ minds, we provided
relevant, inspirational content across Grazia,
Closer and Mother & Baby
Brand awareness/engagement • drive purchase/consideration • drive traffic/footfall • change perception
We were delighted
with the results
from this campaign
and are continuing
to work with Bauer
Rob Douglas, Customer
Marketing Manager, Matalan
RESULTS
Online sales were
up by 46% during
the campaign
closer promotion
It’S A FASh-FAMI Ly AFFAIr
J
We Kit out every generation
With Winter essentials from
matalan in one fell sWoop
Winter
Wonder-buys
eans and jumpers make up the style
staples of any good winter wardrobe
– for every generation. And Matalan
has something for everyone – from denim
skinnies for mums-on-the-go, to straightcut cords for glam nans. Let’s not forget
the little ones, either. From season to
season, children grow out of their wardrobe
basics at lightening speed, but Matalan
understands the need for good-quality
clothing at purse-friendly prices.
So, with the big freeze nipping at our heels,
it’s time for us all to switch into our winter
warmers. Check out Matalan’s chunky
heeled boots, on-trend blanket coats,
printed shirts and blouses, and cable-knit
cardigans – all designed to be layered,
mixed and matched. For snuggly clothes
you’ll want to show off, rather than
hibernate in, head to a Matalan near
you with the whole family. Watch out,
here come the girls!
Check off all of your winter-wardrobe
needs with our cosy edit of knits and
more for the whole family – all for
under £30!
£25
WrAp
up!
The Facebook element of the campaign has been a
real success with high levels of interaction on stories
and competitions. The number of Facebook
Average fans
visitorgrew
by 135% over the course ofspend
the campaign
being up by
7% year-on-year
Santa’s Little
Helpers
totAL
BArgAIN!
£18
£14
Closer’s creative solutions Art
Director, Victoria clark and
her cousin clare, 46, great
aunt eileen, 75, and goddaughter Vivianne, five, came
to our matalan winter shoot.
Victoria says: “matalan
really is great for the whole
family. i regularly pop into
my local store for style
basics like jeans and tops
– their clothes are great
quality at a good price! i
also rely on matalan for
birthday gifts and at
Christmas, too. i’m going
on holiday soon, and
matalan.co.uk was my first
choice for bikinis and
holiday staples. i ordered
my items online and
collected them in store when
it was convenient for me!”
for
little
girls
£25
True credentials come from authority. Our idea was based on previous years’ activity, which
focused Party
on our time
brands’ ‘authority’ and the Matalan consumer really buying into and believing
it when they needed fashion guidance/hand-holding. We’d used Closer in the past, but it was
important to also bring in the fashion credentials of Grazia and the credibility among parents of
Romper,
the No1 parenting title
£10, in the UK, Mother & Baby magazine.
£10
£18
style tip!
Closer’s Acting style editor Daniela Bellanca says: “Build
up your wardrobe basics, then introduce one or two key
accessories, like a printed blanket coat or lace-up block-heel
boots. make the look your own by layering, layering, layering!”
shop the looks now, in store, or online at matalan.co.uk/closer
Make your little one cosy and happy without
spending your entire gift fund...
where you’ll find everything you need
for the festive looks your baby (and you,
and granny) will love. Choose from a
range including beautiful dresses from
£XX, mini trouser suits and yes, the
classic reindeer romper - complete with
antlers for just £XX. So, can we open
our presents now?
THE IDEA
Romper,
Using our brands’
editorial fashion talent, we produced credible fashion-branded content
£10,
across a year period, but focused on two key time spans – March – June and September
– December. This ensured Matalan remained relevant, front of mind and a key fashion
consideration for Grazia,
Closer and Mother & Baby’s audiences.
Romper,
£10,
EXECUTION
Mother & baby promotion
Christmas is the perfeCt time
for maxing out your child’s cute factor
- because what’s sweeter than a baby
in a snowman suit? Proud mums won’t
be able to resist kitting out their little
ones in seasonal style this winter. But
looking this gorgeous doesn’t have to
be expensive - just head to Matalan
To make Matalan a fashion consideration and to position it among its high-street competitors.
We wanted to give it fashion credibility and ultimately drive sales/increase footfall in store. We
had run activity with Matalan in previous years, so it was important to evolve the activity and
bring in new brands to the campaign
OUR APPROACH
£12
left to right
Clare: top £16, Jeans £14, Cardigan £30, Bag
£16, ring £6; eileen: Blouse £12, Cardigan £25,
trousers £14, Necklace and earrings set £12, Bag
£20; vivianne: t-shirt pack of two for £7, Jumper
from £12, Jeans from £9, Boots £18; victoria: Shirt
£14, Jeggings £12, Necklace £10, Jumper £20
go-to gems
THE CHALLENGE
We ran a mixture of advertorials and display across all magazines. In Closer, the advertorials
Romper,
were very information-heavy
with strong editorial guidance running throughout and a real
£10,
Co-ordinated Cute
‘tutorial’ feel to them. We helped women with their fashion worries/problem scenarios in a
friendly, relaxed way.
Romper,
£10,
M&B’s advertorial content was all about children’s fashion – the ultimate essentials for your child’s
first Christmas. It wasRomper,
also the first time Matalan’s children’sRomper,
range had ever been featured in any
£10,
£10,
sort of advertorial. In fact, the shoot was so successful, Matalan went on to use the imagery in its
nationwide display
Romper, campaign!
£10,
Romper, £10,
For Grazia, we created a sponsorship
campaign called ‘Tuesday Shoesday’, which featured
four signature Matalan shoes and asked people to tweet using the #Tuesdayshoesday for the
chance to win a year’s supply of shoes.
All activity
was either in magazine/iPad advertorials/
dreSS me
uP
sponsorship or traffic drivers on Graziadaily.co.uk.
The work is a great example of how powerful and inspirational content is at creating desire for a brand. We were delighted
with the results from this campaign and are continuing to work with Bauer to develop this campaign for the future
Rob Douglas, Customer Marketing Manager, Matalan
The display activity had two roles – to provide a constant presence for Matalan across the
magazine and to use cover sites to give a premium angle to the activity. This would allow
Matalan to be seen in a more prominent position alongside competitors like Next, who only run
Romper,
Romper,
Romper,
Romper,
on covers.
£10,
£10,
£10,
£10,
Reindeer romper,
£10, christmas
romper, £10
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