We were thrilled to be appointed to work with MR PORTER on their SS’16 campaign, not least because the brand has historically never worked with external creative agencies. We were tasked with developing an integrated campaign that would bring the experience of shopping on mrporter.com to life and in so doing, make it the first port of call for men across the globe, looking for style solutions.
The ODD Solution
Our strategy was not to change what the brand was saying, but how it was saying it. We did this by bringing the shopping experience to the fore, delivering more product and service information, whilst retaining MR PORTER’s aspirational messaging. As such, the creative seeks to celebrate the characteristics and services that make MR PORTER truly unique and a cut above the rest.
These virtues have been brought to life with the subtle charm and wit that lies at the heart of the MR PORTER brand. The campaign targets affluent 25-44 year old men across sectors including art & design, luxury travel and tech.
The digital programmatic element of the campaign helped to ensure that MR PORTER achieved its primary objective of customer acquisition – by targeting new customers with the right message, at the right time, in the right format. The message itself flexed according to the moment, format and customer profile, but MR PORTER’s ‘effortlessly stylish’ brand message was pushed around contextually relevant moments, including the brand’s anniversary on 18th February, BADA Antiques & Fine Art Fair and the London Marathon.
The results indicate that the digitally-led campaign has delivered a positive rate of customer acquisition across the UK and US (key markets).
- 18.2m impressions across digital
- £6.92 CPD for a single media unit
- 1.09% average CTR in a week*