MR PORTER is one of the leading luxury fashion retailers for men online. They tasked us with developing a global integrated campaign that would bring the experience of shopping on MRPORTER.COM to life, and position the retailer as the first port of call for men across the globe looking for style solutions.
What sets MR PORTER apart is their white glove service – but talking about it can be a pretty pedestrian affair. Same day delivery, 24/7 customer service – you risk sounding more like a postal company than a luxury retailer. But what if we made these rational services something to be desired? And gave them a character that embodied what customers already loved about MR PORTER?
The ODD Solution
Our strategy was not to change what the brand was saying but how it was saying it. To target the brand’s key customer base of affluent 25-44 year old men across sectors including art & design, luxury, travel and tech, we developed an “effortlessly stylish” charming tone of voice that embodied the MR PORTER brand. We then elevated the retailer’s product and service information – positioning them as “The Virtues of MR PORTER”.
These virtues celebrated the characteristics and services that make MR PORTER truly unique and a cut above the rest, and were brought to life with the subtle charm and wit that lies at the heart of the MR PORTER brand.
Alongside social, content, online and OOH, the digital programmatic element of the campaign ensured MR PORTER reached 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, and was pushed out around contextually relevant moments, including the brand’s anniversary in February, the BADA Antiques & Fine Art Fair and the London Marathon – creating associations that complemented and elevated the MR PORTER brand.
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*