In 2020, Selfridges & Co launched its annual Spring Summer Collection sale a month later than ever before, due to the impact of COVID-19. The brand needed to raise awareness of the SS20 sale, and drive traffic to its sale website with its UK and Middle East target audiences.
As a result of COVID-19 lockdowns, consumer shopping habits had changed considerably. In order to maximise reach and impact, an omni-channel approach was required.
The campaign was launched with a layered targeting approach that enabled Selfridges to reach and engage with multiple audience segments that aligned with the broad range of products on offer; retargeting audiences that were demonstrating signs of consideration and purchase intent.
Automated daily reporting was established to allow the business to assess campaign performance, resulting in the media plan being revised inflight as promotional offers and messaging was updated.
— The campaign reached over 20.3 million consumers across the UK and Middle East, delivering a ROAS of 21.10.
— 3.9M campaign engagements
— £1.2M in attributed sales