Projects ― Art Direction ― Mr Porter | The Virtues Of Mr Porter
Mr Porter - The Virtues Of Mr Porter
Tasked with creating an integrated campaign for their SS’16 collection 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.
The 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”.
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.
ODD London | Art Direction - Luke Williams | Photography - Tom Sloan
Social Media
Digital Banners - Rich Media
OOH
CREATIVE EFFECTIVENESS
Mr Porter | The Virtues Of Mr Porter
The results indicate that the digitally led campaign has delivered a positive rate of customer acquisition across the UK & US (key markets).
+18M
Impressions across digital
£6.92
CPC/single media unit
1.09%
Average CTR in a week