VERM
ONT.
Campaign that increased the number of orders by 50% compared to previous campaigns
Another year, another Marianne Days, another campaign, but this time Vermont decided to upgrade after a successful last year. Not just in terms of creatives, but also media coverage. This year, influencers were to be involved in the campaign and the ad was to be heard on radios across the Czech Republic and Slovakia. However, the condition was to change the name of the campaign to a simpler and easier one to communicate.
After last year’s success, Vermont again reached out to Nakaza. We seized the opportunity and proposed an upgrade to last year’s edition. In the end, however, it wasn’t just an upgrade, but an entire 360-degree campaign with a brand new name and creative concept. Vermont and Nakaza agreed on a new name – Iconic Days – that was more understandable, powerful and conveyed exactly what this discount campaign was all about.
The production from last year was basically thrown in the trash and a new one was created. This time a more premium color combination was chosen – white, black and gold. Vermont and Nakaza agreed that for this edition it would be better to create our own photos of the iconic pieces on the models and of course the video, which was chosen as the key visual of the campaign. This included creating the script, storyboards, securing extras, hiring a studio and the actual production.
The video was based on synchronizing the editing and music. We chose a couple walking towards each other as the characters, and each cut, their outfits change to a different one of the iconic pieces. Finally, they came together in the clothes of Vermont’s most iconic brands.
After creating the video, we got to work designing online banners, print materials, and the previously mentioned radio spot. We came up with several variations of text, one of which was chosen and voiced by a female voice. This was also used as a voiceover for the video. The Czech version of the voiceover was provided by Vermont itself in the Czech Republic.
Thanks to the improved campaign, the average order value increased by 12 € compared to last year’s campaign. Up to 2x as many people visited the e-shop, also thanks to the improved CTR of the creatives compared to last year. Influencer engagement in the campaign brought in up to 1/3 of the total sales.
12 €
2x
Better CTR
1/3 sales
Vermont represents global fashion brands such as GANT, KARL LAGERFELD, Peak Performance or Odd Molly in Slovakia, the Czech Republic and Hungary. Every year, on the occasion of Marianne Days, they launch a discount campaign during which customers can purchase several iconic pieces from each brand at half price. Up until now, they’ve handled these campaigns in-house, but this year they’ve decided to make a change. This was to bring in a new creative concept, including the name, and increase sales of the discounted products.
Vermont had a clear requirement for the campaign that we at Nakaza had to follow when creating the campaign – The discounts had to be communicated in a way that didn’t come across as “cheap” like a traditional sale campaign. We, therefore, created a unique creative concept that communicated high discounts, but without having to put a number on the amount of the discount. Combined with the chosen design, the campaign was able to maintain the premiumism that Vermont itself presents.
Additionally, we were able to incorporate the idea of freedom of self-expression and the unique opportunity to purchase iconic products from these premium brands for people who cannot normally afford them. This is what we managed to do with the name I Can Be Days. We incorporated that into the creatives as well, letting people know that they, too, can be a part of Vermont. The tagline was “I Can Be GANT Today” and was customized to fit the brands.
A square with a color gradient in Vermont’s brand colors became a key communication element for the Vermont campaign. This was used across all communication channels: social media posts and banners, Google Ads banners, animated video, and last but not least, print materials used in store fronts and product displays.
The campaign lasted 3 days and ran on Vermont’s e-shop and in stores of all brands. It met expectations and increased the number of orders by 50% compared to the period when Vermont covered the campaigns themselves. Additionally, a universal creative concept was created that can be used for future editions.
50%
Higher
Universal
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