The brand turned to Time Inc UK, the publishers of Look, Marie Claire and InStyle, who created a fully immersive campaign with a focus on ‘effortless style’.
As well as a virtual square featuring eight online stores, including the Marie Claire Beauty Room and a Clarks boutique, each title ran three spreads and an advertorial in their print editions, showing real-life consumers shopping in key cities across the UK.
Taken with areas in key Clarks stores styled by editorial teams and a style academy held at Clarks’ HQ in Somerset, the multiplatform campaign was a huge success.
- Awareness was raised, with consumers 41% more likely to remember seeing Clarks advertising after the campaign.
- Three in five said the campaign made them feel more positively about Clarks.
- The campaign’s success also translated into sales, with Clarks going from the second most purchased shoe brand to number one.
- Shorlisted for best integrated campaign for the PPA Awards 2014