Hotter’s goal was ambitious, the brand wanted to empower women and encourage older women to explore what “Comfort” means to them. The powerful “Get Comfortable” brand message aimed to drive audience engagement at scale and to ultimately increase brand equity and consideration amongst WABC1 50+.
We wanted to elevate Hotter’s poignant TV creative out of traditional airtime and into the editorial space. To do this we used our branded “Sky Presents” assets to introduce the 30” TVC across Sky Arts, Sky Atlantic and Sky Witness on both linear and VoD. By doing so we were able to more closely align Hotter to Sky’s channel brands and increase brand equity and consideration amongst our target audience.
To take the idea one step further, we produced a complimentary series of short-form content videos (3-5mins) and native articles for Sky News (Arts & Ents) in which a selection of women aged 50+ discussed the stigmas and stereotypes associated with Ageing, Beauty, Comfort, Success and Bravery. This activity further aligned Hotter with Sky editorial to reinforce the importance of the campaign message and drive user engagement with the conversation.
To maximise campaign reach and frequency we incorporated almost every Sky Media platform, including; Linear, VoD, AdVance, Sponsorship of SkyNews.com, AdSmart and Performance Solutions.
The “Sky Presents” assets were stitched onto Hotter’s 50” TVC to create a 60” to run in brand airtime across Sky Arts, Sky Atlantic and Sky Witness. To add further authenticity to the partnership the intros included channel editorial voiceover artists to introduce the Hotter campaign to viewers and highlight that they were about to experience something special.
With Sky’s new Web Attribution measurement capability, we were able to evaluate the effect of Linear, VoD and AdSmart activity against Hotter sales data and determine how we might drive efficiencies in future campaigns.
Through the more traditional Performance Solutions activity we were able to optimise against the standard 30” TVC throughout the campaign to successfully reduce Hotter’s Cost Per Sale and increase conversation rates.
DW Reebok and MTV
