The Sunday Times
The Challenge: To improve and broaden brand perceptions of TK Maxx - and its huge assortment of designer labels, top brands, up-and-coming labels, stylish fashion and one-off gems, at up to 60% less than the price you’d pay at department stores or on the high street - and encourage visits to their stores and website.
A series of multi-platform activity, including Times2 Coverwraps and Times2 and Style advertorials. Designed to promote brand around compelling fashion and lifestyle content and lifting the brand’s credentials and positive associations among the influential readers of The Times. The partnership created high recall levels with significant shifts in brand perception and consideration – and most importantly, fantastic call to action results.
The Results: Top Line
Over one-third of readers recalled; 60% of Almost Always readers & 70% of ‘print+tablet’ readers
Significantly increases with double-digit uplifts, to 83% (AA readers) and 85% (print+tablet)
Significantly increased with double-digit uplifts, to 75% (AA) and 68% (‘print+tablet’ readers)
Call to action
69% of recallers took action: 37% visited a store, 28% bought something, 27% visited website