TK Maxx

TK Maxx

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.

The Solution

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.

TK Maxx

The Results: Top Line

  • High Recall

    High Recall

    Over one-third of readers recalled; 60% of Almost Always readers & 70% of ‘print+tablet’ readers

  • Brand Consideration

    Brand Consideration

    Significantly increases with double-digit uplifts, to 83% (AA readers) and 85% (print+tablet)

  • Brand recommendation

    Brand recommendation

    Significantly increased with double-digit uplifts, to 75% (AA) and 68% (‘print+tablet’ readers)

  • Call to action

    Call to action

    69% of recallers took action: 37% visited a store, 28% bought something, 27% visited website