Lipcote & Browcote – 360˚ Campaign

INSTORE

ONLINE

RETAIL

PRINT

CONSUMER ENGAGEMENT

Working in close collaboration with the Lipcote & Co brand and creative teams, our role was
to plan and manage the digital and print media strategy for the Lock your Look campaign.

THE BRIEF

To deliver best use of online media with three core objectives:

OBJECTIVE (1) – CREATIVE IMPACT

Launch an unmissable, stand-out advertisement campaign to work integrally with
print activity in women’s magazines

OBJECTIVE (2) – CONSUMER ENGAGEMENT

Increase consumer’s brand interactions, web traffic and sales potential

OBJECTIVE (3) – TRADE BUYERS

Boost key retailers buy-in to our consumer drive

TMS12 CAMPAIGN PLATFORM: DELIVERY OF CORE OBJECTIVES

RETAIL CHALLENGE:

To align and integrate the above the line campaign message to engage and inspire key
retailers and in turn contribute to sell through.

Lipcote’s branded social video was repurposed for high impact mobile
and desktop specials. Users interacting with these videos would be linked directly to the
retailer’s Lipcote buy page.

OUR SOLUTION:

CAMPAIGN IMPLEMENTATION:

In close liaison with our press team we planned and delivered a bespoke campaign across key magazine web platforms, underpinned by behaviour and contextually targeted display programmatic activity.

KEY LEARNINGS:

in addition to tracking for key media and delivery learnings, we were also charged with optimising the best performing creative execution: in tandem with the press campaign, four themes were supplied.

TARGETING RIGOUR:

Key audience sub-groups were identified for specific focus in the media
delivery of each creative theme.

CLIENT COMMENT:

“ TMS12’s holistic input and collaboration enriched the Lipcote and Co campaign roll out with an above the line activation that effectively met targets. The team are well versed, dedicated and considerate of overall brand objectives and values.

They are pleasure to work with. ”