The Story:

Never Fully Dressed (NFD) are a female fashion retailer for all shapes, sizes and styles of women.  Their core customers are 25-45 year old aspirational women who follow the latest trends and are happy to invest in quality items for their wardrobe.

 NFD are competing with both mid-market retailers on the high street as well as online retailers, and as a social first brand that had built an online marketing strategy that worked,  NFD needed to find something to take them to the next level and increase their reach with a new audience. 

They approached MAG for this task, and we found perfect synergy for them in becoming the first ever Official Fashion Partner of Made in Chelsea. Overall, it would provide the brand a unique way to access the show in order to stand out in a crowded market.

The Strategy:

The main objective for this campaign was to build brand awareness amongst a new and existing audience. NFD had a loyal online audience and MAG knew that TV could deliver the reach required to drive the headline KPI’s such as awareness and purchase consideration.

This fashion partnership was not just about sales and monitoring click through rates, it was about creating a positive influence on the younger generation through the power of uniting all media platforms associated with the show. The goal then became to inspire this aspirational audience to always think of Never Fully Dressed when looking to achieve the made in Chelsea look.          

We wanted to create an all-encompassing experience for the viewers from on screen inspiration of fashion looks from their favourite cast members… all the way to social “how to style” videos - so the viewer themselves could learn how to get the ‘Made In Chelsea look’ for their shape and style.              

This was the first ever “Official Fashion Partnership” with MIC, so we worked very closely with C4 and Monkey to marry the core values of both the show and NFD to unite these two brands in a way which created a great viewing experience to the audience and linked back to the client’s objectives.

NFD’s “Official Fashion Partner” status ran across 2019 for both Series 17 and Series 18 of the BAFTA award winning show, with each series having its own showcase contextual adverts, starring different female cast members of the show.

Series 17’s advert starred Sophie “Habbs” Haboo, Sophie Hermann and Melissa Tattam.

The girls showcased how the Never Fully Dressed clothes have the amazing ability to take you from day to night.  There was a showcase 30” advert made, as well as 10” cuts showing the individual story of each girl.

For Series 18, we progressed to introducing the Never Fully Dressed to the Made in Chelsea world.

Renowned for their split-cut videos and cool backgrounds; NFD brought more of the Made in Chelsea stars to a standout pink world where the clothes would be front and centre of the advert, showing viewers that they too, could achieve the Made in Chelsea look.

All the elements of our strategy were in place to drive KPI’s by reaching the viewer multiple times to take them from awareness, to consideration and all the way through to purchase. 

In addition, the strategy had a level of response planning throughout the campaign  to drive sales through optimisation to the channels delivering the best success. This included MAG’s essential attribution model that we use when running TV campaigns, which allows us to monitor the success of every individual spot to highlight trends (days, time of day, specific programmes, specific channels, different creatives, different length adverts etc.) in terms of traffic to website and sales.