Bonmarché - Own The Day

Brief
The Bonmarché brand had an identity crisis. It was generally perceived as a utility women’s clothing brand without the flair and appeal of its high-street competitors. So, they stepped away from functional clothing aimed at plus size women and introduced contemporary collections putting ‘feel-good fashion’ for all ages at the core. They enlisted the expert fashion stylist, and TV presenter Mark Heyes to curate ranges and planned to roll out store refurbs, new packaging and entirely revamp their communications proposition. With these changes, they needed a big brand idea to re-launch and reposition. They needed a makeover.

 Solution
Own the Day with Bonmarché!

‘Own the Day’ is all about empowering women and inspiring confidence. The idea was to encourage women to embrace every occasion and free their fabulous. We wrote a new brand manifesto which would form the central component of their new communications campaign. Jane Horrocks was cast to be the voice of the brand and launch our humorous tone of voice to convey a new message, that although you can’t always be perfect 
in the moment, you can look ‘bloomin awesome!’ We also created a new brand mnemonic to sum up this feeling ‘the wink’. The campaign consisted of a TVC, radio and outdoor print campaign. The campaign also had social media and PR support.
Results
Directional shift in spontaneous awareness (16% to 18%)
22% aware of Bonmarché advertising, up 12% from April
Advocacy has seen growth of 10% amongst the 55-59s
New users increased 16%. Biggest growth in 55-64
Revenue generated from Brand Search increased 104%
Overall Search volume was up 46%
SEO Search volume was up 38%
50-59s are less likely to associate us with being old, boring and frumpy,
and more likely to think of us as smart, comfortable and confident

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