This is the Jacket wins 'YouTube Works for Brands' award for 'Best Use of Ad Formats'

Last weeks YouTube Works for Brands Awards saw the fantastic Superdry 'This is the Jacket' pick up 'Best UK Use of Ad Formats'.

Judge Will Whalley, ad & industry marketing at Google, commented: "this is really brilliant and displays a level of technical expertise around ad formats".

Check out how we turned Superdry "brand lovers into customers" below. 


The Story: 

Superdry needed to be relevant and easy to buy at the crucial retail trading times of Black Friday, Cyber Monday and Christmas.

The retailer wanted to shake up its marketing approach for its key autumn/winter sales category - jackets. The question: how could it drive purchase, not just brand appraisal?

The answer: “This is the jacket”. A multi-channel campaign with a long-form film at its heart.

The video showcased the brand’s range of jackets, as worn by people in different social situations. These situations reflect the adventures, the mischief and the reality of a millennial’s life through the winter months. They were inspired by a combination of real and aspirational moments, while a voice over by Grime artist Paigey Cakey provided the commentary, cementing the message all the while that “this is the jacket”.

This campaign aimed to engage consumers across all stages of the purchase funnel and was built around a key piece of consumer insight; in winter you spend so much time wearing your jacket that it becomes part of your identity.

Superdry turned to YouTube as a platform that could not only reach the desired audience, but do so in a cost effective manner. It was also important to Superdry to be able to understand the full impact that online video advertising had both online and in-store, something the team believed only YouTube could facilitate.

As well as Trueview instream, Superdry made use of the TrueView Shoppable ad format and their rich Merchant Centre data to surface product-specific imagery, detail price points, and bring prospective purchasers directly to the relevant product pages

The creative was a hit with consumers, accruing 4.8 million views. It was in terms of return on investment though that the YouTube activity really stood out.

By integrating Google’s store visit conversion measurement with location data, Superdry could assess the impact of the video activity on footfall and sales and to quantify the full value of YouTube across the seasonal branding push.

Measuring average in-store purchase rates, average basket values and the blended return on investment attributable to the YouTube campaign, Superdry demonstrated that the campaign achieved a fourfold return on its YouTube spend.