N Brown Group-owned online shopping giant JD Williams is bolstering its efforts to attract mid-life women through a new data-driven TV campaign in collaboration with Sky Media and Channel 5.
The initiative, negotiated by the7stars, will use both JD Williams and Sky Media’s rich data capabilities to ensure the campaign is reaching the retail platform’s target customer of women aged 45 to 65. This data ecosystem will mean Sky Media can tailor campaign messaging to specific customer groups, maximising the relevance and engagement of the creative.
JD Williams continues to take a stand against the ‘invisibility’ of midlife women, celebrating their relevance, roles and individuality in its new campaign fronted by the stars of Sky Media’s channel portfolio.
A series of 10” TV idents, 30” and 60” spots will feature TV personality and comedian, Judi Love (Out of Order, Comedy Central), and Channel 5 presenter Helen Skelton (Springtime on The Farm, Dan and Helen’s Pennine Adventure), being interviewed by TV presenter Gok Wan. The interview delves into their lives to discuss how their style and fashion confidence has changed in midlife.
JD Williams will also be the exclusive sponsor of Channel 5 content that leans into the theme of Inspired Living; including female-fronted shows such as The Hotel Inspector and Susan Calman’s Great British Cities.
In a creative extension of the TV activity, customers can access long-form (10 minute) versions of the interviews on jdwilliams.co.uk. During these, Wan will explore Judi and Helen’s individual style using JD Williams’ fashion, shapewear and beauty products, and giving viewers a peek into their lives and wardrobes . All the content has been produced by Sky Media.
Leveraging Sky’s full ecosystem of content platforms (linear TV, BVOD, Shortform VOD and AdSmart from Sky), a QR code will be used to direct viewers to jdwilliams.co.uk, allowing the company to measure and target its campaign further, as well as gain a deeper understanding of a customer’s shopping journey.
Meanwhile, measured activation across Sky Media’s and Channel 5’s digital and social channels, will reinforce the campaign’s message and give viewers even more content to explore.
The integrated media strategy, devised by the7stars, will see the campaign play out across Channel 5 and Sky channels, Global OOH sites, Smooth FM & Heart FM 5, Hearst’s Good Housekeeping and Red magazines as well as paid and organic social.
N Brown director of group marketing and creative Sam Walker commented: “JD Williams champions midlife women and we’re excited to be launching a campaign with Judi, Helen and Gok to help women feel confident in dressing for midlife style.
“We understand our customers better than anyone, so we’ve worked with Sky Media to ensure that our campaign messages are more targeted across Sky’s platforms and to benefit from the wealth of data that we’ll gain through Sky’s ability to engage with their audience. JD Williams is all about making women feel amazing, and we’re confident that our new campaign will resonate with our customers.”
N Brown has undergone a major digital transformation over the past few years, from lumbering mail order giant producing huge printed catalogues to a digital-only business, optimising and personalising its product messages. As well as JD Williams, the group owns Simply Be, Jacamo and Ambrose Wilson.
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