In July 2016 Orchard started working with Halo a Bristol based independent creative agency and their client Scruffs, a leading UK workwear brand.
We reviewed the brief, agreed KPIs and researched the core target markets of tradespeople 16-45 and influencers. Having researched the market, we then looked at the media channels and brands that would best reach the people we wanted to deliver our advertising messages to.
We knew that Halo were going to create some amazing assets for the campaign including 360” video, so we needed to bear this in mind when selecting media channels.
We sent a media brief out to a shortlist of potential media owners which included the likes of TalkSPORT, AdSmart, ITV, Radio X, Mobile Media and Exterion. We reviewed all of the responses to the brief, and structured a media recommendation on the strongest solutions that would best deliver against the clients KPIs.
We ensured that all the elements of the media plan were activated on time and to plan, working closely with the clients (both Scruffs and Halo) and the media owners. We had a campaign that ran across online (display and video), outdoor and radio – where we bought a mixture of promotions and spot airtime nationally and with specific local upweights. The campaign was reported on weekly with regular scheduled conference calls and shared learnings.
The response to the radio promotion which kick started the campaign on TalkSPORT was so good that they’re planning on using the Scruffs activity as a case study themselves – which is testament to how strong the campaign was!
Halo were a great partner when helping us deliver this campaign, and we hope that we made them and the Scruffs clients proud with the results from the media activity.