Superdry: Turning brand lovers into customers

Superdry, a branded clothing company, mixed up its approach to its key sales category, jackets, by creating the 'This is the jacket' campaign in the UK.

The results

  • Achieved a fourfold multichannel return on YouTube investment.
  • Accrued over 4.8 million views achieving 50% lower cost per view than retail benchmarks.
  • Drove view through rates that were double that of retail benchmarks.
  • Achieved a 58% increase in Ad Recall and a 138% increase in branded Search lift.

Background/business challenge

Fusing iconic vintage Americana and high-impact Japanese graphic imagery with a British twist, Superdry is a truly global fashion brand. Having launched in 2003 with an initial collection of five t-shirts, today it offers seasonal collections comprising thousands of items and over 500 distinctive logos.

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