JD Williams, a leading platform within N Brown Group plc, the inclusive fashion and homeware digital retail platform, today reveals its brand new campaign in collaboration with Sky Media and Channel 5, in a deal negotiated by the7stars, to target its midlife audience.
The partnership will use both JD Williams and Sky Media’s rich data capabilities to ensure the campaign is reaching the retail platform’s target customer (women aged 45 – 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 fashion guru, Gok Wan. The interview delves into their lives to discuss how their style and fashion confidence has changed in midlife.
From the 15th March, 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 enjoy longform (10 minute) versions of the interviews on jdwilliams.co.uk. During these, Gok 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 aforementioned 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 will be used to direct viewers to jdwilliams.co.uk, allowing JD Williams the ability 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.
Live from the 14th of March, through to the 9th of May, the integrated media strategy crafted 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.
Sam Walker, director of group marketing and creative at N Brown, commented: “JD Williams proudly 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.”
Karin Seymour, director of client and marketing at Sky Media, added: “Our JD Williams partnership is a brilliant example of a modern integrated partnership. Production, access to talent and advanced data sharing means that together with Channel 5 and the7Stars, we can drive JD Williams’ business forward by connecting and engaging their ideal audience.”
Peter Dale, VP, UK ad sales & commercial development, Paramount said: “This bespoke creative partnership is a brilliant example of how advertisers can align themselves with Channel 5 and our high-profile talent to engage and entertain viewers through distinctive, effective campaigns.”
Zach Al-Moajil Cole at the7stars, added: “This is a great branded-content series with a fabulous talent line-up that both reflects and empowers the audience it serves – magnificent mid-life women. It has been a truly collaborative project and it’s great to see the media strategy evolve into a fully integrated, data-fuelled activation incorporating more assets and channels, to really build on the success from last year.”
