ShopStyle by POPSUGAR, the leading fashion search engine, partnered with Sub Rosa to introduce the brand to a national audience through its first national campaign. With a new tagline – We Search, We Find, We ShopStyle – the program introduced the platform to a broader community, presenting its value in a resonant lifestyle context.
Across broadcast television, print, digital and OOH, the campaign successfully increased traffic, search, awareness and purchase intent.
POPSUGAR approached Sub Rosa to design and create ShopStyle’s first national advertising campaign. The campaign objectives included increasing brand awareness and traffic to the site while creatively communicating ShopStyle’s consistent goal of delivering the ideal online shopping experience via its wide selection of fashion products, daily sales alerts, exclusive offers, and curated editors’ picks of what’s trending.
Following a series of focus groups and physiographic profiling of the target audience, Sub Rosa developed a strategic, creative framework that focused on communicating the simplicity of the ShopStyle shopping experience within relatable lifestyle scenes that were truly representative of the everyday behaviors of the market.
From this umbrella concept, two distinct TV advertisements captured key style moments from a day-in-the-life of the protagonist. The relatable environments and aspirational scenarios were punctuated with innovative product integration that reinforced the simplicity of the service and its online destination. Suspending realism, the effect of reaching into the screen and pulling out ‘finds’ was an established theme within each of the executions, acting as a playful depiction of the breadth of product and immediate gratification of using ShopStyle. Each of the videos featured the new tagline We Search, We Find, We ShopStyle to communicate ShopStyle as the ultimate online destination for women to search and discover millions of fashion products from thousands of stores.
The third and final TV spot featured the fashion icon Miranda Kerr. Shot on location in New York, “The Search”, incorporated a playful narrative that balanced the weight of her celebrity with the imaginative product integration.
Off-air creative featured nine fashion themes (including three dedicated shots by Terry Richardson featuring Miranda Kerr) demonstrating the wide range of styles and selection available at ShopStyle in the form of a lay-down. Each of these assets was featured across national print, out-of-home and digital media channels.
The campaign delivered firm and measured success for ShopStyle, including: