I Wanna See You!
ROCO Clothing are an independent online fashion retailer specialising in occasionwear for children and young teens. After experiencing substantial growth, the team were interested in finding out how TV could boost this growth even further and approached us looking for a fashion ad that could establish their brand as a household name.
ROCO were looking to create a new 30” advert for 2019. They had explored all other digital avenues and found that they had reached the limits of what they could achieve with things like PPC and SEO. They were keen to examine other optimising channels such as TV to generate more brand awareness.
Head of Digital, Patrick Woodward had seen our work with other fashion brands like BooHoo and NastyGal and invited us to share our thoughts on how to translate their brand into motion content.
What would motivate someone's decision to look at the Roco website and take one step closer to becoming a customer? Our research highlighted two main buying motivations Immediate and Subconscious. Immediate - Image, Variety, Durability, Quality and Comfort. Subconscious - Affordability, Convenience, Individuality, Recall, Value.
Using this information we developed two concepts to explore - and decided on a more fashion oriented concept to focus on the product and brand identity. It was important that their TV output remain consistent with their overall brand identity. So, working in collaboration with the design and creative team at ROCO, we developed a tone to suit their Brand Atmosphere guidelines, creating a cohesive style that was unmistakably “ROCO”.
Our aim was to create an energetic and get-up-and-dance experience that not only encapsulates the feeling of those special occasions, but grabs the attention of an audience of parents looking to dress their kids up to the nines.
We provided ROCO with a vast and varied array of cast options from agencies we work closely with. Due to the amount of products we wanted to showcase in the ad we needed a daily large cast of kids to cover all age ranges and demographics. And after auditioning roughly 50 children from all over the UK - we decided on our final seven.
By hiring all three studios spaces at FIVEFOUR, we managed to get everything shot in a single day. And were able to create a wide variety of locations and frames with the help of our Art Director and ROCO’s design team.
As a newcomer to the world of TV advertising, we suggested tracking and monitoring the ad’s effectiveness with Adalyser. A platform that specializes in converting views into traffic and sales.
And the advert? It produced fantastic results! Seeing them achieve their highest sales record to date - with 280% increase in brand searches.
The execution of the creative combined with their use of Adalyser analytics prompted ROCO to increase their TV media spend by 15% and commit to include TV in their marketing strategy moving forward.
behind the scenes
Creative Development
Script Development
Directors Treatment
Mood Reel Creation
Style Treatment
Enhancing the brief
Research & Ideation
Customer Personas
Project Management
Location Management
Budget Management
Casting
UKTV Clearance
Studio Logistics
Music Library Search
Shoot Scheduling
Shoot Logistics
Crewing
Equipment Hire
Content Direction
Cinematography
Production Management
Art Direction
Set Build
