The ad ‘All For You’ sets out to highlight the brands’ customer service and launches today (3 November). It will be shown on Instagram, YouTube, premium websites like Apple, select cinemas and Sky TV and will run through to Christmas Eve.
The luxury online retailer decided to promote its ad on TV for the first time as it hopes to gain new custom, said Net-A-Porter’s VP of global marketing Heather Kaminetsky.
“It’s our biggest Christmas activity to date and it’s the first time we’re going to be on TV and in cinemas. We’re really trying to expand our base to attract new customers. It’s just something we want to try as we’re branching out,” she told Marketing Week.
According to Kaminetsky, it made sense for the brand to partner up with Mr Porter due to the similarities between their target audiences.
“There are a lot of synergies between the Net-A-Porter woman and the Mr Porter man. At both brands, the customer is our main focus. During the holiday season women will be buying gifts for themselves and for men and vice versa, so for us it’s the perfect time and opportunity to work together,” she explained.
While many retailers will be releasing their Christmas ads in quick succession, Kaminetsky believes that the brand’s festive ad has one important differentiator – its focus on customer service.
“The ad shows the care that goes on behind the scenes before you receive the package on your front door. I think it will make us stand out because no other retailer has really focused on that before,” she said.
Both brands have put a social media strategy in place, but will be putting a particular focus on Instagram.
“We are the largest followed retailer on Instagram and were one of the first to be on it. We have an amazing audience there. I think the ability not only to share, but for people to tag their friends, means we’re able to grow our awareness even further,” she said.
- Hear all about the importance of using narrative to foster appeal at this year’s Festival of Marketing. Taking place on 11 and 12 November there will be 12 stages and hundreds of speakers. Click here for information and to book tickets.