Freemans, a digital department store, is innovating with a new Christmas campaign led by Sophie Ellis-Bextor.
- The campaign primarily promotes Freemans’ ecommerce model, moving away from catalogues to an online platform.
- Sophie Ellis-Bextor features in a 30-second TV ad, setting the seasonal tone with her song ‘Freedom of the Night’.
- The campaign aims to engage early Christmas shoppers, aligning with consumer research findings.
- Creative elements include a ‘Style Squad’, enhancing the brand’s appeal with fashion influencers.
Freemans, a prominent digital department store originating from Bradford, has launched a novel Christmas campaign led by musician Sophie Ellis-Bextor. The initiative focuses on ecommerce, marking a significant shift from traditional catalogues to an exclusively online platform. This strategic move is communicated through a 30-second television advertisement poised as one of the first for the festive season.
The advertisement, set against the backdrop of a snow-dusted ‘Sleigh Street’, features Sophie Ellis-Bextor delivering presents, accompanied by a ‘Style Squad’ adorned in the latest seasonal fashion. This creative feature utilizes Ellis-Bextor’s song ‘Freedom of the Night’, which gained recent popularity on a television show, enhancing its festive appeal.
Freemans’ campaign is strategically timed for an early launch, aiming to capture the attention of consumers who start their Christmas shopping as early as October and November, according to recent studies. These findings reveal that 36% of shoppers commence their holiday purchases by October, with an additional 23% starting in early November.
By introducing the ‘Style Squad’, which comprises content creators, influencers, and stylists, Freemans enhances its brand image by offering consumers guidance in selecting fashionable gifts. As Richard Cristofoli, Chief Customer Officer, states, the campaign aims to simplify the gifting process while aiding in festive financial management.
The digital and social media campaign rollout began before the television advertisements, which are scheduled to air on October 26. This strategic timing ensures that the campaign resonates with consumers during their early holiday preparations, reinforcing the message that Freemans is the destination for stylish and thoughtful gifts.
Creative direction for the campaign was managed by Mullen Lowe, alongside in-house teams, with media strategy designed by the7stars. Creative Director Loren Cook expressed enthusiasm over the campaign’s reception, highlighting its ability to position Freemans as a leader in online retail during the festive season.
Freemans’ Christmas campaign adeptly positions it as a leading online retailer, engaging early shoppers with innovative and stylish offerings.
