Herbie Frogg are a London fashion brand established in 1969 selling luxury menswear around the UK and Europe. MAD Creative have been working with Herbie Frogg since 2018, helping to grow their brand presence whilst promoting the superb clothing collection via their retail network.
Herbie Frogg came to us to increase their brand awareness with an above the line brand lead advertising campaign. This campaign was a step towards becoming a standalone retail brand and the strategy was to test it first in the tightly defined market area so used Northern Ireland as a test market to help us measure the impact it had with online traffic, retail demand, and ultimately sales.
We sat down with the client at the start of the process to get a good feel for what they wanted to create. Our team then worked on concepts which we felt not only complemented the brand but were eye catching and impactful while still showing off their new range to the full. We presented these to the client and worked with them to help develop their preference whilst ensuring the messaging was strong and attention grabbing across all formats.
With bright coloured blazers being the feature of the Autumn Winter campaign and a new addition to the collection for 2019 the aim was to produce a creative treatment as show stopping as the clothes themselves! We needed something that would stand out among other men’s fashion brands and work across various media on and offline including social media channels and outdoor on 48 billboards and out of home digital screens.
MAD selected the Pulse Screens as a focus of the campaign as they are a fresh format, perfectly located to hit the target the demographic while they were out shopping and therefore in the mood to be thinking about clothing. The subtle motion and vibrant colours these screens produce allowed MAD to maximise the use of striking imagery and get as many eyes on the campaign as possible.
Extending the campaign to social platforms allowed us to maximise budget impact and target the exact demographic for the campaign. The reach of the online element of the campaign was extended across the UK and Ireland directing relevant traffic to HerbieFrogg.com to experience the full collection. The infographic below gives the full breakdown of the campaign which proved so successful for Herbie Frogg that we are planning a UK and Ireland wide campaign for 2020.