Guerillascope - Case Study

Roco Clothing

Guerillascope has worked with Roco Clothing, one of the UK’s leading retailers of quality formal wear for children, since 2016. In early 2019 the brand tasked us with developing a new, data-driven TV advertising campaign that would run over the summer.

Objectives

Deliver increases in traffic and sales at rococlothing.co.uk.
Elevate brand awareness.

Results

Guerillascope’s response to the brief was a strategy that provided a pathway to Roco’s key audience demographic, housewives with children.
This resulted in a plan centred on ITV Breakfast’s Good Morning Britain and Lorraine, as well as spots on channels such as E4, TLC and ITV2.
To boost campaign efficiency, we also targeted specific programming, including Don’t Tell the Bride and Say Yes to the Dress.
Compared to Summer 2018, when the brand was off air, the summer months of 2019 drew a 200% rise in the number of impressions on Google search.
More specifically, organic clicks under the ‘Roco’ key search term increased by 71%.
This contributed to a 16.48% increase in sales through the Roco website.
On average, each TV spot aired generated a 49% uplift in web traffic.
Using Adalyser to track performance, we reduced the Cost Per Visit from Good Morning Britain and Lorraine to £2.24. 34% of all web visits ultimately came from these two shows.
As a result of its success, Roco pushed additional budget into the campaign, increasing its spend by 15%.

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Working with Guerillascope was very beneficial for us on this campaign, which was our biggest ever. Their level of media buying knowledge was second to none, which put us at ease in spending a lot of money with them. Together we made amendments to the schedule which worked so well we spent an extra 15%. We would not hesitate to use Guerillascope again. Patrick Woodward, Head of Digital

Roco Clothing

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Objectives

Results