Bradford’s Freemans has initiated an innovative e-commerce campaign for Christmas, fronted by Sophie Ellis-Bextor.
- The campaign, launched as one of the earliest festive advertisements, emphasises the brand’s transition from catalogue-based to online retailing.
- Key features include a 30-second TV spot and the ‘Style Squad’, aimed at offering fashion advice and gifting solutions.
- Freemans’ strategic timing capitalises on the early Christmas shopping trend, as revealed by consumer research.
- The initiative was creatively led by MullenLowe, using Ellis-Bextor’s music to evoke festive spirit.
Bradford-based Freemans has made a significant pivot in its marketing strategy, turning its focus sharply towards e-commerce. This move is marked by its latest Christmas campaign led by the renowned Sophie Ellis-Bextor. The campaign is pioneering, featuring a 30-second television advert, which comes as one of the earliest festive ads of the season. The advertisement underscores Freemans’ strategic shift from traditional catalogue retailing to a purely online model, indicated by the tagline ‘exclusively online’.
Sophie Ellis-Bextor, tasked with delivering gifts on the charming ‘Sleigh Street’, is joined by the ‘Style Squad’. This group consists of influencers, content creators, and stylists dressed in Freemans’ latest autumn-winter fashion range. The Style Squad initiative builds upon prior seasonal campaigns, aiming to provide consumers with accessible fashion advice and gifting solutions during the holiday period.
Freemans, recognising the trend towards early festive shopping, opted for an ahead-of-time campaign launch. Research cited by the company notes that 36% of shoppers start their Christmas buying by October, with an additional 23% commencing in early November. This early launch, therefore, aligns strategically with consumer behaviour. Richard Cristofoli, Freemans’ Chief Customer Officer, highlighted this timing strategy, emphasizing the two-month countdown that incorporates two significant paydays before Christmas.
The media strategy and execution were managed by MullenLowe alongside the media agency the7stars. Loren Cook, Creative Director at MullenLowe, expressed that the campaign aims to position Freemans as the optimal destination for stylish and thoughtful gift options for the festive season. The use of Sophie Ellis-Bextor’s track ‘Freedom of the Night’, recently broadcasted on the Strictly results show, is designed to enhance the festive atmosphere, as noted by Ellis-Bextor who expressed her enthusiasm about the project.
This endeavour underscores Freemans’ commitment to adapting to evolving retail landscapes. By launching a campaign that combines early consumer insights with creative holiday cheer, it seeks to cement its place as a leader in the digital retail space.
Freemans’ festive campaign with Sophie Ellis-Bextor effectively underscores its strategic shift to a comprehensive e-commerce model.
