J. Walter Thompson’s Content Division Backs Up Recent Debenham’s Campaign with How-To Series

J. Walter Thompson’s content division has created eight 30 sec films, from scripting to final product, as part of its latest ‘A Match Made in Debenhams’ Autumn campaign for the retailer, which launched last week.

The films, which will be backed by short-form Instagram posts (also created by J. Walter Thompson) will be released through the Debenhams owned-channels. The first two have launched September 7th with the last six being uploaded over the next two weeks 

They are designed to give shoppers hints, tips and the confidence to piece together on-trend fashion looks from the broad range of Debenhams designers. They showcase some of the season’s key looks from Patrick Grant, designer of Hammond and Co., and Savannah Miller, designer of NINE by Savannah Miller.

Patrick Grant takes viewers through how best to wear his A/W collection and Savannah Miller stars alongside top blogger Kelly Eastwood - writer of fashion and lifestyle blog The London Chatter – to give viewers tips on the key A/W 2015 trends.

The online films are part of the £1.5m ‘A Match Made In Debenhams’ campaign which re-launches the Debenhams fashion offering. The campaign is currently running across all channels in the UK with print, digital and outdoor advertising, direct mail, PR, social media and in-store activation. 

Carmen Bekker, Management Partner and Debenhams Account Lead at J. Walter Thompson said: “This sort of scalable and quick turn-around content is something that more and more clients are looking for to help drive sales. These short how-to-wear films provide a perfect vehicle to guide our shoppers through Debenhams’ strong product offering.’

Richard Cristofoli, Debenhams Marketing Director said: “Being able to draw on effective, high quality content has really added depth to the campaign and will bring our customers much closer to our rich mix of brands  and designers.

‘A Match Made In Debenhams’ celebrates that moment when a look comes together perfectly and the video content featuring our designers gives our customers advice and inspiration on how that can be done”.