If you can’t outspend them, outsmart them.
Daffy’s was known for its deep discounts. So when the global economy collapsed in ‘08 and even those not in the off-price space began offering similar prices, Daffy’s had to find a way to stand out.
To help Daffy’s reclaim their territory during the recession, we brought their core offering to life. While they were being outspent, they weren't going unnoticed. ‘More Bang. Less Buck’ was a multi-channel initiative that enabled Daffy’s to celebrate their own unique offering - one-of-a-kind styles you won’t find anywhere else -- and reframe the value proposition - from the size of the discount to the uniqueness of what you get for the discount.
Redefining the huge savings synonymous with the Daffy’s brand, we applied the Daffy’s discount to a luxury apartment in Manhattan’s West Village. Daffy’s held auditions for the chance to win a rental lease for a luxury apartment in Manhattan’s West Village at a Daffy’s discount: the Daffy’s Apartment has a suggested rental price of $7,000 per month, but the contest winner would pay a fraction of the regular cost: only $700 per month. “The Daffy’s Apartment” contest and new advertising platform were designed to appeal to fashion- and value conscious shoppers in the current economy, and to re-establish Daffy's as the leading destination for luxury bargains, even in an environment of mass discounts across the retail sector.
DAFFY'S HAD AN UNDERGROUND FAN BASE. HOW DO YOU ACTIVATE THEM WITHOUT ALIENATING THE OLDER DEMOGRAPHIC?
To reach the younger consumer an image that was so explicit it could never exist in traditional media was created. Divided into 40 pieces and posted in subway stations along our their daily commute, with a cryptic call to action designed to speak to them, it enticed the young commuters to work together, aggregate the images, and publish our “unpublishable” image online. We then set up the official Twitter feed where all clues, images and updated information would be released. News of the campaign quickly spread, and NY fashion blog, fashionpulsedaily.com, quickly jumped on board. Within approximately two weeks, all pieces were posted to Twitter and the full image was released.
With the image revealed and the attention of our target consumer gotten, Daffy's deeply discounted price story was delivered by meta-tagging the final image with prices. Users could interact by scrolling over different clothing items to reveal their price. In just a few short weeks, over 100M impressions were earned with very limited media.
FINALLY TWITTER USED TO ITS POTENTIAL.
BRINGING THE DAFFY'S VALUE TO EVERYTHING THE BRAND TOUCHES - INCLUDING A MOVIE TICKET.
To promote Daffy’s winter collection and reclaim their deep-discount territory we combined two favorite holiday pastimes - movies and shopping. New York’s largest movie theater, The Zeigfield, was turned into a contemporary interactive experience, fusing on-screen imagery with front-of-screen performances to blur the lines between live event, cinema ad and online film. These live in-theatre performances were staged throughout opening week became a living embodiment of that essential Daffy’s brand promise, more bang, less buck.
Traffic to daffys.com increased by 257% with average time on site increasing 218%. During the key retail month of December, Daffy’s sales were up 4.3% with an increase across all clothing divisions.