Background: Daffy's was a New York based "off-price" clothing retailer that sold designer brands at 40 to 70% off, every day. They had several stores. Challenge: Turn around declining sales by emphasizing Daffy's inherent benefit: "40 to 70% off designer brands every day." Solution: A harder hitting message ("You're getting ripped-off if you pay retail") with harder hitting creative and increased spending. Result: With a 25% increase after the first year of the award-winning campaign, Daffy's quickly expanded their marketing effort and added 3 new stores. The campaign also garnered a featured article in The New York Times |
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