Cross Channel Broadcast Campaign

 Retail entertainment has had to evolve to stay relevant, but the personas in which we focus our love and laser like attention haven’t changed much over the years. 

Originally the persona we call “Classic Connie” was the jewelry focused, east coast (or southern states) retiree with a lot of time and a moderate amount of disposable income. She watched the shows, had favorite hosts, and always called in her order. The website was something we advertised, not something she used.

Believe it or not, this persona is still wildly relevant in the home shopping world. But her daughter persona “Relevant Rebecca” who is still working, but without young children,  has surpassed Connie in active customer numbers, reactivation and what’s more, she’s fluent in web and mobile shopping. 

The “cross channel” broadcast campaign had 3 objectives, educate, celebrate and excite. The “cross channel” aspect of the campaign was to create a wide net and educate “Relevant Rebbeca’s” on select cable channels about Evine (now Shop HQ). We also wanted to celebrate the singular essence of home shopping: the energy of entertaining product experts in a live TV studio.  

In focus groups we kept hearing how viewers didn’t intended to watch home shopping, or even buy anything, but ultimately they got “sucked in.” By putting a spin on the idea of being “drawn in” to the show, and the benefits of seeing products in action and having experts curate brands, we hoped to excite folks who never intended to watch our channel.

As a follow up to the successful 2018 campaign, we wanted to follow the bouncing ball. Our celebrity brands had done really well. By tuning into those shows, the audience benefited from their celebrity expertise and they could interact with these nigh unreachable stars. These shows had great viewership, but there’s always room for growth.

 We also wanted to hone in on that sense of envy. We offer some of the best brands and many are exclusive. By selling the “art of wow” we offered that direct line to the best of the best

Fall of 2019 saw a massive re-org of the company resulting in the elimination of most of the Creative Department (and C-Suite) as well as a name change (Evine – Shop HQ.) Tonally this cross channel campaign is different because not only was our creative direction coming from offsite, we’d dropped our focus on customer personas, but our primary goal was to make a 30 second promo spot on a shoe string, not to mention it was done during our most recent COVID holiday.

The sell was making the idea of “bill to / ship to” seem like a new pandemic-era holiday invention. Ultimately it’s not new at all, but when something is packaged differently, it can feel new.