The Iconic Poloshirt Campaign
The Iconic Poloshirt Campaign for John Smedley simplifies product selection by re-framing traditional style names into consumer-friendly, usage-based classifications—such as categorizing the 'Adrian' polo as 'The Smart Casual'. Built through close collaboration with product design teams, the initiative translates complex technical details (such as fit and collar construction) into accessible digital storytelling across all online touchpoints to drive customer engagement.
Objective - To eliminate customer friction caused by difficulty differentiating between polo styles, bridging technical craftsmanship with intuitive navigation to increase buyer confidence and drive cross-style purchasing.
Creative - Briefed to Richard Biedul, a menswear influencer and lifestyle contnet creator
The campaign successfully shifted customer purchasing behaviour towards higher-value, full-price products, increasing the value of each transaction rather than relying on higher sales volume.
Compared to PY SP the campaign delivered:
+14.6% revenue
+21.2% gross margin
+19.4% ASP
Exceeded campaign and paid media targets for the Poloshirt campaign, higher ASP, Rev and gross margin YoY.
Paid media delivering 2m reach vs 1m target, 2.06% CTR vs 0.75% target and ROAS 3x target.
