Net-a-Porter Group turns to TV following Yoox deal and teams with Mr Porter for first time
Net-a-Porter and Mr Porter have teamed together to create the group's first ever TV Christmas advert, which looks to focus on the ecommerce brands' customer service.
The advert, which launched today (3 November) marks the first work to emerge since online retailer Yoox acquired Net-a-Porter Group last month. Titled ‘All For You’ the film will run across Sky TV, Instagram, YouTube and Apple aims to build on existing brand awareness but also highlight a different side to both Net-a-Porter and Mr Porter, according to Heather Kaminetsky, vice president of global marketing at Net-a-Porter.
"We want to show both our existing customers and all of our potential customers the magic that goes on behind the scenes at Mr Porter and Net-a-Porter," Kaminetsky told The Drum. "We wanted to build upon the existing awareness for the brand and highlight the exceptional service that we deliver, as a lot of care and attention goes into every little detail.
"Usually adverts focus on the front end customer experience but we wanted to show that the back end details also make all the difference."
The decision to combine forces for the campaign comes as the two brands recognised the "synergie" between them. Over the christmas season in particular, the business sees many of its female Net-a-Porter customers shopping on Mr Porter to purchase gifts for their male friends, partners and family members. Likewise, male customers shopping for females head over to Net-a-Porter.
Net-a-Porter will measure the sucess of the campaign by monitoring sales and holding focus groups, with the potential to run combined campaigns going forward.
"This campaign has been a lot of fun and we’ve worked extremely well together so we hope to work together again in the future," added Kaminetsky.
The campaign spans print and digital and will also see the ecommerce brands hit the silver screen for the first in select cinemas.