Full-funnel fashion: bringing style back to Matalan

Matalan worked with Havas Market and Mail Metro Media to turn brand awareness into consumer consideration. Utilising Havas's Converged tool, the aim was to shift perceptions of quality and style, with a focus on consideration growth and sales conversion.

The core strategy was a "One partnership. One audience. Three jobs." full-funnel approach within one trusted publishing ecosystem. This involved inspiring the target audience through YOU Magazine and celebrity talent (Cat Deeley, Christine Lampard), convincing them through Eliza video content, such as "Guess Which Outfit Is More Expensive," to prove Matalan's style rivals the designer brands, and finally converting them with high-impact Daily Mail takeovers targeting key conversion moments.

Planning mapped Matalan's audience journey, assigning distinct roles and KPIs to each stage of the funnel. The campaign successfully drove fashion credibility by leveraging native formats, real talent, and product-focused content. Every funnel stage exceeded its KPI. Eliza content garnered millions of social video views, with MailOnline distribution compounding the effect further. Independent research showed that 71% took action and 37% purchased directly as a result of the campaign. YouGov awareness and consideration both increased, and the campaign delivered an exceptional ROI, which significantly exceeded its target.