Which? Launches a Festive Campaign to Empower Shoppers
Georgia Wray Norsten — November 6, 2024 — Special
References: lbbonline
Which? launches a festive campaign designed to empower and protect consumers as the holiday shopping frenzy begins. Developed by creative agency Neverland, the initiative emphasizes Which?’s mission as a not-for-profit consumer champion, guiding people through seasonal spending with confidence.
With a £1.1 million investment, the campaign tackles significant concerns, like misleading Black Friday deals and “shrinkflation” in holiday goods. It features a mix of OOH advertising at key locations, digital content, radio spots, and creator-led content from influencers Hayley Morris and the Ayodi family. Which? ensures these messages reach shoppers when they need them most.
Highlighting its broader role beyond reviews, Which? showcases efforts to investigate unfair practices and advocate for consumer rights. The campaign also includes a media partnership with Channel 4, timed with essential holiday programs and extending into 2025 for year-round relevance. With practical advice and clear warnings, Which? aims to make holiday shopping a more secure and stress-free experience.
Image Credit: Neverland
With a £1.1 million investment, the campaign tackles significant concerns, like misleading Black Friday deals and “shrinkflation” in holiday goods. It features a mix of OOH advertising at key locations, digital content, radio spots, and creator-led content from influencers Hayley Morris and the Ayodi family. Which? ensures these messages reach shoppers when they need them most.
Highlighting its broader role beyond reviews, Which? showcases efforts to investigate unfair practices and advocate for consumer rights. The campaign also includes a media partnership with Channel 4, timed with essential holiday programs and extending into 2025 for year-round relevance. With practical advice and clear warnings, Which? aims to make holiday shopping a more secure and stress-free experience.
Image Credit: Neverland
Trend Themes
1. Consumer-protection Campaigns - Heightened focus on consumer protection and rights is reshaping the marketing landscape by prioritizing transparency and trust.
2. Influencer-driven Advocacy - Leveraging influencers in advocacy campaigns emphasizes personal, relatable endorsements that can sway public perception and behavior.
3. Multichannel Media Strategies - Utilizing diverse media channels, such as OOH advertising and digital content, maximizes reach and ensures engagement across different audience segments.
Industry Implications
1. Advertising - Advertising industry innovations are driven by the integration of consumer rights advocacy into campaign narratives.
2. Retail - The retail sector is witnessing shifts as businesses adopt transparent practices and engage in consumer education to enhance trust.
3. Media - The media industry is seeing growth in collaborations that merge entertainment with informative content, providing value beyond traditional programming.
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