It’s great to see our work for Ann Summers is contributing to the pleasure retailer’s strong performance and the Dark Desires campaign is continuing to blow the stockings off their customers.
As referenced in Retail Week, Valentine’s week online sales increased by 84% compared with 2014, and in the following week – which can often see a post valentine’s lull – there was a 130% increase from ecommerce compared with the previous year. This coincides with our Dark Desires campaign, which draws on the themes explored in the film 50 Shades of Grey, but turns the idea on its head. Instead of the submissive female character portrayed on screen, it echoes Ann Summers’ defining message of female empowerment.
In the Retail Week article, Ann Summers MD Vanessa Gold is glowing in her praise of the Dark Desires campaign and the results it has achieved: “I am delighted with the positive performance during these peak trading periods and I’m incredibly proud of our Dark Desires campaign, which I truly believe is our strongest campaign to date.”
“Although we anticipated a spike in sales during Valentine’s and the film release, these brilliant sales figures across all of our channels surpassed our expectations.”
We’re pleased to have helped set the scene for these impressive results and have plenty more in store for the future.