Online electricals retailer AO.com has appointed The Specialist Works to its UK media account after a non-competitive pitch.
This results-driven media planning and buying strategy, which will be benchmarked against actual sales, will see AO.com on a broader mix of media channels including radio, video and social. The Specialist Works will work closely with AO.com’s measurement team to inform the evidence agenda that will underpin an in-campaign flexible approach to media planning and buying.
The integrated comms strategy reflects AO.com’s brand behaviour – an agile, disruptive business that provides an ecommerce shopping experience that excels on price, speed of delivery, seamless user experience and customer happiness.
This fresh media activity coincides with the ambitious Bolton-based online electricals store’s launch of AO Mobile following its acquisition of Mobile Phones Direct in 2018.
Media activity begins in August, with a radio campaign, door drops, and digital testing. Other channels will follow later in the year.
Matthew Pover, chief client officer, The Specialist Works, said: “We are chuffed to bits to be partnering with this big, disruptive, multi-market brand. They’re brilliant humans, their offering is strong, and they wrap it in an experience that turns shoppers into advocates. We’ll be delivering a media strategy for AO.com that unlocks value by outsmarting, rather than outshouting, competitors.”
Cherie Cook, head of marketing, AO.com, said: “The Specialist Works has a proven track record in growing ecommerce brands both in the UK and internationally. We passionately believe in the power of culture, and feel our values align closely with The Specialist Works’. Always wanting to have the happiest customers, we needed a like-minded agency to evolve the strategy for our next phase of growth.”
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