“This kind of extra promotion is really valuable to an online retailer like ourselves.”
Licensed apparel e-tailer Character.com is continuing to enjoy success with its branded site takeovers – with the latest one for Miraculous: Tales of Ladybug & Cat Noir seeing sales grow over 100% during the promotion period.
The promotion marked the second time that Character.com had teamed with a brand represented by Bulldog Licensing for a week-long initiative.
It had previously worked with the agent last May on activity for Shopkins.
The Miraculous site-wide takeover ran for one week in July and included a change to the Character.com logo to embrace the brand’s ladybug’s red and black polka dots, a main homepage banner and a top banner running on every page advertising the promotion.
The e-tailer offered 20% off all Miraculous products on the site, which was supported by social media activity including a daily giveaway of Miraculous products such as toys, bedding and make-up among others.
Stephen Hewitt, md of Character.com, told The Source that the company enjoyed thousands of social media interactions and that Miraculous sales increased by over 100% during the promotional period.
The Miraculous nightwear range for Character.com from Aykroyd & Sons is nominated in the Best Licensed Children’s Apparel Range at The Licensing Awards this year, while Character.com has also been named as a finalist in two of the prestigious Retail categories (Best Retailer of Preschool Licensed Products and Best Retailer of Kids’ Licensed Products).
“We love working with proactive licensors and our fantastic Miraculous range has proved to be one of our strongest new licences,” said Stephen. “This kind of extra promotion utilising not only our sales channels, but also leveraging the brand recognition and reach of the licensor, is really valuable to an online retailer like ourselves and can really make a huge difference to the success of individual products and licences as a whole.”
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