Not On The High Street is increasing its marketing spending for the remainder of the year. The online marketplace plans to run consecutive campaigns through December as part of a 120 per cent investment in television and video on demand. The company aims to boost its visibility during the key holiday shopping period by focusing on its independent sellers.
Putting Sellers at the Center of the Narrative
Rachel Wells, the brand experience manager at the company, explained that the push was designed to spotlight the small businesses selling on the platform. She noted that the marketplace wanted to shift the focus away from the corporate brand and toward the people behind the products. Wells argued that this focus is a key differentiator in a market filled with mass-produced or AI-generated goods.
Wells described the human element of the platform as a “superpower.” She emphasized that the business remains founded on real people who pour their effort into creating items. The company believes that customers value these products because they are cherished for longer. The campaign aims to make these makers the heart of the brand’s activities.
Wells mentioned several moments in the production process that stood out to her. She said that visiting the small businesses featured in the campaign was inspiring. These visits allowed the team to uncover more creativity and recognize the talent hiding in Britain. She noted that the amount of craftsmanship in the country is amazing.
A Full-Funnel Approach to Holiday Season
Not On The High Street has committed significant resources to TV and VOD in the fourth quarter of this year. Wells stated that television remains a powerful channel for generating “eyeballs” and ink trials on the brand. She described the period as critical for driving brand awareness, explaining that the company uses a full funnel channel mix to guide customers toward conversion.
Social media is also playing a role in the strategy. The retailer launched a content series offering deep dives into 25 retail partners. Wells explained that a mix of high-fidelity assets from the TV campaign and low-fidelity content on social media creates a strong effect. This approach helps the brand connect with consumers on their devices while they go about their daily lives.
The campaign is in its “infancy,” making it difficult to put hard numbers on performance. However, Wells believes the strategy is sound. The company has seen shifts in brand perception scores after starting similar emotional storytelling efforts last Christmas. Wells expressed high hopes that the current campaign will produce a similar lift in brand perception this year.
Despite the confidence in the strategy, the team faced challenges getting the campaign off the ground. Wells pointed out that the budget is smaller than that of larger competitors. To compensate, the company is starting its messaging early to cut through the noise and prompt awareness before the season begins. This early start is seen as essential for competing against bigger players.
In-House Creative Direction
The company has shifted its creative direction in recent years. Wells noted that the brand now handles its creative concepts in-house rather than using external agencies. This shift has given the team greater control over its messaging. She described the in-house approach as pure and authentic compared to agency work.
