Harvey Nichols engage young females with new ‘Walk of Shame’ advert

Harvey Nichols engage young females with new ‘Walk of Shame’ advert

Harvey Nichols show that a brand can reach their target audience with the right messaging. Through their new “Walk of Shame” advert, Harvey Nichols have successfully appealed to a younger female audience. Potential consumers are also brought together by sharing their own experiences.

Harvey Nichols recently launched a new 'Walk of Shame' advert, broadcast on Youtube and via their Facebook page. It features girls walking home in their party outfits the morning after a night out, an advert which is out of the ordinary for a luxury retailer. Although their previous adverts also target affluent female consumers, the new advert sends a stronger message, positioning Harvey Nichols as a modern, accessible outlet for young women.
 
WaveMetrix analysis shows that Harvey Nichols’ advert is positively received among female consumers. Although a few find it “sexist”, the majority think it is “brilliant” and relate the advert back to their own experience. They say the advert is “so true” and a few recount their own walk of shame.
 
Response to the advert among female consumers is mostly positive:
 
 
  • Female consumers respond highly positively to advert: The Walk of Shame advert sparks a positive reaction among female consumers. They describe it as “brilliant” and “the most realistic advert this Christmas”. Some also praise Harvey Nichols’ use of “real-women body types” in the advert
  • Brand and product attract low, but highly positive buzz: A few comment on the “cool” Harvey Nichols brand and product
 
Consumers share their own ‘walk of shame’ experiences in response to the ad:
  • The advert prompts women to share their own experiences: A few confess they have “done that before” and say the advert is “so true”. Others comment that they have seen other girls doing the walk of shame on Hammersmith Bridge which features in the ad
  • Others praise the theme tune by Cat Stevens: The background music, ‘Morning has Broken’ by Cat Stevens, also generates a strongly positive response from those who have viewed the advert

 

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