A Scottish baby brand established by two entrepreneurs has seen sales of its innovative range of baby products increase by a third after partnering with the STV Growth Fund. STV’s highly successful Growth Fund has been established to support Scottish businesses advertising on television.
Cheeky Chompers recently launched a targeted advertising campaign on STV which reached 40% of adults in the west of Scotland with their adverts appearing in prime STV programming including Dancing on Ice; This Morning; Coronation Street; The Chase; Emmerdale and The Voice. As a result they achieved a massive 16% growth in awareness of their brand over just one month. The campaign also impacted their bottom line - while the advert was on air almost half of their revenue came from Scotland - an increase of 22% year on year.
Established by Amy Livingstone and Julie Wilson, whilst on maternity leave, Cheeky Chompers offers stylish and innovative attachable baby essentials designed to make parents’ lives that little bit easier. Their first products came onto the market in 2013.
Cheeky Chompers joined the STV Growth Fund to access free airtime in return for a share of their future revenues. They worked with STV on media planning and creative development of their advertising adding new Scottish voiceovers and Made in Scotland branding to resonate with STV audiences.
The aim of the STV Growth Fund is to use television to connect Scottish businesses with their consumers earlier in their business journey, allowing them to capitalise on the unrivalled connection STV has with consumers - reaching at least 87% of all Scots every month.
STV director of Strategic Development, Danielle Kelly, said: “It is a pleasure to work with growing Scottish businesses as our investment in the STV Growth Fund is increased. This innovative revenue share approach is allowing us to engage with brilliant Scottish brands like Cheeky Chompers with no upfront risk for them.
“Working with Amy and Julie at Cheeky Chompers to provide our unique insight into how best to tailor their advertising campaign to a Scottish audience was fantastic. The results really speak for themselves - helping companies connect with their customers can accelerate their growth considerably.
“We are delighted to be supporting entrepreneurs Amy and Julie as they continue to build their successful Scottish business.”
Julie Wilson, founder, Cheeky Chompers, said: “It was fantastic working with the STV Growth Fund on this campaign to tap into their insights and expertise and to generate a significant increase in the awareness of our brand as well as some great new customers!”
And the good news for Scottish businesses is that STV has recently confirmed the STV Growth Fund is set to double to £10m investment, meaning more companies will be able to use television as an effective means to drive growth. Further information is available for companies at www.stvgrowthfund.tv and STV’s Commercial team can provide further details and advice on businesses’ eligibility for Growth Fund support.
