PajamaJeans® is a unique brand. At $39.95, it’s also uniquely priced above the typical threshold for direct-response TV products. Selling apparel is especially challenging due to sizing, fit and variety of choices that shoppers must make. But Hampton Direct believed it had the perfect candidate for a Drive-to-Web DRTV success story. Diray Media delivered a highly targeted female-focused strategic plan, leveraging our long-term relationships with networks to negotiate the most efficient prices possible. Zeroing in on a primary audience of women aged 25–54, the campaign achieved maximum exposure among its demographic. Additionally, various web and phone vendors were tested to increase revenue and profits. Utilizing our custom software to analyze activity for both web and phone orders, Diray Media managed CPOs throughout the campaign, adjusting buys for maximum profit.
On the web, PajamaJeans® was able to reposition itself by offering more diverse products and styles to broader demographics. Starting with the Skinny Jeans line extension, which was launched in a variety of colors, the product life cycle was able to be extended. The iconic name is still helping to sell the PajamaJeans® Brand’s Skinny Vintage washed jeans, Bootcut jeans and even a men’s line, all for a higher price point than when PajamaJeans® originally launched.