Fashion brand Simply Be becomes C4’s first ever channel partner

Mark Johnson's picture
by Mark Johnson

Channel has announced that online fashion retailer, Simply Be, has become its first ever channel partner in a deal with E4.

The partnership was forged by 4Sales and Carat Manchester/The Story Lab media agency and starts today, making it the first company ever to sponsor the youth-focused digital channel.

Ten second idents for Simply Be will appear before every show that appears on E4 between 6am and midnight, giving Simply Be unparalleled exposure to E4’s coveted 16 to 34-year-old audience seven days a week.

Year long partnership

The year-long partnership includes a licensing deal giving Simply Be use of the E4 logo alongside their own branding, enabling them to reaffirm the partnership across their own platforms. 

The deal also includes a bespoke digital media package on All 4, targeting young audiences and E4 programming as well as social media content, tapping into E4’s multi-platform audience.

“It was great to work with Simply Be to create bespoke solutions to reach their target audience via E4”, said Rupinder Downie, Channel 4’s Partnerships Controller Sponsorship. 

“They are a brand that encourages everyone to be whoever they want to be in a positive way and this fits perfectly with E4’s light hearted tone of voice and strong youth credentials.” 

Authentic and unapologetic

Ed Watson, Chief Brand Officer at N Brown Group which owns Simply Be added, “At Simply Be we are committed to empowering our customers and making them look and feel the best they possibly can. 

“As a brand we are ahead of the curve, authentic and unapologetic and E4 totally mirrors this, being full of energy, existing to entertain and make their audience feel amazing.

“Being the first brand to hold a partnership with the channel is completely aligned with our strategy; we’re on a journey to inspire, influence and connect with our customers and feel that E4 is the perfect environment to do this.”

Peter Metcalfe, Managing Director at Carat said, “I’m delighted that Simply Be is the first ever channel partner of E4. It’s a great fit with both brands sharing very familiar values. 

“The sponsorship will ensure Simply Be has a strong share of voice across the year, help drive consideration through the frequency of messaging and provide an exciting environment to effectively reach our target audience.”

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