The Iconic is a leading online fashion and lifestyle retailer in Australia and New Zealand, offering a wide range of clothing, footwear, accessories, and beauty products from top brands. Known for its fast delivery and customer-centric approach, The Iconic provides an unmatched shopping experience.
THE ICONIC 'Got You Looking'.
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Brand awareness
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Brand preference
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Weekly traffic, with 41% new user traffic
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Average basket value (ABV) higher than pre-campaign
The Challenge
THE ICONIC, once a trailblazer, found itself facing significant challenges amidst a changing economical, technological and post-covid landscape. The erosion of its distinctive brand identity, coupled with a shift towards discounting and short-term marketing, led to a decline in brand salience and customer engagement.
Despite a loyal customer base, THE ICONIC was struggling to attract new users, hindered by a lack of brand recall and an oversaturated market. Internally, the company also grappled with a diminished sense of purpose and clarity.
The Solution
'Got You Looking' - a platform designed to unashamedly get heads turning, eyes re-looking, fingers scrolling and everyone sharing.
Our approach was to invoke the first law of advertising - get noticed - and have some good old-fashioned fun along the way, leveraging a high-reaching brand channel strategy to support ongoing performance.
Long lasting success comes to brands that commit to their story, rather than changing with the seasons. A flash-in-the-pan campaign wasn’t enough. We needed a truly transformational platform for brand and business that was not only memorable and ownable but would provide a foundation for years to come.
The Results
The campaign was highly successful in improving brand perception and driving consumer action. Brand awareness increased by 4%, preference rose by 8%, and purchase intent jumped by 10%, all surpassing industry benchmarks.
This positive sentiment translated into significant behavioural changes. Website traffic surged by 14.7% weekly, with new users contributing to 41% of the total. App downloads climbed 10% year-over-year, and onsite engagement reached a remarkable peak of 41% year-to-date, even surpassing Black Friday levels on a single day.
Commercially, the campaign also delivered impressive results. The average basket value increased by 10.6% compared to pre-campaign levels, and valuable partnerships were formed, further enhancing the campaign's overall impact and value.
Innovating to Impact
The story of how THE ICONIC got Australia looking is one of collaboration and creative bravery. Two agencies, numerous internal and external stakeholders, industry-leading production partners, and 2,000 bags of sequins came together like never before to create an iconic campaign that broke the mould and immediately captured the nation's attention.
The campaign’s innovative approach and creative bravery allowed it to break through the noise. By embracing a bold, playful attitude and staying true to its brand identity, THE ICONIC was able to rebuild its market position and attract new consumers, while also deepening engagement with its existing customer base.
Through creative collaboration, strategic media planning, and a commitment to delivering a fun and memorable brand experience, THE ICONIC once again became a brand that gets noticed.
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