Myer
Australia’ s largest department store group Myer has a rich Australian heritage dating back more than 100 years. Myer’ s vision is to provide great shopping experiences while inspiring customers with the latest style trends. Myer was looking for a fresh approach to bring a new women’ s autumn and winter collection to life. Especially it wanted to enhance its fashion authority among 24 to 54-year olds while staying true to its established brand position.
One key aspect of Myer’ s campaign was the collaboration with two key influencers: creative director and blogger Amanda Shadforth and the Myer Ambassador Rachael Finch. Together, the two women created photo content that resonated with the defined target audience on Instagram. It resulted in a seven image series which was shot on the rooftop of Myer’ s flagship store in Melbourne, featuring an industrial setting and dramatic city skyline.
When posted on Instagram these posts captured the attention of women as they scrolled through their Instagram feeds. The successful campaign delivered a 13-point increase in awareness and 22-point lift in ad recall. Brand affinity also rose, particularly among 35 to 40-year-olds, with an 18-point lift among this group.
“ Partnering with Instagram and collaborating with established influencers Amanda Shadforth of Oracle Fox and Myer Ambassador Rachael Finch gave us a whole new way of inspiring and engaging fashion oriented Australian women”
• 22 points increase in ad recall
• 13 points increase in campaign awareness
• 4 points increase in overall brand affinity
• 18 points increase in brand affinity among 35-40 year-olds
EMERGENT CONSULTING AUSTRALASIA PAGE 16- 20