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