Mulberry.
MULBERRY’S AUSTRALIAN LAUNCH | STRATEGY
Ad campaign
Editorial
The Project
Classic British charm, ‘It Girl’ style and contemporary Australian cool - An iconic Garden Party launches Mulberry to Australian shores.
Drawing inspiration from the Spring Summer collection and the classic novel the 'Secret Garden', Mulberry celebrated the opening of it’s first retail boutique in Australia, with a PR and event-led marketing strategy.
An intimate soiree hosted by none other than the Creative Director herself, Emma Hill drew a celebrity turn out including Jessica Gomes, Miranda Otto, Samantha Harris, Pia Miranda and Nicole Trunfio (to name a few) and had local magazine editors clamouring for an invitation.
Supported by a Print campaign, Social media as well as Instore activation, the campaign delivered impactful results;
Generating over $8million of PR coverage over the first 6months
Securing Mulberry the #2 ranking for highest $ per sqm within the Luxury category in Westfield Sydney Shopping Centre
Driving +20% uplift in Australian online sales
Levi’s.
LEVI'S ‘AMERICANA’ | INTEGRATED CAMPAIGN
Instore Signage + DM Catalogue
The Project
How do you reinvigorate a proud heritage brand, launch a new collection and tell a full range story? An ‘Americana’ themed costume party - of course!
Levi’s has always been a true icon in the fashion world, but in the early 2000’s the brand was struggling to stay relevant with the youth of Australia. No longer the brand of choice amongst tastemakers, they needed some new news to talk about - enter Coloured Denim.
With a clever nod to the brand’s proud American heritage, the integrated campaign comprising Outdoor, Instore Signage, POS and a DM catalogue celebrated the new season collection making Red denim the hero.
Shot over an epic 12hrs at a private location in Surrey Hills, NSW, the campaign was one of the Australian brand teams’ most successful locally-made campaigns.
Successfully repositioning Levi's to appeal to a younger audience, the campaign drove consideration and catapulted the Levi's Coloured Denim range to be the number 1 selling SKU in Myer Dec 2008 - Feb 2009.
Little Connoisseur.
LITTLE CONNOISSEUR | BRAND STRATEGY
Brand Imagery
Website
Social Media
Editorial
The Project
A New Era of Decor & Accessories for Little Ones - Little Connoisseur.
In 2015 the Australian children’s decor category was dominated by big, bright and colourful… while in the design world muted colour palettes and scandi styling were right on trend.
Defying the conventional ‘kids’ aesthetic, Little Connoisseur launched to market delivering a fresh perspective on what children’s decor and accessories could be.
Successfully filling a gap in the Australian market for thoughtfully designed, Australian made decor & accessories for children, the brand placed an emphasis on quality craftsmanship and attention to detail, offering a more ‘grown-up’ contemporary aesthetic.
Drawing inspiration from french and scandinavian interior trends, the brand created its own unique identity, brought to life with local photograher / stylist Mel Plambeck.
Through a marketing strategy designed to build an influential circle of macro and micro influencers in the online and social media space, the boutique children’s brand quickly captured the hearts and imaginations of design-loving mumma’s across the globe.
Gaining recognition amongst the interior design community for it’s unique offering, Little Connoisseur was featured editorially in industry leading titles including Inside Out, Home Beautiful, Mama Disrupt, Minty Magazine, Little One, Elle (and more) as well as a host of online platforms including homestolove.com.au.
With endorsements from high profile stylists and influencers including Aimee Tarulli, Nicole Rosenburg and Rebecca Judd, as well as content creation from a carefully selected group of micro influencers, Little Connoisseur cultivated a community of over 35,000 passionate, engaged design lovers on Instagram successfully driving sales growth over 5+ years.
Schweppes - Solo.
SOLO ‘UNBEATABLE COMBO’ | INTEGRATED CAMPAIGN
Online Game
Personalised T-Shirt Generator
Minisite
Digital Media
The Project
What do you get when you add Guarana to Solo? An Unbeatable Combo.
Solo had long been an un-shakeable leader in the non-alcoholic soft drink market but with energy drinks like Red Bull and V rapidly stealing market share it was time to innovate.
Launching new Solo Strong (Solo + Guarana) to market with an innovative integrated campaign, the brand leveraged the idea that this variant would make Solo men even 'manlier' - 1 and 1/2 times to be exact!
Pairing a TVC, with a minisite, social media, plus online game and a T-shirt generator - where men could get there own customised T-Shirt (limited edition of course!), the campaign delivered exceptional results, reaching millions and generating thousands of subscribers - with limited edition t-shirts selling out in record time!
The campaign was so successful it received a Cannes Finalist. Truly an unbeatable combo!
Whiskas.
WHISKAS | KITTY CORNER SPONSORSHIP
Blog content
Social Media
The Project
Whiskas - Project Catification.
Committed to helping all cats live healthy and happy lives, the Whiskas brand was searching for an opportunity to extend their reach and drive engagement amongst a highly targeted audience of cat owners.
Through alignment with the Cat Lovers Festival and Sponsorship of a new Festival feature, Kitty Corner, the brand delivered impactful results.
Centred around Catification and how to keep your indoor cats happy and healthy, the Kitty Corner feature was the purr-fect brand fit to raise awareness and drive education around cat behaviour and mental health, as well as spread some joy!
Brought to life through two giant custom built cat enclosures, fully accessorised with all the latest decor, toys and cat friendly plants, visitors had the opportunity to behold cats at play, engage with industry experts and learn more via accessing a dedicated Whiskas blog via touch screen technologies.
Capitalising on PR opportunities, Whiskas secured prime time coverage via live crosses on main stream TV from Kitty Corner, and in combination with the Cat Lovers Festival’s on-ground reach of over 28,000 plus the support of the integrated marketing campaign, the brand reached millions of cat enthusiasts.