Sunglass Hut needed to build it’s credibility and authority in fashion by increasing brand consideration amongst our Fashion Forward Females (FFF) target audience. Our brand awareness was high, however this was not translating into sales. Brand tracking research showed that we were not seen as “fashionable” or “cool” by FFFs.
Summer is a season FFFs let go and embrace a light-hearted, carefree attitude. Australian summers are iconic –the beach, holidays, fashion and time spent outdoors.
Our FFF seeks fashion authority and inspiration from a variety of places – social media, blogs, magazines, online and outdoor – so this is where we needed to be. Our FFF values experiences over goods and shares these experiences as they happen.
We needed to act as a bold fashion leader, being everywhere our FFF was this summer and creating these moments for her.
Through key fashion influencers, we were able to amplify our “surprise and delight” event pop-ups at iconic locations during summer. Media innovation was key as was bold transit domination in high footfall locations. We used weather and time activated digital OOH placements to catch attention. To top it off we used lighting effects to bring to life the creative messaging of ‘electrify your summer’.
We reinforced our fashion leader position through category first partnerships with Shazam visual recognition, and beacon technology, linking our print, OOH and events.
We also used rich media digital home page takeovers, but rather than buying run-of-site, we worked with InSkin to programmatically and cost-efficiently target our FFFs only with this high impact format across all relevant digital properties
We did the impossible and achieved a bigger summer season than ever before. Sunglass Hut’s sales value increased significantly YOY (compared to same period in 2014-15), absolutely smashing our business targets! We delivered an innovative and holistic solution that drove real business results for Sunglass Hut, above and beyond the task. We were able to generate additional earned media across social and industry PR around our media executions and events.