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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.