Find Your Feeling
Find Your Feeling
Treat yourself to a dose of confidence with a bold red lipstick or instantly change your mood with a new fragrance. Whatever feeling you’re looking for, you’ll find it at Myer.
MYER Autum/Winter ‘17
Find Your Feeling
Building on the brand proposition ‘The Department of Stories’, the campaign idea ‘Find Your Feeling’ was based on the insight that customers purchase products based on how they make them feel. Creating connections through lived memory, emotional triggers and the promise of potential.
The campaign encouraged this known behaviour by allowing customers to shop by the way product makes them feel rather than the function they serve.
Autumn/Winter is a key time for retail as it is one of the only key periods for retailers to leverage sales at recommended retail pricing. So providing customers with a next level shopping experience is key to demonstrating value and driving desire.
Creating a destination for A/W fashion and beauty in Australia.
The campaign ran from February through to April 2018. During this time, 6 catalogues, 4 direct mailers, 25 EDMs, 3 events, a pop-up shop, VM roll-out and online portal were created.
The main focus categories were fashion and beauty, driving the most sales and activations.
The Beauty Book included Australian Women from across different areas to face the beauty campaign; Deb Hutton, Elyse Knowles, Tina Yong, Stefania Ferraro and Moana Hope.
These influencers were used across multiple media channels; digital, print, the Beauty Event as well as earned media channels such as radio and newspapers.
