Our Work

case studies

Myer – Spring Racing

THE CHALLENGE

Position MYER as the fashion destination for race wear. Find a way to connect with women who are passionate about fashion and the races and encourage them to consider MYER to achieve their head-to-toe races look.

THE SOLUTION

We identified that the consumer felt Spring Racing Carnival is the one time of the year where she is on centre stage, she felt it’s not about looking her best… but looking THE best!

However, putting together the perfect races outfit can be a major challenge for most women, creating unnecessary ‘dress-stress’, and MYER did not offer the same support or advice to help pull together the perfect racing outfit as was available in most boutiques.

So we established MYER as the consumers fashion mentor by providing inspiration and ease to help achieve the racing look. We did this by leveraging the credibility and authority of magazine editors – the voices of fashion!

We extended our campaign beyond the pages of the magazines, by having the magazine editors come in store and co-host workshops that provided inspiration, showcased the range on offer and provided credibility beyond the MYER brand itself. 

The same concept came to life on air and online with bespoke content featuring Richard Nylon, Rebecca Twigley and Kris Smith showing how to get the look in MYER.

THE RESULTS

Eight successful consumer events, coupled with editor and celebrity guidance delivered significant results:

  • +8% growth in women exposed to the campaign
  • +19% grown in desired brand metrics*

MYER has established a trusted, credible voice in Fashion
*Synovate research

Myer Spring Racing