THE ICONIC

The Opportunity‍

Once a disruptor, THE ICONIC had become hooked on the discounting drug that had ensnared many peers. Prioritising performance marketing over brand building, the once distinctive brand was fading into the dreaded sea of retail sameness.

Between 2022-23 spontaneous awareness had fallen from 9.1% to 6.5%.

In partnership with Dentsu Australia, we delivered a transformative brand campaign that would remind everyone who THE ICONIC were. ICONIC by name, iconic by nature.

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Our Approach

We launched the campaign with a strategy to reinvigorate brand saliency, using the eye- catching formats of video, OOH, cinema, and high-impact display.

We partnered with On Device to measure the effectiveness of our upper and mid-funnel activities, gaining valuable insights into brand health, equity, and future demand.

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The Result

The Got You Looking campaign drove a consistent 14.7% surge in weekly traffic, welcoming 11.4M new users, and skyrocketing consideration, preference, and purchase intent far beyond industry norms.

Not to mention a traffic spike rivalling Black Friday levels on a single day.

The campaign also delivered outstanding uplifts through all levels of the funnel, including metrics such as consideration, brand preference and purchase intent, with increased uplift in key demos.

We also saw positive changes in brand associations, with notably higher lifts in brand trust among non-regular shoppers and monthly category shoppers.

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