Category: Acquisitions
Advertiser: UNILEVER AUSTRALIA
Product/Service: TONI&GUY
Agency: JWT SYDNEY
Executive Creative Director: Angus Hennah (JWT Sydney)
Executive Creative Director: Mark Harricks (JWT Sydney)
National Creative Director - Digital/Direct: Ashadi Hopper (JWT Sydney)
Photographer: Taek Yang (JWT Sydney)
Writer: Tahlia Calvisi (JWT Sydney)
Director/Editor: Jesse James McElroy (JWT Sydney)
Senior Account Director: Milly Hall (JWT Sydney)
Account Director: Sarah Pritchard (JWT Sydney)
Account Manager: Nicole Conway (JWT Sydney)
Digital Director: Josie Brown (JWT Sydney)
Head Of Broadcast: Damien Whitney (JWT Sydney)
Producer: Vicky Rhedey (JWT Sydney)
Senior Digital Producer: Daniela Gillis (JWT Sydney)
Assistant Writer: Julia Spencer (JWT Sydney)
Assistant Art Director: Delia Mennell (JWT Sydney)
Chief Marketing Officer: Peter Boone (Unilever Australia)
Marketing Manager Haircare: George O’Neil (Unilever Australia)
Marketing Specialist: Candice Fernandez (Unilever Australia)
Marketing Specialist: Radek Strzelecki (Unilever Australia)
Director: Elise Garland (Elise Garland Public Relations)
Media placement: Direct Mail - Distributed To Bloggers - 20 April 2012
Media placement: Internet Film (:30 Pre-Roll) - Online (TheVine.com.au) - 25 April 2012
Media placement: Direct Mailing - Distributed To Fashion Boutiques - 27 April 2012
Media placement: AVANT Card Distribution - Distributed To Cafes - 27 April 2012
Media placement: Direct Mailing - Distributed TONI & GUY Salons - 27 April 2012
Media placement: Direct Mailing - Distributed To Fashion Media - 27 April 2012
Describe the brief/objective of the direct campaign.
When it comes to fashion TONI&GUY is a brand that believes your style is more than just your clothes. As a salon brand with a rich fashion heritage, TONI&GUY enables consumers to create hairstyles that compliment their fashion sensibilities. We called this Hair Meet Wardrobe.
To launch the Hair Meet Wardrobe positioning to Australian consumers, we wanted to go beyond mainstream fashion media and recruit fashion influentials who could help spread the brand's message to consumers.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Blogged & Bound is a platform designed to engage with fashion bloggers and establish a long term relationship with the blogging community. To do this, we created a bespoke publication that profiled a select group of 20 influential Australian bloggers. Each blogger featured across 2 double-page spreads and was photographed by a renowned Australian fashion photographer.
Augmenting the book are 20 accompanying films that explore each bloggers’ rituals and takes the viewer on a journey through their fashion inspiration. Bloggers offer their perspective on fashion while describing the role their hair plays in achieving an overall ‘look’.
Explain why the creative execution was relevant to the product or service.
Despite how far blogging has come, everyone still aspires to be published in something tangible. Being published in something physical is both a personal and public achievement; like a trophy, it's a sign that you've 'made it'. Blogged & Bound met this need and championed self-expression with an authentic voice, shunning the artificiality commonly found when brands engage bloggers.
Fashion bloggers have amassed a dedicated following; a discerning audience that values authenticity while seeking style inspiration. With their reach now on par with traditional media, the influence of these bloggers was undeniable and for a fashion lead brand such as TONI&GUY, Blogged & Bound was a currency that appealed to bloggers.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Blogged & Bound has redefined how a brand can reach an audience through a savvy social-media idea and traditional media tactics.
TONI&GUY successfully recruited 20 of Australia's most influential fashion bloggers and has enabled the brand to reach in excess of 500,000 unique viewers a month. Viewers of these blogs are engaging with content directly attributed to the book across owned platforms including YouTube, Instagram and Tumblr. It has also earned countless media impressions across additional blogs and other content sharing platforms such as Instagram and Pinterest.