News

David Jones uses influencers to target younger shoppers in Watch This Space campaign

DAV1467_100915_Deus_Navy_SH11_044 2David Jones is backing up its #itsinyou campaign which uses celebrity ambassadors by selecting 11 up and coming youth influencers to be draped in the creations of its fashion brands.

The #itsinyou campaign sparked a debate on social media with many people jumping in to defend the brand for its choice of former AFL star Adam Goodes after a flood of criticism and booing was posted on its Facebook page.

In the Watch This Space campaign, created by Whybin\TBWA Sydney,  uses the aspiring artists, musicians, DJs and designers to target a younger audience.

Between them actor/musician Sophie Lowe, DJ and producers Nick Drabble and Stu Turner of Set Mo, illustrator Gemma O’Brien, dancer and choreographer Amrita Hepi, film director James Chappell and visual artist Kitty O’Callaghan, Kat Harley and Laura Bailey of Mezo, DJ Luens Jacobs, DJ Kristy Lee Peters of KLP and athlete and model Amy Pejkovic, boast more than 175,000 followers across social media.

The retailer has shot the campaign in front of bold colours with each of the up and coming stars in “watch this space” showing off fashions from a range of David Jones Designers.

Click here to see the Watch This Space website

 

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.