THE ICONIC’s ‘Got You Looking’ platform enters next phase, via Dentsu Creative and Love Media
THE ICONIC, has released the next stage of its ‘Got You Looking’ masterbrand platform.
The new phase – created within a partnership with Love Media and Dentsu Creative – focuses on THE ICONIC’s sport, beauty, wellness, home and fashion offerings for spring, with the overall goal of revitalising the brand’s in-market presence while reminding consumers why “they love shopping at THE ICONIC”.
The brand utilised the results from a campaign effectiveness study to develop a more refined media strategy. In its current iteration, the platform will prioritise leveraging Amplified Intelligence’s Attention Prove to bolster if performance in the digital media space.
High impact digital out of home (OOH) and video channels will serve as the lead channels for the campaign, while contextual OOH and digital display materials will provide support. Later on in the phase’s cycle, radio will be used to provide listeners with a promotional offering that gives them “a chance to win free tickets to THE ICONIC’s Sounds of Summer Event which continues within the ‘Got You Looking’ lens.”
“Phase two of our ‘Got You Looking’ campaign takes the bold creativity of phase one and builds upon it,” explained THE ICONIC’s chief marketing officer, Joanna Robinson.
“We’ve always been about pushing boundaries and creating a better way for people to shop, and this next phase continues that journey.
“Drawing on our legacy of setting new benchmarks and creating unforgettable experiences, our latest creative is designed to capture attention and remind our customers why they continue to shop with THE ICONIC.”
The fashion and lifestyle brand’s refreshed masterbrand entered the market towards the end of February 2024. With a focus on “creating a better way for people to shop”, THE ICONIC discovered that the strategic move rewarded them with a 10% increase to purchase intent; a 14% boost in onsite traffic; and a 10% year-on-year increase in app downloads.
Brand preference and brand awareness were also strengthened by 8% and 4%, respectively.
CREDITS:
THE ICONIC
Chief executive officer: Jere Calmes
Chief marketing officer: Joanna Robinson
Head of brand, media and comms: Georgia Thomas
Brand manager: Rachael Cameron
Director creative marketing and ecommerce production: Julie Song
Head of style: Nicole Adolphe
Creative production graphic & copy manager: Rachel Pink
Dentsu Creative
Chief executive officer: Kirsty Muddle
Chief strategy officer: David Halter
Strategy director: Nat Kuznetsova
Chief creative officer: Ben Coulson
Creative directors: Zac Pritchard, V. Wassim Kanaan
Designer: Mike Papa
Senior motion designer: Ross Goddard
Group account director: Nicky Webster
Senior account manager: Ruby Tonkin
Senior producer: Warrick Nicholson
Production:
Producer: Natasha Foster
Photographer: Cole Bennetts
Media: Love Media
Managing director: Rob Wall
Head of media: Meredith Graham
Client director: Ash Toeke
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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I don’t get it? Nor is it reminding me why i loved shopping at the Iconic?
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