Westfield recruits YouTube stars Sophia Grace and Rosie to front Christmas campaign

Westfield has recruited YouTube stars and regular Ellen Degeneres Show guests Sophia Grace and Rosie for its Christmas campaign, with the duo set to visit Australia for the first time as Westfield’s Happy Giving Experts to help shoppers buy their Christmas gifts.

The approach adopted by the retail giant differs greatly to last year’s Christmas campaign which celebrated giving by telling the story of a boy Nick who grew up giving away everything he owned.

The precocious duo will appear at three Westfield centres as part of the campaign – Miranda on December 2, Southland on December 4 and Garden City on December 6 – while a series of content pieces, created by Moon Communications, will promote their top gift picks for their celebrity friends and parents.

Scentre Group general manager of marketing Sarah Cleggett said: “At Christmas, shoppers are not shopping for ‘things’, but for people. It’s the reaction to a well thought out gift that can be more important than the things we buy.

“We are excited to welcome Sophia Grace and Rosie on their first trip to Australia and share their top gift selections this Christmas.”

A dedicated social, direct and national publicity campaign will further push the campaign, along with in-centre experiential activities and digital and print ads.

It will be further supported by print and digital screens across 39 Westfield shopping centres featuring the campaign, custom publishing of bespoke gift catalogues featuring the duo, and the launch of a new Gift Finder functionality on the centre’s website.


Creative/PR agency: One Green Bean

Creative/Production agency: Moon Communications Group

Media agency: IKON

Custom publishing: Bauer Me


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