The idea was Denim Seeks Soulmate an experience featuring digital pop-up store and in-store activations, supported by outdoor and online.

The pop-up stores, a first for David Jones, took the proof point - we've got the fit for you - into high traffic retail environments that demonstrated a relevant high quality range of Denim. The goal: go in-store.

Once in-store and they'd found their best fitting jeans they could become part of the campaign by participating in the interactive dressing rooms, designed to take a selfie of you in your best denim ensemble, from your best angle. The goal: purchase.

The campaign focussed on full priced sales of denim, rather than discounting to drive an outcome. As a result, women’s denim in particular enjoyed both a sales uplift as well as a significant increase in margin. Overall, for men’s and women’s denim, we were able to lift our gross profit margin on the denim category by over 12% during the campaign period. The incremental profit generated during the campaign generated a 2.35 ROI.

At store level, where interactive photobooths and store eventing were executed, we increased footfall into youth departments and generated +29% sales increase over previous year.