At 117 years-old and with 60+ stores nationwide Myer is Australia’s oldest and largest Department Store. In the face of International competition, the rise of fast fashion, and rapid growth in online shopping, Myer is fighting for relevance. Today, shoppers are getting their curation and inspiration elsewhere. Myer needed to stem the exodus of their key shoppers (3% YOY decline) and give them new reasons to shop a Department Store.

The brief was to leverage a three-year commitment Myer had made to the Salvation Army, Australia’s leading Family Violence Charity, and create a new corporate giving model that made a meaningful impact to both Australia’s biggest societal problem (1 in 4 Australian women are affected by Family Violence) and to Myer’s bottom line. That might sound mercenary, but the Myer business wasn’t in a position to donate money without deriving a tangible brand halo and sales benefit.

We announced the creation of the Give Registry at a press launch on 1st Aug 2016. Myer ambassadors stood alongside Myer’s CEO and survivors of Family Violence to introduce the new initiative and initiate the PR push.

From a paid-advertising perspective our focus was an emotive video series developed using voices of real victims of family violence. Each video featured a product available on the Give Registry and the voice of a victim talking about what that product meant when they set up a new home. These videos ran on TV and across paid digital/social. Re-targeting ensured our intended audience saw multiple installments and digital advertising drove traffic to myer.com.au and in-store.

The scale of Myer’s national footprint and customer footfall meant we also made a significant investment in owned assets. Throughout Myer stores, ‘pop-ups’ were constructed to display the Give Registry range, explain how it worked and drive donations.