David Jones formed a collaboration with a former employee. They brought back Australia’s first transgender diva, Carlotta, to dress the famous Sydney store windows – a role she did over 50 years ago as a male teenager.

Through a short film, windows displays, social activations and an instore event hosted by Carlotta – all supported by a media relations campaign – David Jones allowed her to share her incredible, unique life story.

By adding ‘Pride’ to the language from our brand purpose campaign (including ‘Confidence’, ‘Courage’, ‘Sensual’, ‘Elation’ and ‘Power’) and creating the hashtag #DJsPride, they connected the brand to a real and authentic experience that is meaningful to its history and story.

We were briefed two months out from Mardi Gras. We worked with the client to confirm Carlotta, then began concepting the window activations. Six weeks out media targets were developed and additional content was determined. In the month prior to the event video content was created and the window styling brief was given to Carlotta. Materials were written and distributed to press a fortnight before Mardi Gras, and the week prior Carlotta and the David Jones visual merchandising team members created the windows.

The campaign was first pushed via a sponsored Facebook post on Friday 26 February, rolled out across all channels and windows over that weekend, and then culminated with the event on Thursday 3 March.

Media was bought on David Jones’s largest social channel, Facebook, to amplify content.

Citywide media contacts were provided with materials and digital assets to help shape and drive the conversation.

We achieved the objectives of creating dialogue around transgender rights and boosting brand equity. Sentiment across David Jones’s social media accounts and commentary on news articles was overwhelming positive, e.g.: ‘You are so beautiful Carlotta. Good on DJs for their acknowledgement of your hard work and Mardi Gras. Makes me proud to shop there.’

There was also a shift in the decisions of the target audience, as the Sydney city store saw a sales uplift of $174,000 during campaign week.

The campaign resulted in earned media with spots on the number one daily primetime news channel. Carlotta was requested to be a guest host for two entire episodes of a morning panel show.

The campaign converted to real sales results. Return on investment was 134% and the flagship store saw a sales uplift of 4.47% on last year. We touched 1.5 million Australians through media and social reach and engagement.