The Branded content in this campaign constituted online video on owned channels.

Whilst there are regulatory restrictions in Australia on the distribution of owned and earned media through broadcast and pay per view TV, these were not in play for this campaign.

In Australia which is the primary audience, this type of branded content makes up roughly 35% of the digital landscape. On average, expert content produced a 38% higher purchase intent, 50% more brand affinity, and 88% more brand familiarity than content produced by the brand itself. Expert content is so much more valuable than brand content marketing. (Data from Neilsen study).

By partnering with David Jones to produce expert content, we increased the relevancy of the content to the target audience.

Instead of creating a campaign that would get lost in the noise, we created a fashion movement. We put a call out to find Australia’s most passionate, creative and talented teens, offering them the unique opportunity to help shape the David Jones brand.

We called it ‘The Fashion Project’ - a 3-week celebration of fashion, style and creativity. The experience put Australian youth in the driving seat.

The Fashion Project consisted of 4 high-profile initiatives:

Behind the scenes access

Designer master class

David Jones internship

A place on the catwalk

16,424,760 digital impressions

210% increase in website traffic

145% increase in brand engagement

130% increase in website dwell time

17.22% average engagement with campaign content on Facebook – up from 7.05% avg. Jan-Feb.

4,596,763 total impressions on Facebook

48,869 likes & comments of David Jones photos on Instagram

125 posts and 1,191,993 impressions of #thefashionproject photos by others

16,000 total Fashion Project page views

At peak, traffic increased 210.7% on average

7,580 total views of Fashion Project videos on YouTube

64 Twitter mentions by others

330,926 impressions from tweets by others

1,956 entries