Recent
Campaigns
& Projects.

Case Studies._

We had the honour of working with some amazing clients in the past year. Here’s a snapshot of what we produced for them.

Curious to see what we could do for your brand? So are we.

SUBMIT A BRIEF

Glam by Manicare. (Relaunch)_

THE CAMPAIGN

The Challenge

Beauty accessory heavyweights Manicare asked us to relaunch their false lash brand Glam Eyes. This was a brief laden with challenges, concerning the brand, category perception and major barriers to trial. Our task was to relaunch Glam with the objectives of awareness, brand perception, and trial.


The Idea

To dispel the negative perception of lashes, we came up with a disruptive idea – to conduct Australia’s first beauty-related Social Experiment. Introducing Get Your Glam On, an idea that could cut through the cluttered beauty landscape. With no guarantee of a positive outcome, Get Your Glam On was idea that called for a brave client.


The Execution

The Social Experiment – we enlisted 30 fashion and beauty influencers and their combined social media audience of 800,000 to see if Glam lashes make the difference.

Brand Campaign – we devised a strategy for the brand’s overarching creative territory which played out over retail collateral and digital space.

Video Content & Amplification – we then crafted a video to take the Experiment to a wider audience. This content was amplified through a targeted media approach.

 

THE RESULTS

In the congested beauty category, the Get Your Glam On results were dramatic.

Campaign Results

  • 1.3 million video views (including 811,000 completed views)
  • Over 4 million digital impressions

Sales Results

  • Increased market share from 38% to 46% (+8%)
  • Sales up by 27%

Get Your Glam On was a brave idea enabled through a true client-agency partnership. We achieved heavyweight results for a featherlight product.

LMG is now working with McPhersons across their full health and beauty portfolio which includes brands such as Revitanail, Manicare and Lady Jayne.

 

GUESS. (Fall Denim)_

THE CAMPAIGN

The Challenge

In recent years, denim lines have incorporated designs that fit a wide range of shapes. GUESS jeans are known for their sexy fit but not necessarily how they accommodate different body shapes. Conscious of the fact that many consumers struggle to find jeans that fit, the brand introduced a new Fall Denim Fit range and asked Lifestyle Media to bring it to Australian audiences.

The Fall Denim campaign coincided with a new concept store launch in Miranda, Sydney.


The Execution

We planned a media campaign that would reach our target audiences for both pushes through an optimised mix of messaging and format. Leveraging international assets as well as a locally designed fit guide, we promoted the new GUESS Fall Denim Fit range through digital, print, and radio. Digital activity ran across Facebook, TubeMogul and She Shopped, who created custom video content for the campaign.

The Miranda store launch was amplified through local newspaper print ads, outdoor large format and bus backs.

THE RESULTS

This campaign achieved superb results overall with targeted coverage across all the relevant platforms.

We surpassed benchmarks for video completion and CTR on the 500,000 impressions of the campaign videos.

Sales from the Miranda store launch exceeded those from existing top doors.

Continuing to amplify this iconic American brand within Australian shores, we are now planning the launch of the next GUESS collection and store launch.

 

GUESS. (Christmas 2014)_

THE CAMPAIGN

The Challenge

Champions of Everyday Sexy, GUESS needed cut through in the holiday season of 2014 as did every other brand. Amongst a sea of competing Christmas promotions, GUESS launched Give GUESS, Give Sexy. They needed to position themselves as the go-to brand for the perfect Christmas gifts.


 The Execution

To spread the news, we launched a fully integrated ATL media campaign to drive in-store and online sales for their Christmas Campaign of 2014.  Through an integrated creative + media plan that incorporated digital, newspaper + print, radio and Influencer activity, we ensured that Give GUESS, Give Sexy was front of mind in female Christmas shoppers.

 

THE RESULTS

The pairing of stunning GUESS imagery with the right media effectively amplified their Christmas promotions. We served a total of more than 2,000,000 impressions and achieved 31.25% increase on online sales from the previous year.

QV Melbourne. (SS15)_

THE CAMPAIGN

The Brief

One of the city’s biggest fashion hubs, QV Melbourne wanted to promote their retailers’ Spring offering, drive increased customer dwell times and specialty sales, and expose their brand to a targeted, wider audience that aligns with their retailers. QV Melbourne partnered with Melbourne Spring Fashion Week ’14 and created a custom space – QV Hideaway.

The Execution

Devising an Influencer Strategy that spoke to the major segments of the target audience, we selected leading and emerging Melbourne style Influencers with distinct platforms and unique personal styles to provide multi-faceted coverage of QV Hideaway, key events and retailers.

THE RESULTS

We coordinated dozens of Influencer-crafted content pieces loaded with beautiful inspiring imagery, ensuring the QV x MSFW Spring program had style cred that was of-the-moment and on-trend.

The many thousands of social media interactions and blog views indicated that we effectively amplified the best of QV retailers’ Spring Fashion offering.

MILO. (Tagline Relaunch)_

THE CAMPAIGN

The Challenge

MILO came to us for the relaunch of their famous strapline ‘You’ve Gotta be Made of MILO’. Our brief was to reignite mum’s love for what MILO brings to the modern family unit. We needed to position it as a product that should continue to play an integral role in Australian family life, in the context of increased nutritional advocacy.


 The Idea

Leveraging the global big idea that ‘Sport is a great teacher, Mum is a great coach’ we took the essence of the overarching creative territory, and translated this into something that was more inherently interesting to our target.

Building on the unique strengths of Facebook and putting mum at the heart of it, we used the power of real stories – real families who love sport.


The Execution

We produced 2 unscripted video content pieces and 6 still images, casting 6 Australian families to tell their stories about what sport means to them and how their mum supports their sporting endeavours.

The campaign ran for 6 weeks and our media strategy was to generate high reach early in the campaign. It also allowed for testing of different targeting approaches.

THE RESULTS

MILO received fantastic results through the relaunch of their tagline.

Our campaign achieved the following for the brand:

  • A 15% uplift in Digital Brand Awareness.
  • A 9% uplift in Brand Advocacy.
  • 5.5% uplift in Brand Attributes (based on product goodness and passion for the brand).
  • 250,000 video views.
  • 6,250 hours of one-on-one consumer interaction.
  • 5% increase in number of fans with no acquisition spend.
  • 18,000 comments, likes and shares (1,800,000 additional endorsed impressions through social sharing).
  • 3 x higher engagement amongst Women 25-54 years on MILO’s Facebook page compared to pre campaign period.

‘Sport is a great teacher, Mum is a great coach’ reached more than half (56% to be exact) of all Australian women aged 25-54 on Facebook, signalling a creative idea and execution that resonated strongly with our target.

We are currently working with Nestlé on an exciting follow up campaign for MILO.

David Jones. (Americana)_

THE CAMPAIGN

The Brief

Department store like no other, David Jones tasked Lifestyle Media with increasing traffic to their website and to promote their US fashion brands through competitions and in-store events. We did this by stimulating interest and interaction with their David Jones USA campaign.


The Execution

As part of the tailored event coverage strategy we put together for David Jones, we enlisted four up-and-coming Sydney based Influencers with different personal styles for the main campaign event and the days before and after. We coordinated their attendance, coverage and content.

THE RESULTS

The Influencers published dozens of engaging content pieces across their blogs, social media and newsletters to an audience of over 286,150 fashion fans. The 87 images published over three social platforms helped generated traffic to the client site and social channels, as well as increased interaction with associated promotions. A success!

Get in Touch_

Sabir Samtani
+ 61 433 182 950
hello@lifestylemediagroup.com.au

Level 1 / 46 – 52 Meagher Street,
Chippendale NSW 2008

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