Shopping platform ShopBack has launched a hyper-targeted TVC during Channel Nine’s catch up screenings of Love Island. The TVC was produced to appeal to ShopBack’s fastest growing segment, millennials.
Working with its creative PR agency Poem’s content team, Poem Studio, the 30’ video brings together reality stars from three of Australia’s most talked about shows Martha Kalifatidis (Married at First Sight), Keira Maguire (The Bachelor), and Josh Moss (Love Island) and compares the ‘shock value’ of the massive cashback deals available via the shopping platform to the internet culture.
Says Kevin Azzopardi, head of marketing, ShopBack: “Not only are we educating the Australian market on who ShopBack is, but we are growing the entire cashback category and we’re doing it on a modest budget. That means we have to be hyper-targeted in our marketing approach, focusing on key segments which offer us the most growth potential. Our TVC is an extension upon our highly successful influencer strategy and we’ve seen positive results since its launch in October.”
Says Angus Muffet, country manager, ShopBack: “We’re a fun and cheeky brand and we definitely don’t take ourselves too seriously, being able to reflect this in our marketing is key to attracting core consumers.”
The spot has been viewed more than three million times via digital catch up and has exceeded 380k views organically via the influencers’ social channels, proving its appeal amongst the core demographics.
Says Matt Holmes, co-founder and executive creative director, Poem: “ShopBack is a dream client creatively, due to disruption being in their DNA. In a very short space of time, this ambition has presented us with the opportunity to already work with them across ATL, PR, influencer and experiential to earn the attention of their key millennial consumer audience while making an impression on key retail partners and their competitors. Our hybrid approach between PR and creative is helping to drive better business results and we’re looking forward to a huge 2020 and some really fun creative campaigns working with the ShopBack marketing and sales teams.”
Client Lead: Shopback, Head of Marketing, Kevin Azzopardi
PR and creative agency: Poem
TVC creative and script: Poem Studio
TVC production: yeahsure