THE ICONIC launches second phase of ‘Got You Looking’ campaign via Dentsu Creative

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Australia and New Zealand fashion and lifestyle platform THE ICONIC has launched the second phase of its ‘Got You Lookingʼ masterbrand campaign via Dentsu Creative.

 

Following the highly successful introduction of the new masterbrand reset in March 2024, this new phase will look to further build upon the momentum of the refreshed visual identity, deliberately crafted to draw attention and make customers take a second look – just like THE ICONIC itself.

Created in partnership with Dentsu Creative and Love Media, the second phase of ‘Got You Lookingʼ is THE ICONICʼs latest masterbrand approach that lives at the heart of the online retailer, threading together everything across the platformʼs ecosystem, including paid media, cx, e-comm and app touchpoints.




Phase one of ‘Got You Lookingʼ drove significant growth for THE ICONIC, including boosting purchase intent by 10%, increasing onsite traffic by 14% and generating a 10% surge in app downloads year-on-year, whilst also driving brand awareness and preference by 4% and 8% respectively. The next phase follows the stop-and-look creative, showcasing the platform’s spring offering across fashion, beauty, home, wellness and sport. It aims to reinforce why customers love shopping at THE ICONIC, continuing to re-energise the brandʼs presence in the market.

Says Joanna Robinson, chief marketing officer at THE ICONIC: “Phase two of our ‘Got You Lookingʼ campaign takes the bold creativity of phase one and builds upon it. Weʼve always been about pushing boundaries and creating a better way for people to shop, and this next phase continues that journey. Drawing on our legacy of setting new benchmarks and creating unforgettable experiences, our latest creative is designed to capture attention and remind our customers why they continue to shop with THE ICONIC.ˮ

For this latest phase of the campaign, a refined media strategy was implemented based on insights from the initial campaign effectiveness study. This phase will focus on enhancing digital media performance through Amplified Intelligence’s Attention Prove, ensuring maximum impact and engagement. Lead channels for this phase are video and high impact digital OOH, supported by high impact digital display and contextual OOH. In the final weeks of the campaign, radio will feature a promotion offering listeners a chance to win free tickets to THE ICONICʼs Sounds of Summer Event which continues within the ‘Got You Lookingʼ lens.

THE ICONIC launches second phase of ‘Got You Looking’ campaign via Dentsu Creative THE ICONIC launches second phase of ‘Got You Looking’ campaign via Dentsu Creative

THE ICONIC
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand, Media and Comms: Georgia Thomas
Brand Manager: Rachael Cameron
Director Creative Marketing and Ecommerce Production: Julie Song
Head of Style: Nicole Adolphe
Creative Production Graphic & Copy Manager: Rachel Pink

Dentsu Creative
Chief Executive Officer: Kirsty Muddle
Chief Strategy Officer: David Halter
Strategy Director: Nat Kuznetsova
Chief Creative Officer: Ben Coulson
Creative Directors: Zac Pritchard, V. Wassim Kanaan
Designer: Mike Papa
Senior Motion Designer: Ross Goddard
Group Account Director: Nicky Webster
Senior Account Manager: Ruby Tonkin
Senior Producer: Warrick Nicholson

Production:
Producer: Natasha Foster
Photographer: Cole Bennetts
Media: Love Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke