Melbourne, Australia – DECJUBA has delivered record results following the launch of its biggest denim campaign to date, THINK DENIM. WEAR DECJUBA., marking a major moment for the Australian fashion retailer.
Fronted by Australian fashion icon Jess Hart, the campaign introduced DECJUBA’s largest denim range yet, supported by a full-funnel marketing approach designed to drive both awareness and sales.
As part of the campaign, DECJUBA also created The Denim Studio — a denim colour-drenched in-store activation at its flagship DECJUBA Doncaster store. The space featured every style and wash, alongside on-site atelier and styling services, giving customers the opportunity to personalise their denim and experience the extended range first-hand.
To launch the campaign and two-week activation, DECJUBA invited friends of the brand and its community to experience the space first. Offered to friends of the brand and Level 4 DECJUBA Insiders — the brand’s most loyal customers — it acted as both a reward and a way to build deeper connection, with tickets booking out within 3 minutes and 15 seconds and strong in-store engagement throughout.
This was supported by a full-funnel marketing approach across OOH and DOOH, PR, creator partnerships and a refreshed site experience, helping drive both traffic and visibility.
The campaign delivered strong commercial results, including:
● +208% YoY growth in denim sales at DECJUBA Doncaster, contributing ~51% of total sales during activation
● +166% YoY increase in online denim sales and 177% growth in traffic to the denim category page
● +204% YoY increase in organic creator posts (UGC) with 1.4K+ organic creator mentions across Instagram & TikTok during campaign period
“This campaign is a big moment for DECJUBA. Denim is a key part of our customer’s wardrobe, and this was our most considered campaign yet. We wanted to create something that not only showcased the product, but gave customers a more engaging and personal experience with the brand,” said DECJUBA CEO, Audrey Nania.
By combining a strong in-store experience with a clear marketing strategy, DECJUBA has set a new benchmark for how it brings key campaigns to life — using community-led experiences to build deeper customer connection and brand.
DECJUBA denim is available in store and online at decjuba.com.au.
