Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, has unveiled the second phase of its ‘Got You Looking’ masterbrand campaign, developed in collaboration with Dentsu Creative.
Building on the success of the initial masterbrand reset launched in March 2024, this new phase aims to leverage the refreshed visual identity that has captivated attention and prompted customers to take a closer look—mirroring THE ICONIC’s own appeal.
In partnership with Dentsu Creative and Love Media, the latest phase of ‘Got You Looking’ further integrates THE ICONIC’s brand across its entire platform, encompassing paid media, customer experience, e-commerce, and app touchpoints. This unified approach ensures a cohesive brand presence throughout the ecosystem.
The first phase of the campaign yielded impressive results, including a 10% increase in purchase intent, a 14% rise in onsite traffic, and a 10% boost in app downloads year-over-year. Additionally, brand awareness and preference grew by 4% and 8%, respectively. The new phase will highlight THE ICONIC’s spring offerings in fashion, beauty, home, wellness, and sport, aiming to solidify customer loyalty and enhance the brand’s market presence.
Joanna Robinson, Chief Marketing Officer at THE ICONIC, commented: “The second phase of our ‘Got You Looking’ campaign builds on the bold creativity of the first phase. We are committed to pushing boundaries and improving the shopping experience. This next phase continues our legacy of setting new standards and delivering memorable experiences, designed to capture attention and remind our customers why they love shopping with THE ICONIC.”
The new phase includes a refined media strategy based on insights from the initial campaign’s effectiveness study. It will focus on optimizing digital media performance through Amplified Intelligence’s Attention Prove for maximum impact and engagement. Key channels for this phase include video and high-impact digital out-of-home (OOH) advertising, supported by digital display and contextual OOH. In the campaign’s final weeks, radio promotions will offer listeners a chance to win tickets to THE ICONIC’s Sounds of Summer Event, continuing the ‘Got You Looking’ theme.
