The Ultimate Styling Experience
Ivanhoe Traders Association
Shop in Ivanhoe May Competition
A combination of strategy and design with the use of Illustration, online user experience and social media.
Brief
For the month of May The Ivanhoe Traders Association and Marketa in collaboration with renowned personal Stylist Cindy Newstead from Style with Cindy put together a competition to increase awareness of the diverse range of retailers and speciality services Ivanhoe has to offer by encouraging entrants to engage through social media, rewarding them with the ultimate Ivanhoe styling experience.
Prizes include a consultation with a personal stylist, including champagne lunch for the winner and 3 friends and a $1000 shopping session. Each week for four weeks, the competition asks people to enter via the Shop in ivanhoe website with additional entries awarded for Facebook like of the Shop in Ivanhoe Page, Facebook share and Twitter share. All entries are also eligible to win prizes drawn weekly.
The competition confirms The ITA’s commitment to grow its audience, bringing greater focus to their retailers to further unlock the commercial potential of the brands.
Solution
A large focus was put toward an online marketing solution utilising social media channels to engage through Facebook, Twitter and Instagram. For this reason it was important that the solution visually communicated the message of style and fashion and was highly shareable. With the help of our in-house illustrator (Melanie Miles) we created a Fashion Style Illustration that formed the basis of the branding, depicting the essence of the competition and creating consistency across all forms of print and online communication.
Colour was determined by trending colours for AW15 fashion (Monochromatic with pops of cobalt blue and supple reds) applied with bursts of water colour to attract attention and appeal to share. The incorporation of the hashtag #ivanhoestylewin allowed for further engagement and monitoring.
Impact Result
30% increase in online subscribers. 70% increase in site visits. 130% increase in organic reach.
The competition attracted a large interest with increased visits to the website, entries and with the promotion encouraging online participation the increase in social media following and engagement was significant.
