The Iconic campaign drives surge in brand awareness

The Iconic has launched the latest phase of its Got You Looking brand campaign after the platform helped stem decline and grow brand health metrics.

The Iconic advertising campaign aims to appeal to new audiences.

Online fashion business The Iconic has rolled out the latest iteration of its Got You Looking campaign after it delivered a 34 per cent increase in unprompted brand awareness last year.

The campaign, created by advertising agency Dentsu and media agency Love Media and launched in February 2024, focused on boosting brand awareness, consideration and purchase intent for the fashion website.

Got You Looking outperformed all benchmarks, delivering a 5 per cent increase in consideration and a 9 per cent boost in purchase intent, in addition to a surge in unprompted awareness among existing shoppers and new customers.

The Iconic chief marketing officer Joanna Robinson said the results were a testament to the power of the brand, which was facing strong competition in the challenging retail market, particularly against bigger-spending competitors such as Amazon.

“The campaign was about resetting and reminding Australians about why The Iconic truly is iconic,” she said.

“It was a tough retail year, and we had competitors like Amazon, who were spending a lot more than us and coming after some of our USPs (unique selling points), particularly those around delivery.

“We had to really fight for share of voice, which meant that we had to have really good creative and a good media buy.”

The Iconic chief marketing officer Joanna Robinson

This year’s campaign is looking to further boost the brand and attract new customer segments including Gen Z shoppers and men, while engaging its core audience of women aged 35 to 55 years.

“It’s pushing the envelope even more and we’re really elevating our fashion credentials even further,” Ms Robinson said. “It’s about stopping people in their tracks and capturing their attention.

“Thirteen years ago, when we launched, we had this 20 to 25-year-old market of early adopters who have grown up with us and they are very loyal to us.

“What we need to do, as a brand and a company, is to make sure that we’re feeding the funnel with that younger generation as well.

“So we’re very focused on Gen Z, but equally, we know that we have to engage our 35 to 55-year-old female market who are big loyalists.

“We’ve also gone after the male customer in a big way and we know there’s a lot of growth there.”

The Got You Looking campaign has already begun to draw in the brand’s younger target, in addition to driving its growth in brand health metrics, said The Iconic director of brand, media and communications Georgia Thomas.

“The younger Gen Zs are coming in through the funnel for this campaign and really enjoying the campaign creatively,” she said.

“One of the reasons we launched this campaign was because our brand awareness was actually dropping. So we have not only stemmed the decline, but we’ve also increased it.

“There’s a long-term strategy here and these results show it’s working.”

The campaign is also the first by The Iconic, since the business joined the Shift 20 initiative which aims to increase disability representation in advertising. As part of its partnership, The Iconic worked with The Dylan Alcott Foundation to ensure the campaign showcased a diverse range of talent.

The Iconic's advertising campaign aims to appeal to new audiences.

“We’ve also been committed to diversity and inclusion, and because we are a convenient option for people to shop from home, which for some less able people is a real benefit,” Ms Thomas said.

“Joining Shift 20 is about how we can take that up a notch and supercharge our moment to show people why representation is important.”

Ms Robinson said values such as diversity, inclusion and sustainability were core drivers for Gen Z consumers.

“If we want to resonate, particularly at the emotional level that we know is the golden nugget of branding, and if we want to make sure that our audience feels something about your brand, we have to do it in an authentic way,” she said.

“It’s important that we get that right, because this is how they feel about the world, and therefore how they’re going to buy into brands, or not.”

The campaign launches on Monday with a 3D installation and interactive activation at Sydney’s Martin Place Metro Station. It will also run across OOH, video and cinema.