The ICONIC Launches Next Phase of ‘Got You Looking’ After Record Results

Australia and New Zealand’s leading fashion and lifestyle platform THE ICONIC, has launched the second phase of its ‘Got You Looking’ masterbrand campaign. 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 Looking’ is THE ICONIC’s latest masterbrand approach that lives at the heart of the online retailer, threading together everything across the platform’s ecosystem, including paid media, cx, e-comm and app touchpoints.

Phase one of ‘Got You Looking’ 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 brand’s presence in the market.

Joanna Robinson, chief marketing officer at THE ICONIC says, “Phase two of our ‘Got You Looking’ campaign takes the bold creativity of phase one and builds upon it. We’ve 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.”

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 ICONIC’s Sounds of Summer Event which continues within the ‘Got You Looking’ lens.