The key goal was to increase brand awareness across Australia. Binny wanted to design seasonal marketing and communications plans that initiated activity as new collections launched. They were specifically interested in collaborations and partnerships that could share their brand personality in an authentic and genuine way. A snippet of the strategies used and content created is described below.
Partner with a niche group of social influencers to promote Binny knitwear across the coldest months of the year, positioning the category as the go-to for winter warmth.
Secure an exclusive digital collaboration between Binny and online lifestyle destination The Grace Tales to promote four perfect looks for the polo.
Debut the SS17 Binny collection at a high profile runway event.
A fun, personalised and instagrammable campaign where Binny sweaters were gifted to create an experience when unwrapping the parcel.
Key pillars of fashion, lifestyle and beauty were brought together in a two-tier content series that was shared across joint shoppable online platforms, social media outlets and the GRACE magazine all featuring Polo Australia Brand Ambassador Natalie Decorte.
A partnership with the Adelaide Fashion Festival to parade Binny’s SS17 collection, styled by Pip Moroney of Vogue Australia and with Polkaco. Hats.
o Brand Amplification
o Marketing Strategy
o Public Relations
o Social Media Optimisation
o Content Creation
Photography; Binny AW18 Collection, Meaghan Coles for Adelaide Fashion Festival & Michelle Holden for The Grace Tales.