Westfield to fly out YouTube mini-stars Sophia Grace and Rosie to kick-start its Christmas campaign.
Westfield will attempt to leverage the burgeoning celebrity of international YouTube mini-stars Sophia Grace and Rosie to launch its Christmas campaign.
The YouTube stars have broken out of their digital confines and are now regular guests on the Ellen show, and will be flown to Australia by Westfield to help shoppers pick out the perfect gift.
The pair will make three appearances at Westfield centres in New South Wales, Victoria, and Queensland, while an integrated campaign will be rolled out across Westfield's owned, earned, and paid channels.
In particular there will be a series of video content pieces on Sophia Grace's and Rosie's gift picks for their celebrity friends.
This will be supported by in-centre communications; circulation of 500,000 bespoke gift catalogues; the launch of a new gift finder function on the Wetfield website; a social, direct, and national publicity campaign; in-centre experiential activities, and digital and print advertising.
Agency credits:
Creative/PR agency: One Green Bean
Creative/Production agency: Moon Communications Group
Media agency: IKON
Custom publishing:Bauer Media
