Online fashion retailer The Iconic has eschewed broadcast for its latest campaign, rolling it out on digital and outdoor instead.
The campaign was shot in Cradle Mountain Tasmania for The Iconic's Autumn/Winter 2015 collection and, for the first time, the retailer won't be including broadcast media in the mix. Instead, the campaign is rolling out across YouTube, Facebook and using paid advertising on Instagram. Above the line channels for the retailer include Adshel bus shelters and APN's XTrackTV digital billboard network.
The Iconic's MD and co founder, Adam Jacobs, said the campaign is designed to reach its core audience of 25-35 year olds with the digital-heavy channel mix chosen to align with that gorup's media consumption patterns.
Media agency, 360DMG coordinated the buy, while creative was produced by The Iconic's in-house production team, who used a fleet of drones to capture Tasmania's picturesque landscapes.
Jacob said: “This campaign represents several significant ‘firsts’ for us – most notably, the rampant community growth and engagement we’ve experienced on Instagram tells us that it’s right to start including this powerful channel in our advertising mix.
"It’s also the first time we’ve produced all aspects of campaign creative – including footage captured via drones – internally."
The campaign will appear from mid-June.
