Effies
Australia
How flipping the script from ‘supermodel’ to ‘supermum’ enabled BIG W to drive profitable growth through its womenswear influencer marketing.
Agency
Hypetap
Client
BIG W
Awards
Finalist
Retail
Case Study
Summary
In a category declining and where key competitors dominated the cultural conversation; BIG W brought innovation to the ‘traditional’ department store ambassador strategy - shifting the playbook from ‘unattainable’ supermodel to ‘relatable’ and ‘credible’ mum in Jules Robinson. The result? A new way forward for the brand that drove growth in cultural and commercial value and a marketing return on investment of 271%.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Annalise Cipin | Account Manager | Hypetap |
| Alana Guthrie | Assistant Category Manager – Womenswear | BIG W |
| Amy Badikovich | Design Manager | BIG W |
| Anna May | Marketing Manager – Content & Social | BIG W |
| Brooke Broughton | Communications Specialist – PR and Media Relations | BIG W |
| Brooke Pye | Content and Influencer Manager | BIG W |
| Claudine Laycock | Marketing Manager – Home | BIG W |
| Deb Leader | Head of Marketing – Customer Communications | BIG W |
| Jana Karatasas | Senior Marketing Manager – Clothing & Seasonal | BIG W |
| Joanne Cridland | Womenswear Buyer | BIG W |
| Natalie Duncan | Head of Public Affairs & Communications | BIG W |
| Sally McLean | Senior Manager, Social Media (Former) | BIG W |
| Tamsin Lysons | Senior Marketing Manager | BIG W |
| Zarah Hameed | Marketing Manager – Clothing | BIG W |
| Jules Robinson | Influencer & Brand Ambassador | TSA Talent |
| Sarah Wagner | Director | TSA Talent |
| Nathan Rogers | Author | Hypetap (Contracted) |