1. Case Study//Myer Emporium Spring Racing
The Campaign
To cement Myer as the ultimate shopping destination for spring racing, Bauer created a content partnership that showcased Myer’s fashion and accessories through an editorialised lens. Underpinned by spring racing content created by BauerWorks for emporium, Bauer created bespoke editorial to supercharge spring racing.
The Challenge
The challenge was to leverage Myer Emporium assets, creating content across Bauer’s consumer portfolio and do this with a 360 degree cross platform approach that encompasses paid, owned and earned media.
The Delivery
A series of inspiring editorials appeared across Cosmopolitan, Elle, The Australian Women’s Weekly & Harper’s Bazaar.
Each magazine produced a tailored spring racing booklet featuring 111 pages of editorial on spring racing style hacks, offering readers inspirational insights on how to be race day ready.
Advertorials highlighting Myer’s designers and the hottest trends of the season, ensured readers knew how to stand out from the crowd.
Through Bauer’s To Love network, the creation of fashion galleries, native articles and videos with key editorial staff and Myer ambassadors. Consumers could then extend their journey to Myers website, or the newly launchedmyeremporium.com.au.
Facebook posts gave Myer access to Bauer’s large social community of over 2 million, allowing for deeper meaningful relationships with consumers.
The Results
110,000 copies of Myer Emporium Spring Racing broadsheet were printed for Myer
119,000 copies were inserted into the Spring Racing editions of Elle, Harper's Bazaar, Cosmopolitan and The Australian Women's Weekly.
80% of editorial coverage of clothing and accessories across Elle, Harper's Bazaar and The Australian Women's Weekly.
40% of clothing and accessories across Cosmopolitan
Print reach 1.2 million
129,000 impressions (over delivered by 74,000)
Exposure to 2.6 million social followers