Activation of the Week: The Iconic invites creators and customers to broadcast their looks in live stream ad campaign

Fashion retailer The Iconic this week launched an activation that saw creators and customers invited to a live stream of their outfits in-store with those looks then live streamed as banner ads.

Among the creators who were invited to participate were Instagrammers Fashionista in Suburbia, Bella Cicero, Nadine Kisimba, and Sarah-Jane Adams.

What they said: “This is another amazing example of taking opportunities to push the work harder. What started off as a simple activation brief to support the brand campaign, evolved into a market-first live stream into banner ads, via an amazing activation. We’re also equally impressed by the open collaboration between Dentsu Creative and Love Media to pitch this idea to us,” said Joanna Robinson, Chief Marketing Officer at The Iconic.

Go Deeper: The campaign is the latest iteration of their 'Got You Looking' brand campaign, created by Dentsu Creative. In what The Iconic says is a market-first, creators and customers were invited to choose a curated outfit from The Iconic's latest collection, before fitting into a content box that mimicked the size of a banner ad to be photographed for their campaign shot.

According to the brand, the campaign has surpassed benchmark levels for awareness, consideration, and has led to a 9% increase in purchase intent, in both regular shoppers and new customers.

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