Agency: Bastion Effect

GETTING MESSY! PUTTING HIGH-QUALITY KIDS WEAR TO THE TEST AND REIMAGINING #DRESSINGTHENEXTGENERATION WITH UK’S BIGGEST E-RETAILER DOWN UNDER, NEXT.COM.AU  
NEXT influencers
THE CHALLENGE

While the AU market is flooded with fashion brands, none do kids wear quite like Next; offering high-quality yet affordable fashion for the whole family and as the UK’s largest e-retailer it’s time to make its mark down under.

After many campaign delays due to COVID-19 restrictions in the UK, Effect wanted to launch #DressingTheNextGeneration 2.0 with a bang to continue to increase brand consideration in the AU market and position the brand in a fun and light-hearted way amongst all the doom and gloom of COVID-19.

THE BRIEF

Following the success of Bastion Effect’s #DressingTheNextGeneration campaign in late 2020, the team was asked to execute a second iteration of the campaign.  The brief was simple – hero the newest kids wear collection via a strategic influencer campaign, supported by a media partnership and proactive media relations.  

STRATEGIC APPROACH

This time around, we challenged 20 influencer families once again – but this time to take advantage of the warmer weather, encouraging them to venture outside to put the quality and durability of Next’s new kids wear collection to the test.   

Fostering creativity, the team executed a fashion road test in celebration of the unapologetically messy, fun-filled side of growing up; encouraging parents to let go of the reins, let their little ones run free and do what kids do best —run amok and get dirty!

Over a period of two weeks, candid mum blogger Amy Gerard (@amy.gerard), author and former journalist Lauren Dubois (@thelaurendubois), ‘fluent in sarcasm’ mum of four Laura Bentley (@_laurabentley_), two-time MasterChef contestant Dani Venn (@danivenn), speaker and panellist Charli Adams (@charli_kate) and podcaster Sean Szeps (@seanszeps), to name but a few, shared their fun-filled experience via videos, reels and static image posts on Instagram with the hashtag #DressingTheNextGeneration, encouraging everyday Aussie families to get in on the fun too for the chance to win a $250 wardrobe, courtesy of Next.  

To amplify this campaign even further, we engaged 9Honey and The Morning Show as media partners and worked with a number of influencers on producing #DressingTheNextGeneration content across these channels.

The Morning Show segment was broadcast three times across a period of three weeks and the 9Honey article was promoted across their parents’ homepage and on social media.

THE RESULTS

Over 10 million impressions and resulting in an 85% sales increase for Australia YOY. 

I can’t highlight enough what a great job you all do. You make it difficult for the other agencies, since the bar is constantly being risen. Bastion really is a great agency, but it’s really about the team. Without the team driving our brand forward we wouldn’t have had such success, which is second to none considering the challenges that we have all faced.

9Honey media partnership