To activate The Carter’s brand, DIJGTAL ran specific Instagram and Facebook content programs, combined with paid customer acquisition campaigns, event activations and email marketing. We were also responsible for collateral design and the strategic creation of key promotions.
We saw there was a lack of high quality hip hop clubs in the region, we knew The Carter could fill that gap and become THE destination for the Sydney hip hop scene. We identified key target markets, their motivations and created personalised content, offers and events appealing to their specific wants and needs, all of which were communicated through our digital channels. This enabled us to attract a steady flow of customers across all trading periods, throughout the day and week.
The strategically targeted campaign, which didn’t have a dollar spent on PR, resulted in a global public relations BOOM, with interviews and articles by some of the biggest media agencies in the world, including The Daily Mail, TIME, Vogue, MTV Australia, COMPLEX USA, KIIS 1065, Marie Claire (Australia and USA), FOX, ET Canada, Yahoo Cosmopolitan Australia & iHeartRADIO Australia.
Within weeks of our engagement we had created the most trending restaurant and bar – talked about globally – with queues around the block of people desperate to get into one of the hottest destinations in Sydney.