Find Your Feeling
A fully-integrated brand and retail campaign that encouraged and inspired Australians to shop by feeling.
The Thinking: A lot of purchasing decisions are based on emotion rather than logic. So the team and I at Clemenger BBDO leant into that real hard with the development a fully-integrated, feeling-first campaign — one with hundreds of unique executions running across almost every media channel.
Brand & Retail In One
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Full-funnel Integration
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Brand & Retail In One — Full-funnel Integration —
Myer is a big business, and Find Your Feeling was big enough to accommodate every part of it. So no matter who or where our customers were, we inspired them to shop by feeling at Myer.
At its most refined, Find Your Feeling was beautifully simple. Just one word and one picture said it all.
Find Your Feeling came to life across every paid, earned, and owned channel — from big, beautiful OOH placements (above), to those that don’t usually get much love, like online stores (below).
Find Your Feeling’s creative stretch made it easy to create thumb-stopping paid social content. Content that adhered to each platform’s engagement-boosting best-practices, while still feeling like part of the campaign.
We developed category-specific catalogues that encouraged purchase by delving further into the feelings that particular products would incite in their owner.
We used EDMs to tell deeper stories, helping customers truly understand the feeling and benefit they’d get with their purchases.
Like the Home example above, category-specific catalogues encouraged purchase by delving further into the feelings that particular products would incite in their owner.
With organic social we relaxed our brand guidelines, turning our campaign’s typographic elements into the highly-engaging highlighted-text that was popular on the social platforms at the time.
The conceptual depth of this campaign meant that it translated easily to digital display, delivering a consistent and cohesive brand message no matter where our audience was.
It’s not often that a concept stretches all the way to clearance comms — but this one did. Clever, eh?
