Find Your Feeling
A big idea that used emotion to sell everything from a frying pan to a formal dress.
The Thinking: Myer is one of Australia's largest retailers, with hundreds of categories, thousands of products, and millions of customers. Yet we needed a single campaign that would work for them all. So starting with the insight that emotion, not logic, drives most purchase decisions, we developed a truly big idea that encouraged all Australians to shop by feeling.
My Role: Concept Development, Copywriting & Messaging
A Single Idea That Sold Everything
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Awareness To Conversion, Seamlessly
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A Single Idea That Sold Everything — Awareness To Conversion, Seamlessly —
Myer is a big business, and Find Your Feeling was big enough to accommodate every part of it.
Critically, Find Your Feeling didn't stop at awareness. It extended across every paid, earned, and owned channel — including those that don’t usually get much love, like online stores. This ensured our proposition was always present.
Paid social was built for purpose — it didn’t just serve a shrunken billboard. Each execution used native formats and mechanics that maximised engagement, while keeping every post unmistakably Myer.
Category-specific catalogues pushed the emotion even further, inspiring high-intent shoppers with the information needed to convert from browsing to buying. Each catalogue was tailored to the emotional territory of its category, making even functional purchases feel like meaningful one.
EDMs reached Myer's existing customer base with emotional cues matched to their interests. By connecting product to feeling, each send provided reason to click that went beyond features and benefits.
Organic social required something that felt less polished, and more native. By adapting the campaign's visual language to match what was already happening on social channels, Myer felt like part of culture rather than an interruption to it.
Find Your Feeling was present across every touchpoint, reinforcing the association between Myer and feelings no matter where the customer was.
And finally, Find Your Feeling stretched all the way to clearance — keeping the campaign’s equity intact even at the most promotional, price-pointed part of the funnel.
