SPANX
It was time for the SPANX underwear revolution to take Australia by storm. Polkadot Communications helped retailer David Jones crack the Australian mass market wide open with an intimate media event followed by celebrity outreach.
Executive Summary
It was time for Australia to be taken over by SPANX and at the time the brand launched we couldn’t have been more ready for the international undergarment phenomenon.
Offering shapewear for all body shapes and sizes, SPANX signed with David Jones as an exclusive distributor.
The Challenge
Internationally-loved shapewear brand, SPANX, made its debut in Australia and called on Polkadot Communications to launch its iconic brand to the Australian market. With celebrities including Oprah and Beyonce linked to the brand overseas, the challenge for Polkadot Communications was to inject the same enthusiasm for the brand as it had seen in international markets and to launch it into retail in conjunction with David Jones.
To drive consumers to purchase directly from their partnered retailer David Jones.
To build hype about a US brand in a patriotic Australian market.
To showcase the versatility of the brand for all shapes and sizes.
Our Solution
Step #1
Polkadot Communications rolled out the launch of SPANX at an intimate event that up to 40 media personalities and fashion editors attended.
Step #2
Our agency set up an exclusive story with ‘A Current Affair’ which captured footage from the launch and aired a positive story about the ‘SPANX Phenomenon’ in Australia. Subsequent stories featured in a number of newspaper and magazine articles in time for spring/summer features.
Step #3
Polkadot Communications seeded SPANX to a number of Australian celebrities, who became local tastemakers for the brand.
Results
When the well known underwear brand SPANX launched in Australia, the brand was already in high demand by media.
Polkadot Communications ran an event and worked with key media to achieve mass market coverage.
Campaign Stats
- Month #1 – Clippings 31%
- Month #2 – Clippings 48%
- Month #3 – Clippings 57%
- Month #4 – Clippings 72%
- Month #5 – Clippings 83%
- Month #6 – Clippings 91%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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