GIVE REGISTRY

TitleGIVE REGISTRY
BrandMYER
Product / ServiceNA
CategoryA08. Corporate Social Responsibility
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
PR CLEMENGER BBDO MELBOURNE, AUSTRALIA
Production CLEMENGER BBDO MELBOURNE, AUSTRALIA
Production 2 FLARE PRODUCTIONS BBDO Melbourne, AUSTRALIA
Additional Company MYER Docklands, AUSTRALIA

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Evan Roberts Clemenger BBDO Melbourne Creative Director
Stephen de Wolf Clemenger BBDO Melbourne Creative Director
Elle Bullen Clemenger BBDO Melbourne Senior Creative
James Orr Clemenger BBDO Melbourne Senior Creative
Karolina Bozajkovska Clemenger BBDO Melbourne Senior Agency Producer
Angie Bird Flare Productions Director
Shelley Farthing Dawe Flare Productions DOP/Cinematographer
Sam Coates Finish Post Productions Editor
Selin Yaman Finish Post Productions Producer
Matt Gurry Freelance Composer
Paul LeCouteur Flagstaff Studios Sound Designer/Engineer
Simon Lamplough Clemenger BBDO Melbourne Managing Partner
Sam McConnell Clemenger BBDO Melbourne Account Manager
Natalie Warren-Smith Myer General Manager - Marketing Strategy and Communications
Kellie Lennon Myer General Manager of Content & Experience

The Campaign

The Give Registry is a twist on the traditional Department Store ‘gift’ registry. It’s a list of 40 essential items that can be bought and donated to victims of family violence by Myer customers. Myer then matches every donation one-for-one. The idea came from consultation with victims of family violence. We found that women’s flight from their home when escaping violence is often extremely unstructured and fast. There’s no time to pack or take possessions, and victims have to act quickly on an opportunity to seek refuge before more violence occurs. Rather than receiving money, what victims really seek are bare essentials to start rebuilding their lives. Things like clothes, underwear, cups, bowls, cutlery, bedding, kettles and towels. Simple objects that most people take for granted. These essential items are so varied, only a Department Store can fulfill them. The Give Registry is a three-year program.

Creative Execution

We announced the creation of the Give Registry at a press launch on 1st Aug 2016. Myer ambassadors stood alongside Myer’s CEO and survivors of Family Violence to introduce the new initiative and initiate the PR push. The scale of Myer’s national footprint and customer footfall meant we made a significant investment in owned assets. Throughout Myer stores, ‘pop-ups’ were constructed to display the Give Registry range, explain how it worked and drive donations. From a paid-promotion perspective our focus was an emotive video series developed using voices of real victims of family violence. Each video featured a product available on the Give Registry and the voice of a victim talking about what that product meant when they set up a new home. These videos ran on TV and across paid digital/social. Re-targeting ensured our intended audience saw multiple installments and digital advertising drove traffic to myer.com.au and in-store.

Describe the success of the promotion with both client and consumer including some quantifiable results

Myer’s stated commitment is to deliver $1m (retail value) of items to women affected by Family Violence every year. To date we are on track to achieve that. There have been $608,704 of Give Registry sales from the 1st Aug – 1st Mar 2016 which represents 20,697 individual items. The Give Registry has driven incremental revenue via increased basket size. The average basket size for a Myer customer is $116. Give Registry customers average basket-size is $152 (excluding items bought from the Give Registry). A Give Registry customer spends 31% more than a non-Give Registry customer. And it has driven footfall too. Between August and September 2016 (the months the campaign launched) Myer experienced a 1.5% YOY increase in footfall across its store network. The Give Registry was the only plausible contributor to this increase. Australian earned media value at launch was estimated at over $1.5m by Myer’s Corporate Affairs team.

Explain why the method of promotion was most relevant to the product or service

Myer’s ‘Give Registry’ is an innovative Corporate Giving activation that’s driving a direct retail return. In a world where Corporate Giving and CSR are ‘in vogue’, the Give Registry is a best-practise case study for delivering big brand impact, incremental sales and making a genuine difference to a key shopper audience. It’s creatively brave, emotionally engaging, delivered increased store-visitation, increased average spend-per-customer and drove a host or reputational benefits. It used multiple communications mediums and in-store promotions to capture the imagination of customers and employees alike, and will leave a lasting legacy in the fight against Family Violence.

Myer’s heartland audience is women 18-54 years old. Myer, like many Department Stores, is experiencing declining visitation from this audience in the face of online shopping, fast-fashion and large discount retailers. Myer needed to create new reasons for these women to shop a Department Store. The issue of Family Violence was something that research had shown Myer’s heartland audience felt strongly about. 18-45 year old women believed that more needed to be done to tackle the issue and as 1 in 4 Australian women are affected by Family Violence, a large percentage of Myer’s key audience have direct or indirect experience of the problem. Rather than making a donation to a Family Violence charity, Myer understood they needed to create an idea with scale, that was participatory, had shared goals and engaged it’s shoppers. An idea that touched every Department and united shoppers and staff in a shared ambition.

Links

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