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Hello Molly goes offline ahead of Christmas

Sydney-based online fashion retailer Hello Molly is expanding the places where it acquires new customers to include Spotify, radio, buses and billboards in metropolitan CBDs in the lead-up to Christmas.

The move marks a shift for the online retailer, which traditionally advertised on digital platforms, like search engines and social media sites. But after the success of a television advertising campaign earlier this year, Hello Molly brand creative manager Jasmin Fraser said the brand decided to take its marketing “to the next level”.

“After successfully delving into television advertising earlier this year and seeing significant exponential growth, we decided to take it to the next level. We gained valuable insight into the specific daily touchpoints of our consumer, and identified a combination of online and offline marketing platforms that we wanted to utilise,” Fraser said.

The campaign, titled “Life is a party, dress like it”, will run throughout October to celebrate the second collection of its in-house label Dear Emilia, timed to coincide with the party season ahead of Christmas.

Fraser said the advertising platforms were selected with the Hello Molly customer in mind.

“We know our customer – she’s the girl who’s always on the go and we’re always trying to find new ways to reach her and deliver our message. With the party season kicking into high gear, we’re targeting the micro-moments in between our customer’s busy schedule which will keep Hello Molly at the forefront of everyone’s mind when thinking about their social calendars,” she said.

“We particularly wanted to target customers on their daily bus or train commutes, given it’s such a prime time to tune out and think about something more interesting – such as what to wear to their next big event.”

The campaign is expected to increase the company’s current marketing real estate and drive its presence in the Australian online retail space.


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