Case Study

RazzamatazzBe The Next Girl Campaign

thehollaagency.com.au

backgroundPacific Brands is the manufacturer of everyday brands such as: Berlei, Bonds, Clarks, Holeproof, Hush Puppies, King Gee and Sheridan

They’re also the leading supplier of hosiery in Australia with stocking brands including Razzamatazz, Voodoo and Kayser

Razzamatazz first stepped onto Australian TV screens in 1972 with the famous jingle “Oh, Oh! Razzamatazz”. Thirty five years later the Razzamatazz brand is still strutting it’s stuff …

…only to the same audience which is now 40 plus years old!

The challenge was to revitalise and reposition the brand to the next generation of stocking wearers; females aged 16-24

the challenge

key insightsMonitoring of online brand conversations showed nil dialogue for the Razzamatazz brand

Statistics on global internet usage showed 47.5% Australian users were uploading their photos to sharing websites

Our research showed 97.6% of women aged 16-24 that wore stockings had a facebook profile

45% of this group used Facebook on a daily basis

A Nielsen (2009) showed recommendations or opinions posted by consumers online are now the most trusted forms of advertising for companies

the answerAt the heart of the digital strategy was the creation of an online community where users could share their stocking looks with their peers

the answer

The user experience was then shared through Word of Mouth via social media sites such as Facebook, Twitter and Blogs

the answer

The campaign was launched with online advertising, Facebook advertising and Google ad words. The media buy included online fashion and popular culture magazines and included skins, medium recs and banners

Key campaign messaging was crafted around a national search for the new face of the brand

A fashion focused online community was created where users could upload their stocking looks, share their look via social networking and encourage their friends to vote for their look

The online community site included social media share buttons for easy sharing to Facebook and Twitter profiles

the answer

the answerThe key feature of the site was voting for favourite stocking looks

Voting acted as the conduit in Word of Mouth recommendations to their friends via their social networks

Many also shared their look and lobbied for votes by creating dedicated campaign Facebook pages e.g. “Alyce to be the face and legs of Razzamatazz Stockings!”

This Facebook page attracted over 2,000 friends

the answerEach week the user with the most votes for their posted look became the Weekly Winner

In the final weeks of the campaign a panel of Razzamatazz judges selected the Top 25 finalists from the 760 registered users

The Top 25 page included Facebook “like” button functionality

the answer

the answerThe Final 5 girls were selected by popular online vote

The winner announcement for the “Be The Next Razzamatazz Girl” was presented on the NW magazine site via a 5 minute video

the answer

The Final 5 girls were flown to Sydney for a professional photo shoot with celebrity photographer Jez Smith. Following the photo shoot the Razzamatazz judges selected The Next Razzamatazz Girl

• Over 35,000 online links• 1,200 Facebook fans in 12 weeks• 280,801 hits to the Next Girl site• 760 registered Next Girl site users• 1,050 stocking looks posted• 5 beautiful finalists• Next Girl Alyce the new face of

Razzamatazz• A strong sense of shared

experience• The journey started for revitalising

the brand

the results