To leverage Bank of Melbourne’s major partnership with the NGV on their summer exhibition 'The Fashion World of Jean-Paul Gaultier: From the Sidewalk to the Catwalk' and reach new audiences.
Draw on Melbourne’s street style culture by creating an Instagram competition, a strong social media consumer promotion targeting Melbourne fashion followers. Key fashion influencers were used to promote the competition, ensuring access to a new and socially active audience.
We created twelve Gaultier-inspired benches, which popped up in iconic Melbourne locations. Melburnians were asked to snap their street style photo with the JPG-inspired bench and upload to Instagram with #BoMstyle. The competition was split into two stages: a five week entry period followed by a week-long voting period, where weekly winners’ photos were voted on by the public.
The competition attracted over 300 entries, reaching 465,000 Instagram and Twitter users. A number of independent bloggers entered and shared the promotion to their networks, organically spreading #BoMstyle to new audiences. The voting stage counted over six thousand votes, and was a close and exciting finish to the competition.
“This has been our best social campaign to date!”
- Simone Moss, Digital Marketing Manager at Bank of Melbourne