CASE STUDY
MILLERS: THE SEEING ME PROJECT
INFO

Client

Millers

Campaign

The Seeing Me Project

Millers is one of Australia’s most iconic female fashion retailers with 360 stores across the country, and a customer base of more than 3 million women. After a period of strong growth since it’s launch in 1993, sales were starting to slow. The Media Precinct identified that 90% of Millers’ customer-base are females 40+ years, many of which have been loyal customers since Millers launch. It was assumed that she was happy with Millers as it was, however declining sales when Millers wasn't in media told us differently. 

 

To reconnect with the women who were once loyal, Millers launched The Seeing Me Project, armed with ‘everyday’ Millers customers as the new brand ambassadors. With a limited media budget and strong retail-sales requirements, we needed to heighten awareness around the Millers rebrand. This meant the media approach had to have both objectives top-of-mind, use high connection values and high levels of intimate-media-consumption moments. Our media mix centered around long form engagement and high impact placement to drive emotional impact with the target audience.  

 

At the end of the campaign, Millers registered a sales growth increase of 4.4%, a 12% increase in the customer loyalty program, and a 123% increase in online store sales. The campaign also achieved an ad content recall of 51%, and an unprompted awareness of 26% (+30%). The real success however, came from their women. Millers’ positive social engagement rose by over 243% and Facebook followers lifted +13%. Millers’ customers applauded our campaign for showcasing ‘them’.

Campaign Lead

Glenda Wynyard

Category

Retail 

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CAMPAIGN ASSETS
CONTACT

Glenda Wynyard 

Managing Director, The Media Precinct

+61 2 8081 2660

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CONTACT US

The Media Precinct

L4 The Old Rum Store

10 Kensington Street

Chippendale, Sydney

NSW 2008, Australia
contact@mediaprecinct.com.au

Tel: +61 2 8081 2660