The Iconic brings ‘Got You Looking’ campaign into 2025, via Dentsu Creative and Love Media

February 17, 2025 10:13

Credit: THE ICONIC

Online fashion retailer, The Iconic, is gearing up to roll out a new iteration of its ‘Got You Looking’ masterbrand campaign, via Love Media and Dentsu Creative.

The latest version of the platform’s campaign seeks to leverage “elevated and unforgettable double-take moments” to showcase the wide range of styles The Iconic presents to consumers.

‘Got You Looking’ first entered the market in February 2024, and has had two more phases since – one in April that featured five Australian athletes, including breakdancer Rachael ‘Raygun’ Gunn and swimmer Alexa Leary; the other in September.

The masterbrand was a success for The Iconic, with the retailer sharing that it had boosted “unprompted” brand awareness by 34%, increased consideration by 5%, and delivered a 9% increase in purchase intent among new and regular shoppers.

“Last year, our focus was to reset and remind Australians why THE ICONIC truly lives up to its name,” shared The Iconic’s chief marketing officer, Joanna Robinson.

“We wanted to get our customers looking again! The campaign and strategy is clearly resonating, so this year, we’re taking it even further – delivering more captivating visuals designed to stop people in their tracks, all while showcasing the breadth of our stylish assortment.”

While Dentsu Creative worked on the creative side of the campaign, Love Media handled its media strategy. The campaign is playing across video in display, cinema, video and out-of-home (OOH) platforms, with the placements chosen to deliver maximum impact.

The newest offering of ‘Got You Looking’ will also be viewable via an interactive activation to be erected at Sydney’s Martin Place Metro Station.

The campaign comes after The Iconic joined the Shift 20 Initiative – a movement from the Dylan Alcott Foundation that first launched in 2023, dedicated to increasing disability representation in the media and advertising space.

According to the retailer’s director of brand, media, and comms, Georgia Thomas, ensuring inclusivity was important for the retailer

“The casting in this round was critical for us. We aimed to showcase a diverse range of talent that truly reflects our customers, each unique in their own way,” Thomas explained.

“At THE ICONIC, inclusivity is at the heart of everything we do and delivers to our core purpose of creating a better way to shop and this campaign celebrates the individuality and diversity of our customer community.”

Meanwhile, Robinson is confirmed to speak at Mumbrella’s Retail Marketing Summit on March 19, 2025, at the Crown, Sydney.

The CMO’s session will focus on how The Iconic successfully broke ecom rules to build its brand.

CREDITS:

The Iconic
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand, Media and Comms: Georgia Thomas
Brand Manager: Rachael Cameron
Head of Style: Nicole Adolphe
Head of Style – Menswear, Sport, Sneakerhub: Danielle Soglimbene
Creative Production Graphic & Copy Manager: Rachel Pink
Social: Max Beniac, Stephanie Cardona

Dentsu Creative
Chief Strategy Officer: David Halter
Chief Creative Officer: Ben Coulson
National Head of Production: Craig Sloane
Strategy Director: Nastassia Kuznetsova
Associate Creative Directors: Leisa Ilander, Gillian Dalla Pozza
Designer: Mike Papa
Group Account Director: Nicky Webster
Senior Account Manager: Ruby Tonkin

Production: Good Oil Films
Director: Natasha Foster
Executive Producer: Juliet Bishop
Producer: Taryn Mueller
DOP: Tony Luu
Production Designer: Cloe Jouin
Casting Director: Peta Einberg Casting

Post Production:
Editor & Online: Jos Eastwood
VFX: Andreas Wanda
Grade: Fergus Rotheram
Stills Photographer: Cole Bennetts
Audio Production: Electric Sheep

Media: Love Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke
Senior Digital Manager: Melissa Mackay

Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.