BUILDING BRAND DESIRE FOR EVERY MELBOURNE MOMENT.

With brand love in Brisbane and Sydney, the Melbourne audience provided a growth challenge.

Our Approach was to take Beginning Boutique to the streets of Melbourne to show the city that it had arrived.

Beginning Boutique has been a force in the female fashion industry since 2008, with a strong footprint in Sydney & Brisbane. The next city to maximise visibility in? Melbourne.

With the aim of building fame, desire & growth in the Melbourne market, and backed by an already established customer base, Beginning Boutique took to the streets of Melbourne to show the city that it had arrived. Through a carefully planned media strategy, focused on our target market of females aged 18 to 24, we set out to show Melbourne that we’re there for every moment – from Friendsmas and New Year’s celebrations to the Australian Open, or even a simple everyday catch-up with friends.

To run a truly successful campaign, we needed to access some of Melbourne’s most impactful media placements. This not only got eyes on the brand, but also made Beginning Boutique

Mustard ideated, produced and implemented a bold and striking creative campaign across the city, with the combined objectives of increased brand awareness for Beginning Boutique, but to also to improve brand recall and drive action. The media that we bought and the placements we were able to get access to certainly achieved that.