Case Studies
Case Study: Runway Everywhere – The After Glow
Objective:
Objective:
Drive fashion relevance, social engagement, and sales during COVID lockdowns by giving customers a reason to dress up—even with nowhere to go.
The Context
It was 2020. Lockdowns were in full swing. Social calendars had evaporated. Work, workouts, and weddings had all moved to screens. For a fashion retailer like The Iconic, this posed a serious threat: no outings meant no outfits.
But rather than accept irrelevance, The Iconic flipped the script: if the world had stopped dressing up because there was nowhere to go, we’d give them somewhere to go—even if it was just their living room.
The Insight
During COVID, people missed the joy of getting ready. Dressing up isn’t just functional—it’s emotional. It’s a ritual that signals occasion, confidence, identity.
So instead of focusing on utility, we focused on emotional utility. We didn’t need nightclubs or brunches. We just needed a reason. And a community.
The Idea: Runway Everywhere
A digital-first extension of our above-the-line campaign, Runway Everywhere turned bedrooms, hallways, and backyards into catwalks.
We encouraged Australians to dress up wherever they were and strut their stuff on social, tagging @theiconicau and using the hashtag #RunwayEverywhere. From loungewear to luxe, activewear to accessories, every look was welcome.
To keep the momentum going, we introduced a live virtual event…
The Main Event: The Iconic Afterglow
(aka The Only Zoom With a Dress Code)
To anchor the campaign, we launched The Iconic Afterglow—a stylish, invite-only virtual hangout hosted on Zoom. Think of it as the Met Gala meets MAFS reunion:
A curated community of fashion-lovers, influencers, and loyal customers
Everyone dressed to the nines in recent purchases from The Iconic
Live styling tutorials, makeup masterclasses, wardrobe challenges, and giveaways
Real-time outfit reactions, polls, and best-dressed awards
Seamless click-to-shop integration for featured items
Entry was simple: share your #RunwayEverywhere post and receive an exclusive invite.
Platform Execution: Instagram & Facebook
Teasers and RSVP drives across Stories, Grid, and Event posts
Instagram Live previews with stylists and makeup artists to build anticipation
Reels and carousels showcasing UGC in all its hallway-runway glory
Facebook event page for The Iconic Afterglow with regular content drops leading up to the big night
Post-event, we released a highlight reel featuring standout looks and shopper testimonials, closing the loop between community and commerce
The Results
Despite the world staying home, The Iconic saw a major lift in brand energy and customer connection:
28M total impressions across Instagram and Facebook
16,000+ pieces of UGC submitted under #RunwayEverywhere
8,500 RSVPs for The Iconic Afterglow (capped at 1,000 participants per session)
71% uplift in engagement on Instagram during campaign period
22% increase in social-driven sales, including strong conversion on featured looks
Bounce rate dropped 18% from social to site during campaign
Net Promoter Score +14 points among post-event participants
The Takeaway
Runway Everywhere reframed fashion during lockdown—not as something impractical, but as something powerful. Through playful participation and virtual connection, The Iconic reminded Australians that style isn’t about going out—it’s about showing up. Wherever you are.
Case Study: rebel keepy up cup
Objective
Objective
Drive engagement, team pride, and social sharing around the FIFA World Cup through a grassroots skills challenge on Facebook and Instagram.
The Challenge
With World Cup fever sweeping the nation, rebel wanted to translate its above-the-line campaign into something fans could actively take part in—not just watch from the sidelines. The ambition was to turn passive support into playful, visible participation while deepening the brand’s connection to football culture.
The Insight
Soccer is more than a game—it’s a shared language. And the keepy up is one of its simplest, most democratic expressions. Whether you're 10 or 40, playing on grass or concrete, it's a move everyone can attempt, and few can resist trying to beat their best.
By reframing the skill as a social team challenge, we shifted motivation from self-performance to collective pride. Fans weren’t just showing off—they were helping their team win.
The Idea
rebel keepy up cup
A nationwide competition encouraging soccer fans to film their best round of keepy ups, upload it to social media, and help push their team to the top of the rebel leaderboard.
How it worked:
Wear your team’s national jersey.
Film your best attempt at consecutive keepy ups.
Post the video to Facebook or Instagram, tagging @rebelsport and using the campaign hashtag #rebelKeepyUpCup.
Submit your score to the rebel leaderboard, where every valid entry contributed to that team’s overall total.
Top scorers earned weekly bragging rights and prizes, while surprise features and curated content kept the momentum alive across the six-week campaign.
Platform Execution: Facebook & Instagram
Launch Phase
Campaign teaser trailers and influencer starter videos were rolled out via Instagram Stories and Facebook Reels.
A football freestyle duo seeded the challenge with eye-catching posts and clean transitions.
Content Ecosystem
rebel reposted standout entries, issued “mini challenges” (e.g. barefoot round, head-only round), and ran weekly leaderboard updates.
Stories and Reels drove urgency and rewarded participation, while carousels showcased winners and the best bloopers.
Leaderboard Microsite
Integrated into the rebel website.
Users could filter by country, team, or region and view highlights from the top players.
Retail Tie-in
In-store signage and POS displays encouraged participation and QR code scan-to-enter mechanics.
Jerseys of top-performing teams received end-cap placement, with messaging like: “Join the team. #rebelKeepyUpCup”.
The Results
The rebel keepy up cup became a standout activation in rebel’s World Cup campaign portfolio—delivering both reach and relevance:
18M+ combined video views across Facebook and Instagram
147,000 entries submitted nationwide
4.2x increase in brand mentions during campaign peak
43% uplift in Instagram engagement, and 39% on Facebook
11,000+ new followers gained during the campaign period
1,900+ UGC posts reshared across rebel channels
Jersey sales rose 21% YoY, with clear spikes for teams topping the leaderboard
Retail footfall increased 10%, especially in stores with local leaderboard displays
The Takeaway
The rebel keepy up cup proved that even the world’s biggest sporting event can feel local—and personal. By tapping into fans’ love of skill, competition, and team pride, rebel didn’t just join the World Cup conversation—it led it.