A targeted platform
Strategically, we focussed on simplicity and balancing local relevance with Klaviyo’s global strategic direction. Building on the insight that Klaviyo’s access to first-party data helps brands to understand customers better than they understand themselves, we developed a guiding idea: “getting closer to your customers”. This concept allowed us to tailor the campaign to different audience segments with targeted messages.
Speaking their language
Working with three iconic Aussie brands, and Klaviyo customers, Budgy Smuggler, Hismile & July we designed a campaign to share their successes thanks to the power of the platform.
Understanding the nuances of each brand’s optimisations and experience with Klaviyo allowed us to tune messaging to language and tone that works best for their specific customers. In other words, we personalised the communications based on the brand association, much like Klaviyo enables the brands to do in their own communications.
The Budgy Smuggler creative leans into being cheeky (pun definitely intended) while July executions are more refined, yet still playful.
Raising awareness
Klaviyo doesn’t have huge brand awareness in ANZ (yet), so the campaign uses the recognition of the associated brands to elevate their presence while bringing them all together under a clear Klaviyo-styled look & feel. The visual executions follow a clear formula for increasing brand awareness:
Hero, high-level messages bring Klaviyo’s name into the headlines.
Supporting product benefit messages focus on Klaviyo’s impact
All signed off with partner logo lock-ups associating Aussie legends with Klaviyo
Smart media placements were chosen, matching up featured brands with locations relevant to them. We owned airports and highways with July to hit people mid-travel, and shopping centres where Budgy Smuggler have stores — as well as broad coverage throughout the city, all coinciding with Klaviyo CMO Jamie Domenici speaking at SXSW Sydney.
