Imagining the 'From Entrepreneur to Enterprise' campaign with Shopify
From Entrepreneur to Enterprise with Shopify
We partnered with Shopify to launch their 2024 brand campaign across the APAC region, with a focus on positioning them as the go-to platform for large-scale merchants. The ‘From Entrepreneur to Enterprise’ campaign highlighted the success stories of three leading Australian brands that have scaled their operations with Shopify. We applied insights from digital channels to new mediums, including Outdoor, Print, and Radio, creating a comprehensive, multi-channel strategy. The campaign featured high-impact placements across digital platforms alongside prominent Out-of-Home displays in Melbourne and Sydney. Our goal was to elevate Shopify’s brand perception, showcasing its ability to meet the complex needs of large enterprises.
Our challenge was to create a campaign that would appeal to large-scale merchants seeking assurance that Shopify could handle the complexities of their migration and ongoing needs.
The objective was to shift perceptions and instil greater confidence in Shopify’s capabilities and stability. By spotlighting successful Australian brands already thriving on Shopify’s platform, we aimed to demonstrate Shopify’s strength as a robust solution for enterprise-level businesses.
Although Shopify has evolved significantly since its first above-the-line campaign in 2020—gaining traction with Australia's largest brands and innovating its offerings—some prospects still see Shopify as primarily serving SMEs.
Through research, we found that the key to shifting this perception lay in targeting those who already view Shopify as a serious contender and helping them fully understand and trust Shopify's capabilities as a powerful solution for large-scale enterprises.
By featuring three prominent Australian brands - LSKD, Petstock and Toys “R” Us, we designed a campaign that not only illustrated Shopify’s evolution beyond its roots in small business but also demonstrated their ability to meet the complex needs of mid to large enterprises across the APAC region.
Hero videos for the campaign were rolled out across a diverse range of digital platforms, including Meta, LinkedIn, Reddit, ITNews, Spotify, Google Discovery and YouTube, complemented by high-impact Out-of-Home (OOH) placements strategically positioned in key locations across Melbourne and Sydney.
In Melbourne, the campaign featured tram wraps, the prominent 3D billboard at the corner of Flinders and Elizabeth Streets and other notable OOH like Tullamarine Freeway, while in Sydney, it included bus wraps, Light Rail panels and the Bondi Junction Super Screen.
Based on results from Singapore alone, the campaign had positive traction, with a 10.8% increase in brand recall and a 5.7% rise in familiarity with Shopify, effectively reaching 67,000 individuals across the country.
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