Big W partners with Facebook Messenger to launch new brand experience

Big W has partnered with Facebook Messenger to offer Aussies a first-of-a-kind Big W brand experience. 

The mini-movie and craft experience 'The Big-Headed Bilby!' combines at-home craft and digital animation and launches just in time for the school holidays and Sydney's lockdown. 

Forming part of the retailer's wider 'Big Days at Home' content strategy, 'The Big-Headed Bilby!' sees families create craft characters and then upload their photos to Messenger, where their characters come to life in a digital storybook. 

Big W's focus on family, community and a simplified customer offer contributed to its results during the first half of FY21, which saw it deliver a 20.1% increase in sales to $2.6 billion.

This focus has translated to its apparel too, with Big W elevating its family offering of on-trend, accessible and easy-to-care-for garments. 

Big W head of marketing Claire West said the Big-Headed Bilby! offers families a chance to reconnect. 

"From printables to scavenger hunts, and Rap Books to readings, we love helping parents and carers with fun ways to reconnect with their kids during their school breaks.

"The Big-Headed Bilby! is not only a fun activity to enjoy together, it’s also a beautiful story about embracing the differences we encounter in the world around us," she said. 

The Big-Headed Bilby! went live on Facebook Messenger on June 26.