Australian marketplace The Iconic has launched a five-day treasure hunt-style marketing initiative to drive consumer traffic on its website, where 25 high-value items worth a collective total of $20,000 will each be sold for $1.
It is the next step in The Iconic’s new full-funnel marketing campaign that was initiated last month under the tagline ‘Got You Looking’, and launched across the platform’s ecosystem, including paid media, customer experience, ecommerce and app touchpoints.
The treasure hunt-style marketing campaign will involve local and international fashion brands such as Nike, Ray-ban, ghd and Country Road, with items including a luxury designer handbag worth over $3,000, a diamond engagement ring worth almost $5,000 and an electric bike worth $4,000.
Five items will be hidden across its website daily for the next five days, outside of the item’s expected category.
Speaking on the full-funnel brand campaign launched last month, The Iconic CMO Joanna Robinson said it included a dedicated ‘Got You Looking’ landing page within the app and website.
“With more than 1,600 brands, 165,000 products and 500 new arrivals on-site daily, The Iconic aims to surface (or suggest) the most relevant products personalised to our customers,” Robinson said.
“Our intuitive navigation and filtering options based on contextual intent-driven descriptions and market leading personalisation capabilities enable our customers to seamlessly discover customised product recommendations, while also viewing similar or complementary items that relate to their individual interests.
“The launch of our new brand platform and refreshed company purpose marks an exciting new chapter for the business. This is just the beginning as we look to supercharge how we reward customers and better support our retail partners.”