The Iconic has turned its back on broadcast advertising for the first time. So what is it doing instead?
The online retailer has unveiled its autumn/winter 2015 advertising campaign, shot in Cradle Mountain, Tasmania.
The campaign, captured using drones, has rolled out on digital channels including Facebook and Youtube.
For the first time, the etailer will also be advertising on Instagram.
The Iconic will pull back on broadcast advertising, opting instead for AdShel bus shelters and APN's XTrack TV digital billboard platform.
The heavily digital channel mix has been chosen to align with its core audience of 25 - 35 year old consumers.
The Iconic MD Adam Jacobs said the shift in strategy represents a spike in community engagement on Instagram.
"This campaign represents several significant ‘firsts’ for us – most notably, the rampant community growth and engagement we’ve experienced on Instagram tells us that it’s right to start including this powerful channel in our advertising mix.
"In the past year we’ve seen our community size more than double, and nearly eight out of 10 online conversations about The Iconic are taking place here.
"We see this is a seminal moment to change up our awareness strategy to focus on digital channels and begin to move away from more traditional mediums like broadcast."
The campaign creative was produced by an in-house production team who utilised a fleet of drones to capture unique perspectives of Tasmania’s picturesque landscapes.
"It’s also the first time we’ve produced all aspects of campaign creative – including footage captured via drones – internally," Jacobs said.
"Our exceptional production team comprises best-in-class stylists, photographers, videographers, graphic designers and more and we’re extremely proud to tap into their expertise to create work of this caliber under our own roof."
The campaign will appear through mid-June.