Next reveals power of kidswear campaign in Australian market

Next Australia has revealed the power of an integrated campaign with influencers and paid media. 

Speaking to Ragtrader, the UK eTail giant said its #DressingTheNextGeneration campaign proved to be successful in the Australian market. 

The campaign challenged influencer families to have their kids dress themselves for a week and create content around the outfits. 

According to Next, this campaign delivered an 85% sales increase year-on-year for the Australian site. 

"The #DressingTheNextGeneration campaign launched in 2020 was a great success for Next that was focused on kidswear," Next international spokesperson Chantelle Binley said. 

"The campaign was all about empowering Aussie kids to dress themselves for the week whilst their parents sat back and watched it unfold," she said. 

The campaign was such a hit with Aussies that the business rolled out a second iteration, which challenged 20 influencer parents to document their kids baking, gardening, playing, as well as doing arts and crafts in Next apparel.