Platypus is flipping its in-store digital marketing assets every three weeks in a bid to keep pace with Gen Z trends.
Called Platy Lens, the strategy involves a 360 campaign shoot that is either multi-branded or solo.
Speaking at Ragtrader Live Sydney, Platypus head of marketing Briony Kent revealed the strategy has seen double-digit growth in sales.
"We go every three weeks, and we shoot only six weeks out so that it's really relevant to what's happening in pop culture.
"There's full video photography, retail rollout, a paid digital strategy that goes alongside that and every second or third week, we have a brand activation to sit with that.
"So its speaking to our consumer in the way they want to be spoken to, through our brand identity and really creating a funny tone voice and understanding what Platy is as a brand."
In a particular example, Kent said it had more than doubled sales growth with one global brand partner.
"Previously, we ran a campaign with them using their local creative. It was live in the same period of time, and they only sold through around 200 units of the campaign style - there were four styles.
"We re-did a campaign with the same brand partner last October, and we sold through 4.5k units and sales were up 62% year-on-year for that brand for the campaign period.
Alongside this, Kent said Platypus has ramped up its experiential marketing initiatives in a bid to target its youth consumer base.
“What I've really noticed is they're stuck with making a decision at the moment. Do they put their money into experiences and going to festivals and going to the pub - because it's so much more expensive now - or do they go shopping?”
The answer has seen an increase in brand activations over the last six months, Kent confirmed.
“We've partnered with artists like Ruel to have meet-and-greets in store - we had 350 young people line up out the front just to get to meet him.
“We've run an activation called Plat Tatts. So you can come in-store, spend $300 and get a tattoo. A permanent one.
“They don't have to make that decision, we're saying we'll give you the experience and you can still go shopping.
“This has been a bit of a change for Accent Group and Platypus, but we've seen some really great success there.
“Some of that will continue to drive in the future”.