Case Study//Myer Emporium Spring
Racing
The Campaign
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To cement Myer as the ultimate shopping destination for spring racing, Bauer created a content partnership that
showcased Myer’s fashion and accessories through an editorialised lens. Underpinned by spring racing content
created by BauerWorks for emporium, Bauer created bespoke editorial to supercharge spring racing.
The Challenge
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The challenge was to leverage Myer Emporium assets, creating content across Bauer’s consumer portfolio and do
this with a 360 degree cross platform approach that encompasses paid, owned and earned media.
The Delivery
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A series of inspiring editorials appeared across Cosmopolitan, Elle, The Australian Women’s Weekly & Harper’s
Bazaar.
Each magazine produced a tailored spring racing booklet featuring 111 pages of editorial on spring racing style
hacks, offering readers inspirational insights on how to be race day ready.
Advertorials highlighting Myer’s designers and the hottest trends of the season, ensured readers knew how to
stand out from the crowd.
Through Bauer’s To Love network, the creation of fashion galleries, native articles and videos with key editorial
staff and Myer ambassadors. Consumers could then extend their journey to Myers website, or the newly
launchedmyeremporium.com.au.
Facebook posts gave Myer access to Bauer’s large social community of over 2 million, allowing for deeper
meaningful relationships with consumers.
The Results
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110,000 copies of Myer Emporium Spring Racing broadsheet were printed for Myer
119,000 copies were inserted into the Spring Racing editions of Elle, Harper's Bazaar, Cosmopolitan and The
Australian Women's Weekly.
Print reach 1.2 million
129,000 impressions (over delivered by 74,000)
Exposure to 2.6 million social followers
http://www.bauer-media.com.au/research/case-studies/2016/03/2016/03/myer-emporium-spring-racing-casestudy?page=0&node=1179&module=3861&pageSize=0&items=0&paging=true