The DOM Case Study

Inviting the world to shop The Insider Outlet.

Australian e-tailer The DOM came to us looking for a strategic platform and campaign that could position the brand in the market, and connect with customers for years to come. Leaning into The DOM’s discounted offering, we took the word ‘outlet’ and respectfully reclaimed it. Ideating the brand’s new positioning, ‘The Insider Outlet’ was not just a clever play on words. By positioning the brand as retail’s ‘best-kept-secret,’ we were able to drive consumer curiosity and reconsideration of outlets in general, and more specifically, The DOM. 

To launch the brand’s new positioning, we developed a multi-channel campaign—that spanned everything from social media to OOH, inviting everyone, everywhere to shop the not-so-secret, never-ending online sales event. 

Our campaign shoot, created in collaboration with photographer Yasmin Suteja and stylist Kat Rose, saw us build visual assets that take cues from high fashion shoots, but remain accessible, all the while extending an invitation for audiences to shop.

The DOM offers a curated digital platform for fashion and homeware brands to connect with consumers - with brands managing and fulfilling orders directly.

In framing our campaign as an invitation to shop The Insider Outlet, we were able to connect with existing outlet shoppers, and give non-outlet shoppers a reason to believe.

The multi-channel campaign launched with creative that showcases the nature of the overall offering of The DOM, and of course, a selection of the brands offered on its site. It includes a national digital campaign with a focused OOH buy in Victoria, plus retail centre activity with strategic partner, Mirvac.

The campaign went live in June and will continue to rollout through Winter 2023.

Willow & Blake immersed themselves in our business and exceeded our expectations at every turn. We’re shaking off old connotations of what “outlet” means to Australian consumers with our new, elevated and premium branding thanks to the team. "
Camilla Frost, Senior Marketing Manager

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