The campaign looks to drive further international growth, while also continuing to build on its established position locally.
Australian fashion swimwear brand Seafolly has launched its first global campaign and new lifestyle positioning, “Made to Summer".
Running throughout Australia, the UK, Europe and North America, it is the first work from creative agency ODD, who was appointed as the brand’s global creative and strategic partner at the end of last year.
It launches amidst Seafolly’s plans to further drive international growth and build on its position as Australia’s leader in fashion swimwear.
“Our objective was to work with ODD to step change our approach, moving away from campaign spikes to an always-on content platform backed by a strong brand strategy. In testing the new direction with women in Australia, US, and UK a consistent response was given across all age groups and countries indicating the widespread potential to make a dramatic and positive change for the brand," Seafolly head of marketing Adriane McDermott said.
"Specifically, the new direction being more relatable, modern, fashion-forward and representative of women as a whole.”
The campaign will run globally across film, press, OOH,, digital, and an always-on content strategy, supported by events, brand partnerships and in-store activations.
“Seafolly have bravely allowed us to drive desire in ways they’ve not tried before. Less reliance on super models, more of a focus on creating a relatable lifestyle, filled with hardworking and relevant fashion content," ODD founder and ECD Nick Stickland said