The campaign's headline act is unusual - a two-minute video highlighting the struggles of adjusting to new family dynamics, where the tension is resolved with gift-giving.
The campaign was created by CHEP Network Brisbane. Executive strategy director Katie Peacock told The Australian it was a timely message.
“It’s actually a reality for a lot of Australian, New Zealand and Canadian families. Behind the obvious sits the story of the enduring love between a daughter and her dad,” she said.
“We wanted to continue with our strategic insight from the previous two years, that giving is better than receiving. But this Christmas may be a little tougher for lots of us, so while we are still seeking to give personal gifts with meaning, they won’t be frivolous ones that will be forgotten about when the season comes to an end.”
It’s been an action-packed year for Michael Hill, securing the acquisition of Bevilles and reporting more than $628 million in sales for the past financial year.
Chief marketing officer Jo Feeney said that an increased focus on loyalty programs has led to 38 per cent of target customers reporting a ‘lifetime relationship’ with the company.
“The authenticity of the story shows genuine emotion and a story that so many of us can relate to in one way or another. It’s hopeful and heartfelt and truly shows how there are moments that deserve a piece of fine jewellery,” she said.
Feeney added: “Sales across the months of November and December more than double monthly sales across the rest of the year. The campaign investment, therefore, reflects this sales lift.”
Michael Hill’s sales increased by 5.8 per cent in the past financial year. The company operates 275 stores in Australia, New Zealand, and Canada.
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