BINNY

Binny is an Australian contemporary women’s fashion brand renowned for original design, beautiful prints and quality details. The brand was established over 12 years ago when its founder Belinda Watson began making fun, occasion-driven dresses for friends. Today, Binny is a creative powerhouse, pushing the boundaries of what is possible while always having fun along the way.

We assisted Binny with a comprehensive and integrated brand strategy that crossed marketing, social media, influencers, public relations and collaborations. The key goal was to increase brand awareness across Australia. We designed seasonal marketing and communications plans that initiated activity as new collections launched with a specific focus on collaborations and partnerships that could share the Binny brand personality in an authentic and genuine way. A snippet of the strategies used and content created is described below.

STRATEGY

Partner with a niche group of social influencers to promote Binny knitwear across the coldest months of the year, positioning the category as the go-to for winter warmth.
Secure an exclusive digital collaboration between Binny and online lifestyle destination The Grace Tales to promote four perfect looks for the polo.
Debut the SS17 Binny collection at a high-profile runway event.

RESULTS

A fun, personalised and instagrammable campaign where Binny sweaters were gifted to create an experience when unwrapping the parcel.
Key pillars of fashion, lifestyle and beauty were brought together in a two-tier content series that was shared across joint shoppable online platforms, social media outlets and the GRACE magazine all featuring Polo Australia Brand Ambassador Natalie Decorte.
A partnership with the Adelaide Fashion Festival to parade Binny’s SS17 collection, styled by Pip Moroney of Vogue Australia and with Polkaco. Hats.