24Hundred
CLICK FRENZY SOCIAL MARKETING CAMPAIGN
Graphic Design, Social Strategy
the brief
24Hundred was Australia's leading online store for alternative music merchandise, being the home to many Australian & international acts, including The Amity Affliction, Sleep Token, Ocean Alley, Violent Soho, and many more. As the market leader in this space, we had to continually look forward to outperform our competitors in product offerings and key sales periods.
While everyone else was focusing on their Black Friday / Cyber Monday campaigns, we chose to burst out the of block early with Click Frenzy - Australia's answer to Black Friday. Nearly two whole weeks before Black Friday, we had a significant opportunity to capture a bigger audience gearing up for the sales period, which gave me the chance to get creative and try something fresh for our B2C assets.
The CAMPAIGN
24Hundred's brand really revolves around a grunge aesthetic, as it's the signifies all things alternative. Wanting to delve into the early internet and 'click' aesthetic, I decided to anchor the campaign around a Matrix / cyber identity, as I thought it'd be a really fun way to incorporate the products into the campaign.
As we tailored this around tiered discounts for different product segments, I created an animation of a mouse clicking each part of the menu, revealing a select few products involved with the sale. This stop motion animation style paired nicely to create the engaging visual, encouraging people to watch it through and see what could be on special.
