Trailblazing Women

Client —
Yarra Trail

Project objectives —
To mark the 20th anniversary of Australian fashion label, Yarra Trail, we celebrated the pioneering and inspiring stories of four Australian women to launch the first Trailblazing Women campaign. The women sharing their remarkable accomplishments included rocket scientist Samantha Ridgeway; Australian Ballet music director and conductor Nicolette Fraillon; author and entrepreneur Nikki Parkinson, and Mars astronaut candidate Dianne McGrath, all styled in Yarra Trail’s latest collection.

Results —
Sales increase both online & instore. Social engagement.

We helped create —
Creative direction / Planning / Content strategy

"Managed from start to finish seamlessly by the team at Kinc, the Trailblazers campaign introduced sophisticated and inspiring content tailored for our customers. Utilising talent that resonated well with our target audience saw a healthy lift in new traffic to our e-commerce site. Stores experienced an uplift in sales from garments featured in email communications throughout the campaign’s lifeline, injecting a fresh take on more traditional email marketing. Over all the project and the results it delivered were 10/10!"

- Katie Cipa, Online Digital Manager