Yarra Trail – Trailblazing Women

Client —
Yarra Trail brand campaign

Yarra Trail Trailblazing Women - Sarah Cavalier, MamaMag

Project objectives —
To mark the 20th anniversary of Australian fashion label, Yarra Trail, we created a brand campaign that celebrates the pioneering and inspiring stories of Australian women. The ‘Trailblazing Women’ campaign features Olympian Lydia Lassila, Antarctic expedition leader Rachael Robertson and fashion influencer, Nikki Parkinson among leading women, beautifully styled in the label’s latest season pieces.

By sharing their thoughts on female leadership, career, motherhood and creating change, Yarra Trail’s empowering series builds a strong community of brand fans.

Now in its fourth year and sixth series, these trailblazing stories are shared on the brand’s social and digital channels.

Results —
Sales increase.
Social engagement.
Brand awareness boost.

Our work —
Strategy / Creative direction / Planning / Content strategy

Yarra Trail Trailblazing Women - Sarah Cavalier, MamaMag
"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