At the start of 2011, EziBuy set an ambitious growth target – 5,000 new customers this year – while re-engaging recent customers. EziBuy are a household name in New Zealand, but aren’t well known in Australia despite 50% of revenue originating there. Also, EziBuy had identified a drop off in purchasing from customers in their 20s, with a return to purchasing later on in their 30s.
With that context as a backdrop, EziBuy approached Method with a brief to create a viral competition.
Given half of New Zealand’s population are Facebook users, we decided to create a Facebook application – making it very easy to get involved, have fun, and share the competition with friends. Our idea: Sidewalk to Catwalk. We gave people the chance to share their sidewalk style, which could take them to the catwalks of Melbourne Spring Fashion Week.
