David Jones formed a collaboration with a former employee. They brought back Australia’s first transgender diva, Carlotta, to dress the famous Sydney store windows – a role she did over 50 years ago as a male teenager.

Through a short film, windows displays, social activations and an instore event hosted by Carlotta – all supported by a media relations campaign – employees and the public learned of her incredible life story and how David Jones has been hugely influential in her life.

By adding ‘Pride’ to the language from our brand purpose campaign (including ‘Confidence’, ‘Courage’, ‘Sensual’, ‘Elation’ and ‘Power’) and creating the hashtag #DJsPride, they connected the brand to a real and authentic experience that is meaningful to its history and story.

We were briefed two months out from Mardi Gras. We worked with the client to confirm Carlotta, then began concepting the window activations. Six weeks out media targets were developed and additional content was determined. In the month prior to the event video content was created and the window styling brief was given to Carlotta. Materials were written and distributed to press a fortnight before Mardi Gras, and the week prior Carlotta and the David Jones visual merchandising team members created the windows.

The campaign was first pushed via a sponsored Facebook post on Friday 26 February, rolled out across all channels and windows over that weekend, and then culminated with the event on Thursday 3 March.

Media was bought on David Jones’s largest social channel, Facebook, to amplify content.

Citywide media contacts were provided with materials and digital assets to help shape and drive the conversation.

We achieved the objectives of creating dialogue around transgender rights and boosting brand equity. Sentiment across David Jones’s social media and commentary on news articles was overwhelmingly positive, for example: ‘You are so beautiful Carlotta. Good on DJs for their acknowledgement of your hard work and Mardi Gras. Makes me proud to shop there’; ‘Nice to see retailers getting behind community events!’; and ‘Proud to work here!’. There was also a shift in the decisions of the target audience as the Sydney store saw a sales uplift of $174,000 during campaign week.

The campaign resulted in earned media with spots on the top primetime news channel and with Carlotta as a guest host for two episodes of a panel show.

The campaign converted to real sales results: return on investment was 134% as well as a sales uplift. We touched 1.5 million Australians through media and social reach and engagement.

Through partnering with one of Australia’s first transgender women – who also happens to be a former employee – Australia’s oldest department store revealed itself to be at the forefront of social issues by championing a present day Lesbian, Gay, Bisexual, Transgender, Questioning and Inter (LGBTQI) topic – transgender rights. Not only did welcoming Carlotta back to the retailer make news headlines and convert into real sales results, it built brand love and inspired an outpouring of pride from current and former staff members.

The target audience was men aged 28-55, higher income earners (DINKS) with relatability to gay communities and issues, women aged 35+, majority DINKS, and the culture orientated. The secondary demographic was other businesses in the retail sector (to promote inter-industry influence).

We targeted major metropolitan media outlets – particularly television for best reach and awareness, key LGBTQI dedicated and supportive media, plus relevant retail trade titles.

The PR strategy leveraged LGBTQI-icon Carlotta’s influence within the community. The activations of the creative idea were a part of the PR plan to reveal how David Jones empowered Carlotta to share her life story and create a conversation.

We worked collaboratively with the client to find the right person for this campaign. As one of Australia’s first gender reassignees, a person of influence within the community, and a former employee, Carlotta was the best choice.

As a 178-year-old department store, David Jones is a renowned leader in fashion but isn’t recognised for influencing social issues. So they decided the Sydney Gay & Lesbian Mardi Gras festival was an opportunity to show their progressiveness.

David Jones wanted to support their brand purpose of inspiring the limitless potential of people.

Many brands’ approach for Mardi Gras is tokenistic: rather than making a real contribution to the festival and championing and raising awareness of the issues, they often add rainbow colours to take advantage of the pink dollar.

David Jones wanted to position itself as an influencer business that others can emulate in terms of their bold and brave position; to create a dialogue about transgender rights through media and social media networks; to maintain and create brand recognition, plus boost equity as an LBGTQI-friendly retailer and shopping destination of choice for the community.