Westfield has launched a national Christmas campaign fronted by the YouTube youngsters and regular guests on The Ellen Degeneres Show, Sophia Grace and Rosie.
The pair will visit Australia for the first time as ‘Westfield’s Happy Giving Experts’ to help shoppers pick gifts that deliver the best reactions.
Sarah Cleggett, GM marketing at Scentre Group, said that at Christmas, shoppers are not shopping for things, but for people.
“It’s the reaction to a well thought out gift that can be more important than the things we buy. We are excited to welcome Sophia Grace and Rosie on their first trip to Australia and share their top gift selections this Christmas,” Cleggett said.
Focused on the joy of giving, the integrated campaign featuring Sophia Grace and Rosie will be pushed out across owned, earned, and paid channels and includes appearances at three Westfield centres (Miranda, NSW; Southland, VIC; and Garden City, QLD); a series of video content pieces on top gift picks for their celebrity friends, parents and family; incentre communications across print and digital screens; circulation of 500,000 gift catalogues; launch of new Gift Finder functionality on westfield.com.au; a dedicated social, direct, and national publicity campaign; incentre experiential activities; and digital and print advertising.
