harris scarfe

Re-inventing the “discount department store” that Harris Scarfe was known for, into a lifestyle and homewares destination.


The Background
Harris Scarfe was always known as being a destination for great brands at great prices. In 2018, the brand decided it wanted to reinvent itself, and further build a brand that spoke to what the discount department store was previously known for. They started to look at how they could further be seen as a lifestyle destination, starting with brand campaigns (TV and VOD, print magazine, catalogue, digital) - and then also, a social media overhaul - of which I was hired and tasked with the role of heightening this.

In mid-2021, I also took over the Creative Director role of the larger account across homewares and fashion, focusing on social, digital, content, catalogue, TVC and print.

The Challenge
In January 2019, we identified that Harris Scarfe (with physical locations and an online ecommerce store) was not driving the full potential of performance from work currently being executed in the social space. As an agency, our remit had always been the creative output, however, we saw an opportunity to further partner with media to increase brand performance, as well as online conversions.


The Solution
In partnership with Harris Scarfe, and the media agency - the following steps were taken:

  1. We moved to execute media strategy within WT so this could be developed at the same time as creating content aligned with targeting plans and optimisation opportunities.

  2. We enhanced the creative output by: a. moving from weekly content briefs (a Harris Scarfe internal process) to monthly

  3. We placed larger focus on targeting and optimisation of content and media, based on results

  4. We overhauled the use of their ambassadors, and the content we created with them. We also managed as a social and content team these ambassadors and directed all shoots. These included Poh, Miguel, Shaynna Blaze, Giaan Rooney, Jane Lamerton and Jayson Brunsdon.

The Results
As a result, we have seen ecommerce sales as a result of social media increase, outperforming other digital media executions. Additionally, we have seen an increase in our brand connection with consumers - as we continue to move into the lifestyle space.

Creative Direction - Lifestyle and Homewares
During my tenure, in mid-2021, I also took over the role of Creative Director across all homewares and fashion elements; including social, digital, TVC, magazine print and catalogue. I launched and directed the launch of the Life in Linen campaign, as well as the Come Home with Our Designer Range at Harris Scarfe campaign for homewares.

Within the Spring 2021 Homewares campaign, with Shaynna Blaze - I directed and shot the campaign on location in Victoria.