90 year
anniversary
BLOCH
Campaign Development/ Creative Content Production/ Project Management
The Bloch 90-Year Anniversary Campaign leveraged the brand’s rich heritage to drive commercial growth while celebrating its nearly century-long legacy in dancewear innovation. By launching a limited-edition collection and exclusive promotions, Bloch engaged its loyal customer base, attracted new audiences, and elevated its market positioning as the global leader in performance-focused dancewear. This campaign strategically merged nostalgia with contemporary design, creating high-value opportunities for increased sales and customer retention.
ECOMMERCE / D2C LIFESTYLE / FASHION
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As Marketing Manager, I drove the commercial and creative strategy behind the campaign, ensuring alignment with business objectives. My role encompassed:
Overseeing the development and distribution of the limited-edition collection to optimise revenue.
Designing and executing promotional offers to maximise customer spend.
Leading cross-platform marketing initiatives to enhance reach, engagement, and sales.
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Global, with a commercial focus on key regions such as Australia, North America, and Europe.
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Product Development Team: Created the limited-edition merchandise, ensuring premium quality.
Retail Partners: Amplified campaign impact through in-store displays and point-of-sale promotions.
Digital Marketing Team: Executed high-performing campaigns across social and e-commerce platforms.
Global Dance Community: Served as both participants and advocates, driving user-generated buzz and engagement.
PROJECT OBJECTIVES
Generating incremental revenue through premium, limited-edition merchandise.
Increasing customer lifetime value by strengthening brand loyalty with exclusive offers.
Enhancing brand visibility and engagement across digital and physical channels.
THE CONSUMER INSIGHT
Milestone celebrations like anniversaries resonate deeply with Bloch’s customer base, who seek premium, performance-driven products that reflect their passion for dance. By blending heritage with innovation, the campaign aligned with their emotional and practical preferences, encouraging purchases and long-term loyalty.
THE CLIENT AMBITION
Bloch aimed to capitalise on its 90th anniversary as a commercial and branding milestone, reinforcing its leadership in the dancewear industry while demonstrating its ongoing relevance to both legacy customers and younger generations.
My Strategic Approach
The campaign used a multi-pronged approach to ensure high commercial impact:
Product-Driven Revenue: The launch of a limited-edition collection, including the Bloch 90th Anniversary Toiletries Case, was designed to maximise perceived value with premium materials, commemorative branding, and functional appeal.
Promotional Upsell: A complementary emerald pointe shoe keyring was offered with pointe shoe purchases, incentivising higher basket sizes and driving foot traffic in retail stores.
Cross-Channel Approach: Integrated digital campaigns, in-store activations, and social media content drove awareness and engagement, creating a unified customer experience.
Global Brand Advocacy: Leveraged Bloch’s international reach by engaging the dance community with user-generated content and nostalgic storytelling, driving both emotional connection and sales momentum.
The Results Speak for themselves
Overall, a huge success with the limited-edition collection generated an additional 25% uplift in sales compared to the previous quarter. Additionally:
Promotional impact: The emerald pointe shoe keyring promotion increased the average order value for pointe shoe purchases by 30%, with 60% of customers opting for add-on items.
Digital engagement: Social media reach grew by 45%, with over 500,000 impressions, 75,000 engagements, and a 15% increase in followers during the campaign period.
Customer acquisition: The campaign attracted 1,500 new customers, with 40% making repeat purchases within six weeks.