Peter Alexander
A royal Mother's Day
A true standout, this Mother’s Day campaign remains one of our favourites, and one of Peter Alexander’s most celebrated brand moments.
In 2014, we created an immersive, tongue-in-cheek, tabloid-inspired campaign featuring Royal lookalikes, timed to coincide with the real Will and Kate’s visit to Australia. With media saturated by ‘real’ Royal coverage, the challenge was to cut through and own the narrative without being overshadowed.
We developed an integrated, social-first strategy across brand, PR and content, designed to stay agile and responsive. A series of low-key teasers sparked intrigue and social chatter, before rolling out across catalogue, print, social, in-store and Myer’s iconic Bourke Street windows. A dynamic editorial calendar allowed us to react in real time to news, audience sentiment and the movements of the Royal entourage, keeping content timely while maintaining Peter Alexander’s signature cheeky tone. While the campaign embraced spectacle, with moments of pomp and PR theatre, the focus remained clear: ensuring the P.A brand and collection shone through.
This was an epic production, executed across every channel, platform & touchpoint we could imagine, with immersive retail and shareable ‘selfie’ moments delivering strong organic reach and engagement. The result was a tightly aligned, high-impact campaign that generated millions of impressions, record engagement on content, and widespread media attention both locally and globally.
