Building the parent brand audience that paid campaigns borrow from

It takes multiple touchpoints for a brand to build loyalty, and Frasers wanted that rapport forming well before the point of enquiry. That meant three jobs: enhance the brand experience early in the journey, build an authentic owned audience to reduce reliance on cold prospecting, and unify the brand personality across every touchpoint, with the company’s centenary in 2024 sharpening the focus.

The content plan was built on Frasers’ core values: sustainability, brand identity and community engagement, delivered through consistent static and video content. With social platforms moving video-first, we emphasised dynamic video assets, whether shot by The Garden team on-site at Frasers communities in Victoria or cut down from Frasers’ long-form productions.

Years of working with the wider Frasers team meant deep brand alignment and a streamlined, trusted content process. Strong visual assets, from the golden hues of The Quarry to the deep blues of Berwick Waters, gave the national account a consistent identity, while localised content from developments around Australia let the parent brand speak to corporate news and grassroots community events with equal ease.

Year on year, average engagements on Meta rose 419%, impressions on Meta rose 516% and Instagram followers grew 37%: a warmer, larger owned audience nurtured earlier in the journey, and set up to convert at higher rates when they’re ready to buy.