In Australia, Shopify, known for empowering online businesses, was incorrectly perceived as a small business solution. Archetype was tasked with repositioning Shopify as a trusted partner for businesses of all sizes.

We created the first-of-its-kind The Australian Retail Report 2023 which covered the Australian retail sector. Archetype managed the entire end-to-end process including devising the campaign strategy, designing the survey with YouGo, and developing the overarching report narrative, content, and design. Once published, we led the media outreach and engagement program.

The report was hosted on the Shopify website and was printed into a 40-page brochure. It was used for PR, marketing, and lead generation. The Australian Retail Report was soft launched at Australia’s Economic Outlook event, presented by Sky News and The Australian. The event, attended by Australian Prime Minister Anthony Albanese, featured keynotes and panel discussions from Australian business leaders to discuss the state of the economy. Following this, we executed various paid advertorial promotions, including partnerships with Mi3, Australian Financial Review, Forbes, and Inside Retail.

The campaign exceeded expectations, generating 36 media placements (44% above target) and 987+ downloads of the Australian Retail Report. It secured 95 marketing-qualified leads and achieved the #1 most downloaded episode of the "Add to Cart" podcast. The campaign's soft launch at The Australian-Sky News Economic Outlook forum, headlined by keynote speaker Prime Minister Anthony Albanese, further solidified Shopify's position as a key player in the Australian retail landscape.