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Marketing strategy & a new online store for FNQ’s leading fashion destination

The Project

Born in Townsville, Queensland, JAXX have been delivering their fashion-forward style to Townsville and North Queensland from stores across the region since 2004. With the help of our web design & development partners Chaptr, we’ve taken FNQ’s most-loved fashion destination online.

Positioning the customer at the centre of our strategy we developed a unique and fun brand tone of voice that added sassy personality to all the copy elements delivered for the project. (Think all web copy, product descriptions, emails and more.) We delivered a loyalty scheme that works across both the in-store and online experience including set-up of all email automations that made up this program. 

It doesn’t stop there. We also delivered a detailed website launch marketing strategy and broader customer acquisition strategy that incorporated ideas for live events, epic brand partnerships in addition to nailing the basics. We A/B tested launch content and optimised this to achieve the best results for the brand.

What we did

  • Multi-channel marketing strategy
  • Tone of voice development
  • Copywriting
  • Product copywriting
  • Email marketing (Klavyio)
  • Loyalty scheme set up (
  • Staff training documents

Ecommerce website design, graphic design & development provided by Chaptr

Service Provided


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