VA L K Y RI E P ROM OT I ON
- PROMOTION -
- VALKYRIE -
CONTENTS 3
MISSION STATEMENT
4
PR OBJECTIVES
6
TARGET AUDIENCE
7
EVENT LAUNCH: PALACE
11
EVENT LAUNCH: THRASHER
15
EVENT LAUNCH: SUPREME
19
SOCIAL MEDIA
21
FILM
23
TIMELINE OF EVENTS
-2-
- PROMOTION -
MISSION STATEMENT
V A L K Y RI E Valkyrie is a creative agency and style bible for the lost, confused, misrepresented Valkyries* of the world, attempting to unite strong minded street style females. In a series of printed publications, with a lack of style inspiration for females in street clothing, Valkyrie aims to inspire the girls of streetwear today through photography, styling and creative direction. *IN NORSE MYTHOLOGY, A VALKYRIE IS “ONE OF A HOST OF FEMALE FIGURES WHO CHOOSE THOSE WHO MAY DIE IN BATTLE AND THOSE WHO MAY LIVE.”
-3-
- VALKYRIE -
PR OBJECTIVES
PR OBJECTIVES
1.
Expand female brand following for Palace, Supreme and Thrasher by creating a range of events to encourage expression and increase confidence in street styled females.
2.
Generate media exposure and inspire other street wear brands to regularly involve women in campaigns and look books.
3.
Create subtle exposure for Valkyrie as a creative agency in editorial whilst still favouring promotion of brands involved. This will be achieved by launching style books created by Valkyrie at all proposed events.
-4-
- PROMOTION -
-5-
- VALKYRIE -
TARGET AUDIENCE All promotional strategies and events are based to cater the Valkyries of today.
GENDER: Female
AGE RANGE: 16-30
POLITICAL VIEW: Left wing, liberal
SOCIAL CLASS: Working class/Low-middle class
LIFE STAGE: Sixth Form College/University/ Young Professionals
LOCATION: London, Manchester, Leeds, Bristol, Amsterdam, Berlin. Urban, enjoys the city lifestyle.
-6-
- PROMOTION -
EVENT LAUNCH: PALACE EVENING MUSIC EVENT, THE NEST 24/06/16
-7-
- VALKYRIE -
OBJECTIVES Valkyrie intends to fully dedicate a 6 week promotion slot to Palace during the release of ISABEL X PALACE including social media promotion, event launch, social media reflection on event and documentation of event through film and photography. • Expand Palace’s female brand following. • Acknowledge Palace’s recent transition from street culture into fashion culture, placing them further on the female fashion spectrum. • Remove the female Palace stigma, which is the assumption if females are wearing the brand, it is their boyfriend’s or brother’s. Place Palace in a welcoming light to all consumers.
-8-
- PROMOTION -
EVENT LAUNCH: PALACE
EVENING MUSIC EVENT, THE NEST 24/06/16
BRAND HISTORY Established in 2010, Palace is a UK based skate brand. Known for the quote “not everyone can skate but everyone can wear t-shirts,” creator, Lev Tanju is open to brand expansion. Their aimed clothing target audience has shifted from skating to a household street wear brand name. Palace’s target audience tend to hold extrovert characteristics, with strong ties to the underground music scene. Club nights and music events are a major key for socialising in street culture.
EVENT An evening music event will take place at The Nest, London in the promotion of ISABEL X PALACE. The Nest is a forward thinking, subcultural inspired music venue supporting underground music culture. It holds a raw, rusty and grime essence, perfectly reflecting Palace’s target audience and street culture in general. Performances from iconic underground female DJ’s such as Madam X, Monki and Flava D will take place during the evening, all styled effectively in Palace clothing. The Palace Valkyrie style book and Palace clothing will be available to purchase inside the event, with five limited edition signed publications including the signatures of all artists involved and owner of Palace clothing, Lev Tanju to be won throughout the night by consumers who took part in the Palace Instagram Triferg competition. The event will begin at 7pm GMT and will have an age restriction of 16+ in order to include all of Valkyrie’s age demographic. ID will be checked on entry and over 18 wristbands will be distributed to anyone with a valid 18+ ID to purchase alcohol on the evening.
-9-
- VALKYRIE -
- 10 -
- PROMOTION -
EVENT LAUNCH: THRASHER ALL DAY SKATE EVENT, SOUTHBANK SKATE PARK 06/08/16
- 11 -
- VALKYRIE -
OBJECTIVES Valkyrie intends to fully dedicate a 6 week promotion slot to Thrasher during the event and release of ERIKA X THRASHER including social media promotion, event launch, social media reflection on event and documentation of event through film and photography. • Expand Thrasher’s brand following, making it more accessible for females. • Place Thrasher further on the fashion spectrum, as there is no evidence of look books and styling created for the brand. • Give females the opportunity to learn and develop their skate skills, which will increase confidence and lead to confidence wearing the clothing.
- 12 -
- PROMOTION -
EVENT LAUNCH: THRASHER ALL DAY SKATE EVENT, SOUTHBANK SKATE PARK 06/08/16
EVENT Due to Thrasher being a predominant skate brand and the direct link between street and skate culture, an all day skate event will be held at Southbank Skate Park in London for the promotion of ERIKA X THRASHER. As well as street wear, the male population currently dominates skate culture. This event intends to encourage females to learn to skate, as well as giving others the opportunity to develop their skating skills. By doing this, it gives them the confidence they may need to learn in a comfortable environment and acts as a step towards being able to fully express themselves. Valkyrie will collaborate with London based skating organisation Girl Skate UK who will be available on the day to supervise, assist and teach beginners and intermediates. Valkyrie prides itself in focusing on equality; therefore there are no gender restrictions to the event, but an emphasis on the expression of females will be made clear. Professional female skaters will be performing, such as UK based Lucy Adams, at set times throughout the day for inspirational and entertainment purposes. Thrasher merchandise and Valkyrie’s style book ERIKA X THRASHER will be available to purchase throughout the day via stalls. Five limited edition books, signed by Lucy Adams, will be available to win through the create your own thrasher logo. UK based street styling collective, The Unisex Mode, will be available throughout the day for styling tips and advice.
- 13 -
- VALKYRIE -
- 14 -
- PROMOTION -
EVENT LAUNCH: SUPREME IN-STORE CAT WALK AND PART Y SUPREME STORE, LONDON 17/09/16
- 15 -
- VALKYRIE -
OBJECTIVES Valkyrie intends to fully dedicate a 6 week promotion slot to Supreme during the event and release of SUPREME X JODI including social media promotion, event launch, social media reflection on event and documentation of event through film and photography. • Maintain brand exclusivity for Supreme whilst still generating a loyal female following. • Increase confidence in female street style and generate inspiration for women.
- 16 -
- PROMOTION -
EVENT LAUNCH: SUPREME IN-STORE CATWALK AND PARTY SUPREME STORE, LONDON 17/09/16
EVENT Established in 1994, Supreme is an American, hip-hop influenced skate brand. With one of strongest brand followings in street culture, Supreme maintains its reputation by exclusivity. Through the daytime, an in-store based Supreme fashion show focusing on female styling will be created in order to maintain the brands exclusivity. The fashion show will contain solely females styled in Supreme clothing. Models included will be influential street wear personas such as Aleali May and Adrianne Ho. During the evening, an in-store party will take place where hip-hop DJ’s styled in Supreme will play throughout the night, with an appearance from London based hip-hop rapper and artist M.I.A. To keep an exclusive feel to the event and to comply with event space regulations, there will be a short application process for tickets only including name, age and email address. 250 applicants will be randomly chosen and sent an invite via email. There will be a live stream of performances available on the Supreme website for everyone who were not able to attend or acquire tickets. Valkyrie Supreme style books will be available to buy in store throughout the day, with 5 limited edition books to be won in conjunction with the ‘bogo’ instagram competition. UK based street styling collective, The Unisex Mode, will be available throughout the day and night for styling tips and advice.
- 17 -
- VALKYRIE -
FLOOR PLAN
- 18 -
- PROMOTION -
SOCIAL MEDIA
fdmc Valkyrie will use other social media platforms such as Snapchat. Events will be video recorded and added to Snapchat’s feature, ‘my story.’ Here, viewers who are unable to make the event will be able to experience the event via their mobile. Numbers can be accumulated and used for marketing research purposes. Facebook and Twitter accounts will also be created in order to get a broad social media exposure and will be updated regularly.
- 19 -
- VALKYRIE -
INSTAGRAM COMPETITION DESIGN YOUR OWN design your own triferg logo /PALACE design your own bogo /SUPREME design your own thrasher logo /THRASHER
To promote brands and events, a design competition will be created for each brand through the Valkyrie Instagram. Participants will be asked to indulge in creativity and redesign the brands logo, inspired by female expansion in street wear. Five winners will receive VIP access to the related brand event, a limited edition Valkyrie style book and a range of limited edition merchandise created with their design.
#IAMV A L K Y R IE To gain initial exposure and interest to Valkyrie’s instagram account in order to promote brands involved, the hashtag #iamvalkyrie will be created and posted under street wear influenced outfits. Streetwear bloggers with consistent Instagram activity such as The Unisex Mode and Erika Bowes with a constant activity on Instagram will be contacted in order to include the hashtag in outfit photographs, also tagging the Valkyrie account. An instagram style competition, split into three parts, will be created one month prior to each event of Valkyrie. Depending on the brand release at the time, the best five outfits from Thrasher, Palace and Supreme under the hashtag #iamvalkyrie will win a free copy of the relevant style book from the series and VIP access to the related brand event. - 20 -
- PROMOTION -
FILM A short 30 second promotional film will be created, focusing on a behind the scenes feel of the shooting of style books. Here, personalities of the females included will be showcased in order to set a welcoming and friendly atmosphere. 3 x 15 second brand specific Instagram films will be created for promotional event purposes
- 21 -
- VALKYRIE -
- 22 -
- PROMOTION -
TIMELINE OF EVENTS
- 23 -
- VALKYRIE -
PALACE PRE EVENT
WEEK 1 - 01/06/16 PROMOTION: PALACE Social media promotion begins, teaser photos of imagery from style books on Facebook, Twitter and Instagram.
WEEK 2/3 INSTAGRAM 08/06/16 Specific focus on Instagram competitions. Launch #iamvalkyrie and design your own in the space of a few days to generate excitement.
15/06/16
Announce winners of both Instagram competitions and send VIP invites to Palace event to winners via email.
EVENT
WEEK 4 - 22/06/16 Preparation and set up of event.
PALACE EVENT: 24/06
Event will be professionally photographed and video recorded, as well as activity on snapchat. Reflection of event will begin the day after.
POST EVENT
WEEK 5/6 REFLECTION ON EVENT 29/06/16 Photographs will be shared via social media and consumer interaction discussing the event will begin to create a friendly and personal atmosphere.
06/07/16
Film of event will be released and showcased on social media and the Palace website.
- 24 -
- PROMOTION -
THRASHER PRE EVENT
WEEK 1 - 13/07/16 PROMOTION: THRASHER
Social media promotion begins, teaser photos of imagery from style books on Facebook, Twitter and Instagram.
WEEK 2/3 INSTAGRAM 20/07/16
Specific focus on Instagram competitions. Launch #iamvalkyrie and design your own in the space of a few days to generate excitement.
27/07/16
Announce winners of both Instagram competitions and send VIP invites to Palace event to winners via email.
EVENT
WEEK 4 - 03/08/16 Preparation and set up of event.
THRASHER EVENT: 06/08/16
Event will be professionally photographed and video recorded, as well as activity on snapchat. Reflection of event will begin the day after.
POST EVENT
WEEK 5/6 REFLECTION ON EVENT 10/08/16
Photographs will be shared via social media and consumer interaction discussing the event will begin to create a friendly and personal atmosphere.
17/08/16
Film of event will be released and showcased on social media and the Palace website.
- 25 -
- VALKYRIE -
SUPREME PRE EVENT
WEEK 1 - 24/08/16 PROMOTION: SUPREME
Social media promotion begins, teaser photos of imagery from style books on Facebook, Twitter and Instagram.
WEEK 2/3 INSTAGRAM 31/08/16
Specific focus on Instagram competitions. Launch #iamvalkyrie and design your own in the space of a few days to generate excitement.
07/09/16
Announce winners of both Instagram competitions and send VIP invites to Palace event to winners via email.
EVENT
WEEK 4 - 14/09/16 Preparation and set up of event.
SUPREME EVENT: 17/09/16
Event will be professionally photographed and video recorded, as well as activity on snapchat. Reflection of event will begin the day after.
POST EVENT
WEEK 5/6 REFLECTION ON EVENT 21/09/16
Photographs will be shared via social media and consumer interaction discussing the event will begin to create a friendly and personal atmosphere.
28/09/16
Film of event will be released and showcased on social media and the Supreme website.
- 26 -
- PROMOTION -
IMAGE REFERENCES 8/ 12/ 15/ 23/
The Nest, London, martin-audio.com Southbank Skate park, skateparks.co.uk Supreme Store, London, wilsonbrothers.co.uk Laurie Rollitt, illustration, thependulum.bigcartel.com
- 27 -
- VALKYRIE -
GIRLSOFVALKYRIE.CO.UK
ALEX GASKIN