Communication Techniques and Strategy: "Take this, society!" by AMBUSH by Almudena Solano Robledo

"TAKE THIS,

Almudena Solano Robledo, BA Fashion marketing & communication, Level 6, 20202021, 6FAMK005C Communication Techniques and Strategy 3, CWK1 Cristina Lastra, Agata Zdziarska Word count: 3765

Image 1: ’Rude Copper’ print from 2002 by Bansky

SOCIETY !"

1. Introduction: Ambush

8.6.3 Metrics and tools

2. Background of the brand

9. The brief: Creative proposal

2.1 Timeline

9.1 Current brand narrative

2.2 Collaborations

9.2 Proposed brand narrative

3. Brand strategy

9.3 Messages

3.1 POS

9.4 Brand codes

3.2 Sales

9.5 Copyright

4. Brand communication history

9.6 Storytelling 10. Execution

4.1 Advertising campaigns 4.2 Collaboration campaigns

10.1 The team

4.3 Communication conclusion

10.2 Year calendar

5. Competitors

11. Media Strategy and Plan

5.1 “Billionare Boys Club/Icecream”

11.1 POES

5.2 “Vetements”

11.2 Collection

5.3 “Stüssy”

11.2.1 Designers

6. Environmental analysis

11.2.2 Metrics

6.1 Trend: Genuinfluencers

11.3 Advertising Campaign

6.2 Trend: Digisexuality

11.3.1 Video script

6.3 Trend: Circular sneakers

11.3.2 Format

6.4 Trend: Virtually grounded

11.3.3 Requirements

6.5 Social media

11.3.4 Models

6.5.1 Website

11.3.5 Outfit inspiration

6.6.2 Instagram

11.3.6 Copyright strategy

6.6.3 Twitter

11.3.7 Metrics

7. Diagnosis

11.3.8 Media plan

7.1 The problem

11.4 Ambassadors strategy

7.2 Opportunity

11.4.1 Influencers collaborations

8. Communication Strategy Proposal

11.4.2 Metrics

8.1 The concept

11.5 Event

8.2 Objectives

11.5.1 Metrics

8.3 Messages

11.6 Collab

8.4 Target

11.6.1 Metrics

8.5 Insights

12. Budget

8.6 Media Mix

13. Evaluation

8.6.1 Social media

14. Future vision

8.6.2 Offline Media

15. References

1. Introduction

The purpose of this project it to create an annual

Big Sean (Hypebeast, 2021), who

communication plan for Ambush through collabora-

have expressed to be big fans of

tions, a series of events and several brand engagement

the brand. Ambush needs bigger

activities. Ambush started as a jewelry brand, founded

and more intense promotion to

in 2008 by Japanese designers VERBAL and YOON.

increase brand engagement. Mo-

Nowadays, it has become an established fashion brand

reover, they need to increase social

with a lot of potential for growth.

media activity and create more consistent collection launches.

Ambush has been recently creating clothing collections, accessories, art and design. This makes it a

The desired outcome of this

“new” brand with potential to grow and reach a wider

communication plan is to reach po-

audience. This brief aims to discover any potential

tential leads, increase brand enga-

opportunities for the brand. Ambush has collaborated

gement, increase brand awareness,

with brands like A Bathing Ape®, NIGO, CONVERSE;

generate brand loyalty and streng-

Maison Kitsune, Nike, sacai and UNDERCOVER (Hype-

then its brand identity. This will be

beast, 2021). They have also partnered with influencers

achieved through strategies such

such as, Kanye West, Pharrell Williams, KiD CuDi and

as, advertising activities, collabora-

Image 2: Ambush AW2020. 2020

tions and unique BTL activities.

Ambush is a brand based in Tokyo, Japan. They started as a jewelry brand but has now evolved into designing unisex apparel collections. The Japanese designers have been awarded Top 500 people influencing the fashion industry by BOF for 4 consecutive years since 2015.

2. Background of the brand

Primary audience:

Secondary audience:

People who appreciate al-

People who is into exclusive

ternative and underground art

collaborations between known

and design. They are part of the

brands. They are interested in

luxury market and creative indus-

fashion, design, contemporary

tries. They love graphic design,

brands and niche music artists.

underground music, alternati-

They are most likely to be aspi-

ve brands and unique fashion.

ring students to be in the crea-

Bold.

tive industry. They appreciate fashion, exclusivity and luxury. Confident.

2.1 TIMELINE

2008: Birth of Ambush as an experimental jewelry brand 2010: Collaboration with BAPE for jewelry, foot wear and accessories. 2013: Launch of the iconic “POW!” accessories collection 2015: Ambush debuts in Paris as a fashion brand 2016: Opening of first flagship store in Tokyo 2017: Ambush is selected as one of the top finalists for the LVMH prize 2018: First fashion week in Tokyo 2019: Yoon is named as a jewelry designer for Dior Men

debut 2020: Ambush x Bvlgari collaboration

Image 3: Ambush AW2020. 2020

2020: Denim by Ambush collection

2.2 COLLABORATIONS Ambush has been celebrated for its numerous collaborations with several brands. Collaborations like NIKE

X AMBUSH NBA COLLECTION, AMBUSH X CON-

available on Bvlgari’s worldwide

VERSE SEASON 2 and AMBUSH® COLLABORATION

stores and website. On the other

WITH BEATS FEATURING BURNA BOY are still for sale

hand, the collaboration Ambush

on Ambush’s website. Additionally, one of their most

x UNIQLO x Disney generated

famous collaboration is Ambush x Bvlgari in which Yoon

discussion amongst customers, as

and Verbal helped to develop “Serpenti Through the

the collection was “dark”, unlike

Eyes of AMBUSH®”. This collection included limited

Disney.

Image 4,5,6,7,8: Ambush’s Instagram

edition handbags and accessories

3. Brand strategy

Since New Guards Group acquired a majority stake in Ambush, its current brand strategy is to open more stores outside Japan, expand internationally, add new product categories, move manufacturing of clothing, footwear and accessories to Italy and improve its distribution capabilities. The Italian holding company wants Ambush to become the next “luxury streetwear” brand. “More than just creating classic streetwear staples in luxury fabrications with artisanal techniques, the company adopted streetwear’s way of marketing itself, releasing products and

Since the start, Ambush has focused on creating unique and unusual designs. They have created a strong

Image 9, 10: Exclusive AMBUSH x Nike “Fluid Blue”

communicating directly with consumers

through digital channels that allowed for quicker feedback.” (Highsnobiety, 2020)

celebrity fan base that love their experimental pieces of jewelry and unique collaborations with luxury brands.

The brand’s target is “men & women

Ambush is focused on delivering great quality and inno-

who wear AMBUSH appreciate the finer

vation in every piece. Tradition, innovation and herita-

things, they’re confident in their choices

ge are the main pillars of the brand, which as a whole,

and live by their own rules.” (Fucking

capture the Postmodern Tokyo aesthetic.

Young, 2020)

3.1 POS As Ambush is relatively a new fashion brand, their own retail store is located in Tokyo, Japan. It is desired to expand internationally and open new retail stores outside Japan in the upcoming years. Additionally, they sell online with worldwide shipping.

Image 11: Ambush Tokyo Workshop

4. Brand communication history

3.2 SALES Ambush is relatively small and new, as it generates “$22 million in annual sales, according to the brand” (BOF, 2020). “Jewelry is a

4.1 ADVERTISING CAMPAIGNS

key category, representing 30 percent of sales, and about half of total sales (online and offline) come from

The brand’s first formal advertising campaign happened in 2013.

Japan” (BOF, 2020).

Since then, their style has become significantly defined and consistent.

2013: “NOMAD”

2018: “HUES”

These pictures are full of retro vibes with

This campaign is rich with subtle and vi-

psychedelic science fiction settings. Yoon and

brant “hues”, as the name of the campaign

Verbal themselves are the models for all the

suggests. After seeing more punk and psy-

featured jewelry.

chedelic pictures, Ambush is finally setting for vintage and retro vibes for its campaigns.

2016: “SURPLUS SOUND SYSTEM”

Images 12: “SURPLUS SOUND SYSTEM” campaign

After their successful debut in Paris Fashion

2019: SS20 Collection

Week, they advertise their first ready-to-wear

This entire campaign is full of futuristic

campaign featuring pieces from their jewelry

neon daze. The use of lights and color bac-

line. “The Japanese label’s range channels a

kgrounds contrast with the futuristic looks

distinct punk flair throughout” (Hypebeast,

that have been shaping the brand’s fashion

2016)

success. “The latest visuals have been set behind a hazy neon backdrop, spotlighting a 2017: Fall/Winter Collection

wide array of avant-garde styles” (Hypebeast,

This entire campaign had a vintage feeling

2019).

throughout the outfits and photos taken. A variety of ethnicities can be spotted among the models, which makes the brand inclusive and willing to step outside the Japanese community.

Image 21,22,23: Futuristic Neon Daze

Image 13, 14, 15: 2013: “NOMAD”

Image 18,19,20: 2017 Fall/Winter

Image 16, 17: “HUES”

4.2 COLLABORATION CAMPAIGNS Shown from newest to oldest

Image 24, 25, 26: “NOMAD”

Analysis: Since the beginning, Ambush has kept

more complex and diverse campaigns that

the brand’s essence present throughout their

successfully communicate the brand’s values

advertising campaigns and looks. The brand

and aesthetics.

• Beats by Dre x AMBUSH • AMBUSH x Nike:

models, expanding its product line and show-

All of the previously mentioned campaig-

Dunk High

Images 27: The Nike x Ambush Collaboration

has evolved in the sense of including more

• AMBUSH x Nike

casing a variety of ethnicities and cultures.

ns, display the brand’s accessories, apparel

Their first campaign featured Yoon and Verbal

and footwear. Furthermore, the model’s body

x NBA: capsule

themselves. Today, Ambush has become a

language and posture, communicate serious-

collection

more established fashion brand by creating

ness, comfort and boldness.

• AMBUSH x Converse: Chuck Taylor All Star Duck Boots • Bvlgari x AMBUSH • UNIQLO x Disney x AMBUSH

4.3 COMMUNICATION

5. Competitors

Ambush has focused its communication strategy mainly on colla-

CONCLUSION

borations with renowned brands. These collaborations have increa-

5.1 “BILLIONARE BOYS CLUB/ICECREAM”

sed brand awareness and strengthened brand identity but there is still space left for growth. Most of the communication campaigns are based on traditional

Established: 2003

strategies, such as collection cam-

Headquarters: Tokyo and NYC

paigns and collaboration campaig-

Founders: Pharrell Williams and

ns. These type of campaigns have

Nigo

not been advertised strongly throu-

CEO: Pharrell Williams

ghout social media, which can be

Tone of voice: Manly, friendly,

improved.

young and relaxed. Strengths: Strong social media

Furthermore, Ambush shows a

communication. Celebrity collabo-

weak performance when it comes

rations and recognition due to Pha-

to collaborating with celebrities/

rrell Williams fan base and social

influencers or hiring brand ambas-

circle. Strong brand identity and

sadors unlike its main competitors.

product designs because of Nigo’s previous experience with its own brand A Bathing Ape. Wide and strong audience and community. Weaknesses: Only focused on their male target. Too many Images 28: AMBUSH x Nike x NBA: capsule

co-branding alliances on their web-

site that confuses potential buyers.

5.2 “VETEMENTS”

5.3 “STÜSSY”

Established: 2014

Established: 1980

Headquarters: Zurich, Switzer-

Headquarters: California, USA Founders: Shawn Stussy

land Founders: Demna & Guram

CEO: David Sinatra Tone of voice: Nostalgic, friend-

Gvasalia CEO: Guram Gvasalia

ly, “street talk” and young.

Tone of voice: Strong, myste-

Strengths: Its heritage and

rious, mature and serious.

subculture are powerful and are

Strengths: Strong social media

transmitted entirely through the

communication and strong brand

brand’s social media. The iconic

identity. Capacity to be bold and

collaborations with A Bathing Ape,

different. They focus on a mostly

Comme des Garçons, Dior, Levi’s,

unattended target and community.

Marc Jacobs and many more, have

Strong underground culture. Inno-

elevated the multimillion dollar to

vative and original collaborations

its current position. Stüssy establi-

like the DHL collection.

shed a new clothing genre never

Weaknesses: Unoriginal and

seen before. Weaknesses: The brand has

confusing online store. They do not follow the traditional fashion sche-

not been able to sell worldwide

dules which allows competition to

nor establish a strong presence in

outshine them and sell more.

emerging countries, unlike its main competitors.

l a t n e m 6. Environ analysis

6.3 TREND:

6.4 TREND: VIR-

6.1 TREND: GENU-

6.2 TREND: DIGI-

CIRCULAR

TUALLY GROUN-

INFLUENCERS

SEXUALITY

SNEAKERS

DED

Establishing real romantic

Circular economy has been

Influencers have evolved

COVID-19 has changed the

and represent a crucial ele-

relationships has become har-

present for several years, ne-

world by forcing people to stay

ment for social media. Com-

der since COVID-19 stroke the

vertheless, it had not been fully

at home. People have recurred

panies and media turn to

world. As technology evolves,

applied to sneakers. Circular

to virtual substitutions for both,

influencers to spread the truth

establishing romantic relations-

sneakers, applies the same

work and entertainment.

among their followers inside an

hips technologically, has been

theory of circular economy,

environment where fake news

normalized and accepted. Du-

which is to continually reuse

dos Inmersivos, host VR con-

are unidentifiable. During loc-

ring lockdown, people turned

resources to avoid waste.

certs and festivals for people

kdown, Finland declared more

to technology to satisfy their

than 1500 influencers as essen-

sexual and love needs.

tial workers and were in charge

Today, more than ever, peo-

Sports brands like Adidas,

Today, platforms like Soni-

who seek to have fun and

Salomon and On Running,

escape the new reality in a safe

have been applying methods

way.

of spreading safety measures

ple are dependent of technolo- to reduce waste and promo-

among their social media com-

gy to seek emotional support.

te recycling. These methods

space left to perfect immersi-

munities.

People are taking advantage

include fully recycling old

veness, accessibility and inte-

Additionally, the WHO co-

of AI and VR to cultivate rela-

sneakers, providing shoe

raction, and to create add-on

llaborated with influencer Knox

tionships without the need of

services and pick up points to

services and useful tools for

Frost, to promote donations

physical contact or the presen-

recycle shoe materials.

both participants and organi-

and useful information about

ce of a human.

zers” (Trend watching, 2021).

COVID-19. This new type of story telling, will be integrated naturally by influencers in their lifestyle, which will sound more conniving and less like advertising.

Images 29: Ambush Spring 26 2021 Ready-to-Wear

There is still “plenty of

6.5 SOCIAL MEDIA

Ambush is active in different social media platforms such

Ambush’s website has a minimalistic style where

as, Instagram, Twitter, Weibo,

everything is perfectly located for a better understan-

WeChat, Facebook and Spoti-

ding of the website. Consumers are able to access

fy. To complement their social

current collaborations, their current collection and a

media accounts, Ambush has

section called “Universe”. In this section, users will also

a website in which people can

find news about the brand, their art & design theory,

buy any of their products onli-

Ambush’s artifacts and a dedication to talented peo-

ne. The following accounts will

ple. Furthermore, consumers can read more about the

be analyzed because they are

brand and its history.

6.5.1 WEBSITE

the most active and relevant platforms of the brand. The brand’s Instagram is a reflection of what the brand represents. The aesthetics, colors and theme are colorful, psychedelic and retro. The number of followers is lower than its main competitors’. Additionally they make no use of Instagram Highlight stories, Reels, IGTV

6.5.2 INSTAGRAM

or the Shop buttons. Stüssy: 4m Vetements: 4m Billionare Boys Club/Icecream: 739k Ambush: 649k

Ambush is certainly most active on their Twitter account. They publish new product launches, updates about the brand and every product linked to their website. The brand seems to have a more personal connection and relationship with its followers on this platform.

6.5.3 TWITTER

7. Diagnosis

7.1 THE PROBLEM Since New Guards Group acquired a majority stake of the brand,

future trends. After a deep analysis of the previous research, it was concluded that Ambush is lacking of brand awareness,

turnovers while its competitors will

brand activation and brand presence. Additionally, it is

remain steady and on track. It is

not taking full advantage of its social media platforms

important to mention, that its main

nor investing more time in content creation. It was also

competitors have doubled their

discovered, that the brand does not have any ambas-

sales and followers in the the last

sadors nor collaborate with any influencers/celebrities.

few years (BOF, 2019) because they

Furthermore, Ambush is not aware of the current and

have been aware of the current and

future trends mentioned in section 6 of this document.

Images 30: The Nike x Ambush Collaboration

Ambush will suffer from various

Images 31: Yoon Ahn Portrait

7.2 OPPORTUNITIES

01 02 03 04 05

Sales expansion: Take advantage of New Guards Group investment and locate new stores outside of Japan to increase brand presence.

Social media tools: Improve content creation by using Instagram tools like IGTV and Instagram Stories.

Heavy advertising: Create ads for social media platforms (Facebook and Instagram) to increase website traffic, sales and followers.

Collaborations + ambassadors: Hire 2 celebrities as brand ambassadors and collaborate with 10 influencers for the campaign. This will generate brand awareness and reinforce the brand’s identity.

Events:

Create engaging activities for the customers to increase loyalty.

8. Communication Strategy Proposal

X BANKSY

8.1 THE CONCEPT

8.3 MESSAGES

The “Take this, society!” communication proposal will

“Take this, society!”will create a sta-

be a combination of strategies that will help to achie-

tement directed to the target audience.

ve the main goal: to increase brand awareness, brand

This unexpected campaign, has the goal

activation and brand presence. Ambush will exclusively

of surprising people with an astonishing

collaborate with Banksy, who is an anonymous street

apparel collection and union of artists.

art artist. A capsule collection will be designed in which limited edition items will be available. Additionally, advertisement campaigns, partnerships with brand ambas-

“The best things happen unexpectedly”

sadors and influencers, events and audiovisual content

-Unknown

"TAKE THIS,

This communication proposal is focused on online media but will also provide an offline experience with the creation of a pop up store themed with Ambush x Banksy’s collection. “Take this, society!” will fusion art with fashion with a collaboration that nobody ever expected. This will be a surprise for the fashion industry and customers, as Banksy has never collaborated with anyone in the fashion industry. “While monetizing art might not seem like the most noble endeavor, it’s actually pretty useful — not just for the artists themselves but also for the environment they operate in.” (Grunge) It is important to mention, that the name “Ambush” was chosen because of Yoon’s style to create things by surprise therefore, this is exactly what the brand seeks to transmit: SURPRISE.

SOCIETY !" 34

Image 32: Exclusive AMBUSH x Nike “Fluid Blue”

Image 1: ’Rude Copper’ print from 2002 by Bansky

for its social media platforms will be developed.

8.4 TARGET This communication strategy is targeted to Millennials and Gen Z. They are between 35 and 18 years old. “With 2 billion people worldwide, gen Z represents one-quarter of North America’s population” (Comstock’s Magazine, 2014), which gives Ambush a great opportunity to engage new consumers who seek innovative, genuine and unexpected products.

Amanda Dandy

Nick Bodiroza

Age: 23

Age: 31

Location: England

Location: USA

Income: 5000€

Income: 7000€

Profession: Fashion stylist,

Profession: Web developer,

PR consultant

content creation, marketing

Interests: alternative and

agency Interests: exclusive colla-

underground art and design. Loves graphic design, un-

borations, fashion, design,

derground music, alternative

contemporary brands and

brands and unique fashion.

niche music artists. Appreciates

Description: Bold

fashion, exclusivity and luxury. Description: Confident

8.5 INSIGHTS

1. Ambush x Banksy collection 2. Content creation for social media 3. Collaboration with influencers and brand ambassadors 4. Engaging activities/events

Image 33: The Nike x Ambush Collaboration

5. Social media advertising

8.6 MEDIA MIX

8.6.1

8.6.2

8.6.3

SOCIAL MEDIA

ONLINE MEDIA

OFFLINE MEDIA

To create a successful com-

• Business of Fashion

• Vogue USA

munication strategy, “Take

• Hypebeast

• iD

this, society!” Will be focu-

• Highsnobiety

• Paper Magazine

sed on the following medias: Instagram, Facebook and own website. Interesting, creating and innovative content will be published to generate interest and engagement among the target market. Each of the media will have

8.6.4 METRICS AND TOOLS

different strategies that include site, create content, highlight

• Social media followers

collaboration with influencers

• Revenue in sales

and brand ambassadors and

• Website traffic

announce special events and

• Engagement rate

news.

• Earned media

Image 34: AMBUSH FW18 Collection

increasing traffic on the web-

"TAKE THIS,

" ! Y T SOCIE

X Y S K N A B 43

"TAKE THIS,

" ! Y T E I SOC

9. The brief: Creative proposal

9.1 CURRENT BRAND NARRATIVE Ambush is focused on

9.2 PROPOSED BRAND NARRATIVE

dustry with Japan’s culture and

feel special when wearing

quality, innovation, design

Ambush’s perception of style

them.

and aesthetics of its products.

by collaborating with luxury

They seek to have unique color

brands. Experimentation is

combinations to enhance the

key for Yoon and Verbal, as it

take advantage of current and

This will be achieved by crea-

creativity of each collection.

encourages them to share their

future trends to reach a wider

ting interesting content that

Ambush has always expres-

creativity with the world and

audience. Additionally, they do

give more insights about the

tic will remain to be an inspi-

sed its desire for capturing

inspire others to do so. Am-

not collaborate with any known

brand, thus customers can feel

ration for the brand and will

a distinct Tokyo aesthetic in

bush wants to connect with its

influencers or celebrities, which

more identified with Ambush’s

be shared with its audience as

its designs. Their goals is to

audience, by designing unique

could give them the visibility

values. Ambush will remain

well.

influence today’s fashion in-

pieces that make customers

they need.

focused on the quality, innova-

However, Ambush could

Ambush’s new brand narrati-

tion, design and aesthetics of

ve will have as a goal to stren-

its products, although they will

gthen the relationship between

now be more open about their

the brand and customers.

creative processes. Additionally, Tokyo’s aesthe-

9.3 MESSAGES

Unexpected Creativity

The collaboration Ambush x Banksy, will astonish not only the

9.4 BRAND CODES

Taste: Sour and Acid Touch: Different textures, smooth and bumpy Smell: Paint and city

brand’s current customers, but the entire fashion community.

Visual: Color, metallics and neon

The combination of art and fashion has been done before, but

Sound: POPSTAR by DJ Kahled ft.

the unbelievable part will be the artist. This collaboration aims

Symbols:

Sensory:

Drake

to attract all types of media, new customers and generate brand awareness and activation.

Luxury Streetwear

With the help of New Guards Group, Ambush will expand internationally and become the next “luxury streetwear” brand.

Semantic:

Episodic:

Core terms: texture, innovation, art,

X BANKSY

design, colorful and contemporary Tone of voice + style: fresh, young, fun and daring

This will be achieved by communicating directly with consumers through the brand’s social media platforms. This allows the brand to receive a quicker response from consumers. To consolidate the brand’s presence in the luxury streetwear market, collaborations with key public figures will reinforce the brand’s image and create a culture around it.

9.5 COPYRIGHT Tagline: Take this, society!

9.6 STORYTELLING “The best things happen unexpectedly. Those surprises are the ones that stay forever in your mind. Expected things have become boring. The adrenaline of uncertainty will cause you great

Hashtags: #TakeThisSociety #AMBUSHxBanksy #igotambushed #ambushers #TakeThisCollection #AMBUSHEDbyBANKSY

excitement. At Ambush we want you to feel that excitement. To feel the adrenaline. We are coming and we are sure you never expected this at all. Take this, you just got AMBUSHED by Banksy!”.

Headline: Take this, society! By AMBUSH

"TAKE THIS,

" ! Y T E I SOC

10. Execution

Image 35: Stop and Search by Banksy

10.1 THE TEAM Creative department: Take this, society! Collection Communication department: Take this, society! Campaign + Media plan PR department: Ambassadors + influencers strategy Event department: Take this, society! Collection Launch + Auction Marketing department: Take this, society! Media advertisement

10.2 YEAR CALENDAR

"TAKE THIS,

" ! Y T E I SOC

11. Media Strategy and Plan

11.1 POES

Ambush will use paid media strategies to

Ambush will focus mainly on selling onli-

promote its new campaign. The media chosen

ne whilst the new stores are inaugurated. A

for this strategy are online and offline maga-

section dedicated to the “Take this, society!”

zines. Online: Business of Fashion, Hypebeast

campaign will be implemented in the website.

and Highsnobiety. Offline Media: Vogue USA,

Insights of this campaign will be shared on

iD and Paper Magazine

Ambush’s website. This has the objective of

Additionally, social media paid advertising

turning visitors into customers.

will be released. This has the objective of increasing the brand’s reach, generate new leads, improve brand engagement and increase the website’s traffic.

According to an Edelman study in 2019, 63%

The creation of social media content will in-

of consumers aged 18-to-34 say that they trust

crease massively, as we want to take advantage

influencers more than brands. Therefore, Ambush

of all the platforms features. Content will be pos-

will make sure to increase organic influencer re-

ted daily on Instagram, Facebook and Ambush’s

views or tags on social media platforms.

website. Features like IGTV, Instagram Stories,

Image 36: Because I’m worthless by Banksy

Additionally a UGC (user generated content)

highlights, IG store, FB stories and FB lives will

strategy will be implemented, in which influencers

be used. This has the objective of increasing

will be able to post IG filters at the launch event.

Ambush’s customer base and followers. Addi-

These filters will be created in collaboration with

tionally, it will reinforce Ambush’s brand identity

the influencers and can be downloaded or used by

through the posted content.

anybody.

E 60

S 61

11.2 COLLECTION

Verb

Objectives

KPIs

• Experiment and combine fashion with art.

• Social media engagement rate

• Innovate in color combinations, textures

• Follower count

and fabrics. • Create interesting designs that will attract a wider audience.

n h A on

11.2.1 DESIGNERS

k n s a y B

• Revenue growth • Website traffic • Likes, shares and comments

• Enter the luxury streetwear market. • Increase sales by at least 10%.

11.2.2 METRICS The “Take this, society!” capsule collection will have as creative directors Yoon and Verbal with the collaboration of Banksy. It will consist of apparel, accessories and footwear for both men and women. It will be available

All social media platforms will direct customers to Ambush’s website to facilitate website traffic count and clear ROI. The use of hashtags such as #TakeThisSociety #AMBUSHxBanksy #igo-

online and physical stores. This collection will reflect the combination of art,

tambushed #ambushers #TakeThisCollection #AMBUSHEDbyBANKSY will

fashion and design by innovating with textures, colors, fabrics and designs.

be tracked by uses and shares.

The collection will be full of color combinations, strong ideology statements

Additionally, after every purchase, customers will receive a satisfaction

and unique shapes that will connect with people who look for something

survey with a direct link to share the products in their own social media plat-

different and to stand out.

forms.

11.3 ADVERTISING CAMPAIGN

11.3.2 FORMAT The advertising video will be divided into short pieces for Ambush’s different social media accounts. These pieces will all display the same ending but different scenes of the main video to have more variety in the ads. The full video will be uploaded to Ambush’s website to increase traffic. The short pieces will be uploaded to Instagram and Facebook as ads.

11.3.3 MODELS

Objectives

KPIs

The models used will be the chosen ambassadors (further explained in section 11.5) plus fashion models to complement the video. These models

• Increase brand awareness

• Sales revenue

have been chosen because of their unique looks as they stand out among

• Reinforce brand identity

• Number of clicks and mentions

other fashion models. Additionally, they have been chosen as some of the

• Increase website traffic, sales and followers

• Lead conversion rate

best models of spring 2020 by Vogue.

• Increase brand presence

• Website traffic • Follower count

K a ny 11.3.1 VIDEO SCRIPT The location chosen for the ad is the streets of Tokyo. The video will have as background music POPSTAR by DJ Kahled ft. Drake. The ad starts by showing several shoots of different locations in Tokyo. Each scene changes with the beat of the music. Later, we see people doing street art and peo-

Eilish e i l l i B

ple walking down the streets of Tokyo. The scenes will appear fast, short and with the beat of the music. In the end, a scene of Banksy looking at the camera, but with his face covered up, will appear. The scene will fade into black and the logo Ambush x Banksy: “Take this, society!” will appear.

Th e W

nd eek

t s e W

Ambassadors

11.3.4 OUTFIT INSPIRATION

Mika Sc

As the advertising video will show the new collection Ambush x Banksy, the inspiration for the video will be previous Ambush outfits.

ider

Ajok

h ne

l e d a M

Fashion models

Image 37-46: Ambush collections F21 RTW, S20 MW, F19 MW, S19 MW.

e T i x n e o l r ir a

Berit H

a nn

Ambar

eitm

a t l s i r C

11.3.7 STORYBOARD

11.3.5 COPYRIGHT STRATEGY Tagline: Ambushers by Ambush Hashtags: #TakeThisSociety #AMBUSHxBanksy #igotambushed #ambushers #TakeThisCollection #AMBUSHEDbyBANKSY Headline: “Take this, society!” Visual: Textures, metallics, neon, color combinations, paint Sound: POPSTAR by DJ Kahled ft. Drake Atmosphere: Fresh, fun, daring, powerful, bold, fearless

11.3.6 METRICS All ads will be directly linked with the brand’s website to analyze the amount of traffic going in. The amount of clicks, likes, comments, shares and mentions will be closely monitored to determine the audience’s response to the ads. The total revenue sales will also be monitored to the determine if the advertisements were successful or not. Additionally, the ads will also be shared spontaneously on the brand’s social media platforms to increase engagement.

11.4 MEDIA PLAN

Hypebeast

BOF

Press release about cap-

sule collection coming

up.

Behind the scenes video

Interview with Yoon Ahn

“In the making” video

campaign with Kanye

and Verbal.

about “Take this, socie-

West.

"TAKE THIS,

SOCIETY !"

ty!” collection.

Vogue USA

Paper Magazine

Press release about cap-

sule collection coming

up.

Interview with The Wee-

Interview with Billie Eilish

Interview with Kanye

knd

BANKSY X

Highsnobiety

Editorial shoot

West

Editorial shoot

11.5 AMBASSADORS + INFLUENCERS

rata yu A

ola

STRATEGY

M a c k en

KPIs • Engagement rate

• Improve brand engagement

• Conversion rates

• Strengthen brand community

• Follower count

• Reinforce brand image

• Website traffic

• Communicate brand’s values and style

• Shares, mentions and comments

selectve audiences and style. They will create and reinforce Ambush’s rela-

The following influencers have been chosen because of their unique and

Jim Ch

n e h o

apm

11.5.1 INFLUENCERS COLLABORATIONS

B u e b i b s le u

• Promote new campaign

Phil C

Objectives

tionship with its audience through the influencers, as they generate more confidence and comfortability in the audience. They all have between 500k to 1.5M followers on Instagram.

Pelay

iaz

J en

m I n

11.5.2 AMBASSADORS COLLABORATIONS The following ambassadors have been chosen because of their engagement with the brand, as they have publicly stated to love the brand and wear it. It is desired to reach a wider audience and reinforce Ambush’s brand identity. These celebrities will wear Ambush to events, concerts and in pictures throughout their social media accounts.

K a ny

iin e Tempah

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E ilish e i l l i B

a l l e d an

Ca o

Leo M

Yoyo

They will regularly talk about the brand and participate in the campaign “Take this, society!” as the main models. Brand ambassadors are expected to transmit the brand’s values and style whenever they are wearing Ambush.

11.6 EVENT

Objectives

KPIs

• Promote new capsule collection

• Website conversion rate

• Announce brand ambassadors

• Number of viewers

• Generate new leads

• Shares, comments, likes and mentions

• Create brand awareness

• Email marketing engagement rate

• Increase customer loyalty

• Content engagement rate

• Increase revenue in sales

• Revenue in sales

11.6.1 COLLECTION LAUNCH EVENT Ambush will host an online

the live event, they must pur-

runway will be constructed and

event to present the “Take this,

chase a minimum of 300€ at

screens will surround the place.

society!” capsule collection in

Ambush to receive their invite.

The attendees will be able to

collaboration with Banksy. It

At the event Yoon and Ver-

video connect and show their

was decided to create an onli-

bal will be interviewed to learn

faces on the screens. Additio-

ne event to make it accessible

more about the collection and

nally, they will use the created

for everyone, anywhere in the

they will host a small fashion

IG filters to announce their

world. Ambush will send per-

show. Furthermore, the event

attendance and share sneak

sonal invites with a QR code to

will have a special appearance

peeks of the event.

access the event. These invi-

of Banksy creating art on white

tes will be sent to influencers,

clothing. He will remain anony-

vie will be launched on IGTV

press, celebrities and bloggers.

mous at all times.

and a highlight IG stories will

Additionally, for loyal custo-

On the other hand, the

mers a personalized email will

event will take place at a studio

be sent in which they will find

which will be decorated with all

their invite to attend the event.

white furniture, floor and walls.

For people who wish to attend

Later for the fashion show, a

After the event, an after mo-

be created for easy accesibility.

11.6.2 METRICS Social media mentions of the event, number of shares with the event filter, follower count, shares, comments and likes, number of virtual attendees and prress coverage and type of feedback

12. Budget

13. Evaluation This communication plan

media accounts. Furthermore, revenue in

the brand’s performance throu-

sales will be closely evaluated

gh analytics. Analytics will help

to review the brand’s ROI from

to identify potential problems

the online advertising done. A

and solve them before they

specialized team will closely fo-

have an impact on the brand.

llow the different campaigns to

These analytics will be found in

identify possible improvements

the brand’s website and social

and issues.

Image 37 and 38: AMBUSH x Nike “Fluid Blue”

will be evaluated by analyzing

"TAKE THIS,

" ! Y T E I C O S 14. Future vision

This communication plan

sales and most importantly, at

displays only a plan for a year.

opening a new store outside of

To fulfill the goals set for the

Japan.

brand, a continuation of said

brand’s aesthetic. It is desired that the hired ambassadors and influencers

Ambush will continue crea-

fulfill successfully their job by

plan must be successfully im-

ting appealing content to

communicating correctly the

plemented.

generate brand awareness and

brand’s identity.

It is desired that Ambush

reinforce brand identity. This

succeeds at growing its fo-

content will be posted daily

llowers base, at increasing

and will be consistent with the

X Y S K N A B 86

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