concept communication strategy
in collaboration with Billie Eilish Fleur Borst
x
04
McQ is the diffusion line of Alexander
The concept plays an important role in
McQueen and caters to the target
bringing awareness for mental health
group: the Ironic Tortured E-Teens.
issues followed through dark feelings by the tragic story of Lee Alexander
This book will showcase the concept,
McQueen.
translated through an archetype pop-up collection and communication strategy
Darkness translated through irony and
of the brand McQ in collaboration with
fantasy together with Billie Eilish.
the artist Billie Eilish.
06
content
content...
07. 09. 13. 15. 17.
cause & goal
21. 23.
insights
27. 29. 41.
flowchart
overview the concept meet Billie Eilish collection
key insight / strategy
online phases future strategy
cause & goal ...
cause
08
goal
2020. Ten years ago, Lee Alexander
create brand awareness for McQ with the tragic and dark story of Lee
McQueen took his own life.
Alexander McQueen.
It was fashion’s first high-profile suicide. Lee Alexander McQueen committed
by stimulating and sharing inner dark thoughts & feelings through the reasons
suicide because of his work pressure
why Lee Alexander McQueen committed suicide which merges with Billie Eilish
which created anxiety, a depression and
and her music.
therefore an addiction to drugs.
while inspiring, stimulating and connecting with the target group ‘The Ironic The mental health should take priority
Tortured E-Teens’.
over deadlines and quarterly results. It should take priority over everything. The glamorization of toil has carried on and nothing much changed. The awareness levels for mental health is still not high enough.
By working with these type of artists like Billie Eilish and infusing music as a medium in creating new collections through dark, but beautiful archetypes together with online branded content, McQ will stay true to their brand image and heritage, but at the same time create awareness with a new target group and their primary influences.
10
x
Based on archetype moods within mental health.
‘anxious fantasy’ archetype In collaboration with Billie Eilish on a regenerative and vintage basis.
communication by...
a concept by...
Ironize inner darkness to create a light blur of fantasy and reality.
a pop-up collection
starting with...
‘my strange feelings...’
translated through...
overview...
a social media strategy Through our main channels Instagram and TikTok.
concept
the concept...
‘my strange feelings...’ ‘my ‘my strange strange feelings...’ feelings...’ Ironize inner darkness to create a light blur of fantasy and reality.
14
new to everything and experiencing for the first time. We’re being ignored and it’s so dumb. We know everything.” - Billie Eilish.
Meet Gen-Z queen; Billie Eilish Pirate Baird
Behind her appearance and the reason she
O’Connell, 18 year old American singer and
expresses herself in a certain way, are reasons
songwriter from Los Angeles, California and the
which occur to her mental health issues from
most influential artist of her generation with
her past and present such as anxiety, panic
a following rate of 63 million at this point and
attacks, depression, body dysmorphia,
critical, but successful hits like ‘’bury a friend’’,
Gilles de la Tourette and synesthesia.
‘her refusal to conform
‘I don’t care what you don’t like about me. I care what I have to say. ‘
“People underestimate the power of a young mind that is
16
‘part of Eilish’s appeal as a Gen-Z star is her attitude.’
meet billie eilish...
‘’when the party is over’’ and ‘’bad guy’’.
Billie Eilish is very gender-fluid and has songs with lyrics and music videos which show social issues that her generation feels on a dark, sinister but ironical way with certain strange fantasies.
makes her a voice of a generation that
desires authenticity above all. ‘
collection...
mood... 18
collection brief
comfortable: the reused fabrics and materials
No more ‘fashion’ seasons. just archetypes.
-
With this decision we contribute to a sustainable
need to fit easily and relaxed, like hoodies, sweats,
and a non fast-fashion industry.
soft fabrics. Re-used modern day streetwear created for our target group. The target group
McQ offers pop-up collections in collaboration with
needs to feel comfortable while wearing the
music artists. The theme of a collection will be an
collection.
archetype. Archetypes within dark or sad feelings.
-
Our first pop-up collection is in collaboration with
and working with an artist the target group
Billie Eilish: ‘anxious fantasy’.
desires, emotional value for the collection will rise.
emotional: through the concept, archetypes
By purchasing your item, you’ll feel connected with The collections will exist of reused materials and
our brand, the artist which we collaborated with
items from our main brand Alexander McQueen,
and the link between brand and artist; the
personal items of Billie Eilish herself which she
concept. Expressing your strange feelings by
agreed to use for the collection and merchandise
wearing our collection.
items of Billie Eilish and next to that the other
-
fabrics and materials that will be used, will be
chain and production abroad, we want to
reused or deconstructed from other items to
contribute to a sustainable and transparent
create something new.
fashion industry. The collection will exist of 20
insubstantial: to decrease the production
items and per item there is limited availability. This (collection) concept is meant for awareness, not sales.
[archetype]
anxious fantasy
(key) insights
insights...
22
trend
brand
Mental health awareness and purposeful marketing.
In an open time, where you can talk about many
McQ. The diffusion line of Alexander McQueen
In a time where mental health issues like
things, mental health issues often remain a taboo,
to reach a younger market throughout the
anxiety, panic attacks, depressions, stress are
especially for the people who experience this
vision and heritage of Lee Alexander McQueen
mainly caused by social media. Generation Z is
themselves. It’s rather not be shared, because they
himself. When Lee Alexander McQueen passed
very much affected by this and has a high
feel that this can make them appear as unstable,
away ten years ago, Sarah Burton became
expectation pattern of itself. It’s a generation that
while it is the most normal thing in the world
creative director of Alexander McQueen and is
values an authentic story with a purpose which
nowadays.
mainly focussed on the design, craftmanship,
they believe in.
target group
fabrics with a feminine feeling.
The rebranding and resurrection of McQ plays an important role in re-establishing Alexander
The ‘Ironic Tortured E-Teens’ love to use dark
McQueen as the avant-garde and experimental
humour to be aesthetically dramatic.
brand it was, among the younger target group:
Because of their excessive social media use,
The Ironic Tortured E-Teens.
market Of course there are brands that embrace mental
the pressure can take its’ toll and mental health
health issues, but these type of brands are making it
issues find their way to the target group.
seem like they’re your psychologist. That it’s all ‘‘not
Longing for more light, funny and less perfect
that bad to feel whatever you need to feel’’ and
content like TikTok, this target group is open
sugarcoat these type of issues and feelings.
and focussed on transparency within this matter.
With McQ we express the fantasy of darkness and
They feel like talking about their mental health
stimulate you to feel and experience these feelings
issues might be stupid and makes them look
and thoughts like it should be, in your darkness.
unstable, but still feel the need to express themselves in this type of feeling and thought.
Because darkness is beautiful.
key insight...
strategy...
fact The primary
observation
influences of generation Z are music artists.
Music helps generation Z as a coping method
insight
with their mental health
Generation Z loves
issues, because they
music and it helps
are afraid to talk about
them to relate and
it, because ‘’it might
cope with certain
make them look
dark and sad
unstable’’.
feelings.
Through music they
so, how?
can relate to songs and
Relaunching McQ with the concept ‘’my
The concept will be executed through mental
lyrics which make them
strange feelings’’ light will be shed on dark
archetype themes, such as ‘anxiety’,
feel understood.
feelings and thoughts through collaborating
‘depression’, ‘nightmares’, ‘sadness’ etc.
with Billie Eilish to reach the target group
These archetype themes will be executed
‘’Ironic Tortured E-Teens’’.
in the collection and online branded content
key insight
through social media channels such as Instagram, TikTok and the McQ pop-up
High-end brands such as Alexander McQueen should focus through diffusion lines as
website. Every collaboration with an artist
McQ to invest in this younger target group through music and collaborate with artists
will be focussed on one of those archetypes.
the target group loves. In this way a more emotional and real brand experience will
Starting with ‘anxiety’ through the translation
be created, because of a role model with a true and authentic story.
of Billie Eilish.
24
communication strategy
Within this phase, the teasing starts. Or as we call it; the thinking.
McQ has risen.
: posts/stories/IG-TV. : short funny video.
Through the website of McQ , TikTok and Instagram of both McQ and Billie Eilish, teasers will be posted to let you think about how you feel.
Within this phase, the introduction of the collaboration starts. McQ has risen again and collaborated : posts/stories/IG-TV.
with Billie Eilish.
: short funny video. Through the official website of McQ you will be connected to the pop-up website where the first drop of the collection between McQ and Billie EIlish will be available therefore,
3. expressing phase
28 2. feeling phase
1. thinking phase
flowchart... The first archetype collection ‘‘anxious fantasy’’ in collaboration with Billie Eilish is live and ready for purchase and awareness. IMPORTANT: this online communication strategy is focussed on awareness. not sales. Only limited items will be available with this drop of the collection.
possible customers can enter the popup website if you’re a
or
user,
since the password will only be a
: posts/stories/IG-TV.
: short funny video.
valid TikTok/Instagram username.
Bought something? pop-up website link: bio of
and
and in the
swipe-up of IG-TV 2.
how to enter the pop-up: a valid
or
username
will be the password.
Order confirmation through DM of
or
with the suggestion
if you want to post your purchase with the caption ‘‘bought my anxious fantasy’’, #McQ, @mcq_alexandermcqueen
First thirty purchases win access to a private IG-TV 3 (which goes public later) where Billie Eilish performs the used song in this communication strategy: ‘‘you should see me in a crown.’’ One consumer can win a live session with Billie Eilish through the account of McQ on
to talk about anxiety.
online phases...
30
phase 1: thinking Phase 1, the ‘thinking’ phase is all about creating thoughts and curiosity about McQ.
800
1
For the brand’s resurrection with this online communication strategy, to catch the target group’s attention, it is important to really make them think about their feelings because of McQ’s online content. It will be a moment of realization about their feelings and of McQ with the question: What has Billie Eilish to do with this brand? What will it be about?
IG-TV / Spotify
On the Instagram of McQ and Billie Eilish
The first IG-TV will be launched on the
one-word questions like ‘‘sad?’’, ‘‘anxious?’’
profile of McQ.
and ‘‘dark?’’ will be posted. Because of
Billie Eilish will describe in a 3 minute IG-TV
Billie Eilish her huge following rate
how she copes with anxiety and what
Sponsored
(63 mln) and McQ’s target group which
anxiety means to her. At the end of the
mainly follows her, the exposure and
video she will tell that music is a part of her
curiosity for McQ will rise.
coping method and that there’s a playlist
The caption of the post will say: ‘‘so,
created by her for McQ on Spotify.
how’re you feeling today?’’
A swipe-up link to the ‘‘anxious fantasy’’
#resurrectionisreal #McQ and Billie Eilish
playlist on Spotify will occur as she
will also tag @mcq_alexandermcqueen.
announces the music list at the end of the
Sponsored Instagram-stories of McQ will
IG-TV.
also appear with the one-word questions ‘‘anxious?’’ by McQ.
online phases...
32 (pop-up) website
phase 1: thinking
Because of the communication through the Instagram of McQ and Billie Eilish, the curiosity to the website arises. The link of the website is not shown anywhere within this phase, but if
TikTok
somehow the target group reaches the website, the same one-word question will be shown.
The first TikTok videos will be posted on the TikTok profile of McQ.
The first video is the video with the one-word questions ‘‘sad?’’, ‘‘anxious?’’ and ‘‘dark?’’ occur together with the logo of McQ and the caption ‘‘so, how’re you feeling today?’’ #resurrectionisreal #McQ with a song of Billie Eilish: ‘‘you should see me in a crown.’’ This song was the main inspiration for this concept and therefore will be used in this communication strategy.
Next to that a short, funny video will be posted where Billie Eilish will show what she feels when an anxiety attack happens, with the caption ‘‘does the anxiety create the fantasy or does the fantasy create anxiety?’’ #anxiousfantasy #McQ
0
55
3
online phases...
34
phase 2: feeling 10k
Phase 2, the ‘feeling’ phase is all about creating feelings in line with McQ.
2
The word is out: McQ has risen again and collaborated with Billie Eilish. Through the official website of McQ you will be connected to the pop-up website where the first drop of the archetype-collection between McQ and Billie EIlish will be available. The real relation with the target group starts. they will feel connected through the archetype theme ‘‘anxiety’’. The experience around the collection should feel bold and emotional.
IG-TV
On the Instagram of McQ and Billie Eilish
The second IG-TV will be launched on the
the collaboration will be posted and appear
profile of McQ.
in sponsored stories. Billie Eilish will also post a story with a swipe-up link to the
Billie Eilish will describe in a 5 minute
pop-up website.The link to the pop-up
IG-TV how she thinks about sustainability
website will be available through the bio of
and the world today in line with how to be
McQ’s and Billie Eilish’ her Instagram.
sustainable with clothing.
Therefore she will show which personal items she dedicated to the archetype collection and what these items meant to her.
billieeilish
1u
Sponsored
online phases...
36 (pop-up) website
phase 2: feeling
The link of the pop-up website can be found in the bio of the Instagram profile from McQ (@mcq_alexandermcqueen) and Billie Eilish (@billieeilish) together with the sponsored story from McQ which
TikTok
shows a swipe-up link. Billie Eilish posts a personal story too with the swipe-up link to the pop-up website.
The second TikTok video will be posted on
When the target group enters the pop-up website they will read that they should enter a password, which will
the TikTok profile of McQ.
be a valid Instagram or TikTok username of themselves. In this way, the pop-up website stays ‘exclusive’ for the target group which provokes their interest while
The second video will be a short, funny
engaging with the brand. They want authentic and exclusive which will be served in this way. 1
video of Billie Eilish where she shows how
8006
to be sustainable with clothing and which personal items she choses to contribute to the ‘anxious fantasy’ collection.
love sustainability guys!!
@billieeilishpirate #anxiousfantasy #McQ
love sustainability guys!!
online phases...
38
phase 3: expressing Phase 3, the ’expressing’ phase will be about our target group expressing
10k
2
themselves in an item of McQ’s latest collection. The pop-up website is available for consumers which used their Instagram or TikTok username as their password. If they purchased an item, the order confirmation will be send through DM with the question to post their purchase on Instagram or TikTok using our McQ filter with the caption ‘’bought my anxious fantasy’’, use the hashtag #McQ and tag @mcq_alexandermcqueen and @billieeilish with the song ‘you should see me in a crown’ by Billie Eilish.
IG-TV
On the Instagram of McQ and Billie Eilish
The third IG-TV will be launched on the
the collaboration will be posted and appear
profile of McQ after the first thirty
in sponsored stories like in phase 2.
customers had their private concert where
McQ will post a story with Billie Eilish and
Billie Eilish performs one song through the
a swipe-up link to the guidelines of winning
website.
a live Instagram session with her to talk
After a week this short, live concert will
about anxiety.
be posted as the third IG-TV, where Billie Eilish will wear a McQ outfit of the latest collection.
Sponsored
online phases...
40 (pop-up) website
phase 3: expressing
When you purchased item(s), you get your order confirmation through the DM of the social media channel which you used as your username, so Instagram or TikTok.
TikTok
We choose for DM and not e-mail, because the DM reaches the targetgroup in a better and more personal way.
The third TikTok videos will be posted on the TikTok profile of McQ.
1
16k
The third video will be a short, funny video of Billie Eilish changing her McQ outfits from the latest collection in the ‘jumping mode’ and dares the target group to share their McQ outfit too with the following hashtags and tag: #anxiousfantasy #McQ @mcq_alexandermcqueen
Instagram McQ face-filter
love sustainability guys!!
10k
future strategy...
42
collaborations Our future strategy will consist of working with music artists that are a primary influence for our target group. The collection’s creative will always be about mental, dark and ironic archetype-themes like ‘‘sad butterfly’’, ‘‘happy nightmares’’ which are linked to a music artist who shares her/his story
@themarias
@theweeknd
@fkatwigs
@noahcyrus
Below the music artists we will work with in the nearby future.
@charli_xcx
throughout McQ.
sources...
44
cover
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