Seen as the social media campaign will appear on Instagram, I thought I would create a marketing film as an added extra. My hope is to bring in the fantasy element through that, taking advantage of Instagram Reel effects, I intend to use them to create some sort of fantasy. With my FMP, it is not about a product or the end product, it is instead about the experience, the journey and the community, it is about storytelling a fantasy that my audience can connect with. SOURCEDFORYOURSIZE focuses on the consumer. This campaign will create an emotional connection with my audience as I am putting the consumer first, thinking about them rather than encouraging them to buy from me. Not all campaigns are built around selling products, most are about building communities or spreading awareness which is exactly what my intention is with the social media campaign. I am sourcing clothes for the consumer, making them feel accepted and making the second hand community more inclusive and less toxic with body image standards. This campaign will provide an escapism from the harsh reality of the toxic sizing on resale sites, whilst also providing hope that we can save this planet Aswell as making the industry more inclusive
“I’ve always felt the stories that stayed with me the longest offered space to unearth parts of myself through the lenses and experiences of characters, so I could face those aspects with more courage than I could in reality, and hopefully find that elusive feeling of hope so often tied to the possibility of what we can imagine.” (Chan, 2022).
FIGURE 1
Miu Miu is putting the spotlight on the icons of today – whether they’ve graced our past, present or are set to represent the future. Powerful women of all different backgrounds who manage to capture the essence of what an icon is really about. Through their art or persona, they convey a certain message, a strength and inspire multiple generations. inspired by the paradoxes inherent in femininity, the ability and willingness of women to transform external perceptions of themselves and their own attitude through the fashion they wear. (Crash).
Whilst doing some research into marketing films, I came across this marketing film called Miu Miu Icons and I immediately became influenced by how the film has been executed. Part of the reason why I am inspired by this film in particular is because of the vintage aesthetic that I have taken from this film, however, I was also drawn to how the film features individual clips of the small details like the clip at the start of the film that features the iconic Miu Miu heels.
As mentioned before, I have decided to market my idea through Instagram in a bid to target a new audience and connect with the Gen Zers that relate to this idea.
Building a digital community is integral to your Gen Z marketing strategy.
According to surveys, Gen Z is the loneliest generation in America, so they’re actively looking for ways to engage and connect with like-minded individuals.
Brands can help facilitate authentic connection and conversation, but it goes beyond working with mega-influencers. The answer? Seek real people who have interesting platforms and embody your brand’s values.
“It could be a creative, an artist, a thought-leader, or an activist — find people you believe can serve as ambassadors and tap into their networks in a way that feels less transactional and more authentic. With my campaign, it is my intention to work with someone who would advocate this concept and the values behind it.
I think that Instagram has more potential to build communities of likeminded individuals that connect with a brands’ values.
Having grown up with smartphones, the internet, and social media, these digital natives are more likely to buy from brands that have established clear values, are inclusive, and have a strong online community. (Thomas, 2022).
Having already identified my target consumer being Gen Z, I wanted to further this research by identifying specific consumers that I am targeting within Gen Z.
My target consumer is someone of whom loves vintage 2000s fashion and prefers shopping on sites like Depop or Vinted to fast fashion brands like PrettyLittleThing, this consumer feels frustrated by the lack of size inclusivity that resellers are offering and is tired of seeing small independent resellers having clothes of larger sizes modelled on size XS/S individuals, this consumer feels left out and wants to be able to shop the fashion she loves in her size, but is unfortunately not given enough choice or representation.
This is where I identified the gap in the market and have since gone on to forming my FMP around this. Vintage 2000s clothing in larger sizes does exist and is piling up in landfill, but most resellers aren’t making the conscious choice to be inclusive with larger size ranges.
As a reseller myself, I can say firsthand that there isn’t much representation for plus size consumers. The campaign I am creating is not just a trial for me to implement size inclusivity into my business in the future, it’s an opportunity for me to create a community of consumers that connect with my campaign and a chance to show more representation. Through this, my intention is to change perceptions by having a mini skirt for example, modelled on a plus size individual.
FIGURE 4
B O O T H B Y
B R Y A N T
Booth by Bryant is, at its most basic, a film photo booth made in the 1950s and purchased by the man himself. He invites his famous friends to use the booth, capturing grainy, intimate portraits that print instantly. Since announcing he had bought the booth in July, Bryant has documented the snaps on both his personal Instagram and the booth’s dedicated account. (Sangster).
I came across this filter and instantly wanted to use it as I feel like you can’t go wrong with a vintage filter. I like the concept of this filter and rather than it just being a generic filter that has no meaning or story behind it, Booth By Bryant originated as a photobooth that has now become a filter due to popular demand. I wanted to look into this with reference to the marketing film I intend on creating as I think that this is a strong contender for which filter I choose. I would like to play around with this filter more and maybe add text to it to try and tie it into my FMP concept.
As my FMP is going to be based around a social media campaign, I wanted to research brands that have created campaigns that inspire me. A recent campaign by Hugo Boss, titled ‘BE YOUR OWN BOSS’.
The ‘Be Your Own BOSS’ campaign features top models Kendall Jenner, Hailey Bieber, and Joan Smalls, world-famous American rapper Future, international TikTok star Khaby Lame, South Korean singer and actor Lee Min-ho, British professional boxer Anthony Joshua, Italian tennis champion Matteo Berrettini, and German runner Alica Schmidt.
“We are absolutely thrilled by this amazing cast for BOSS. The talents and personalities of the campaign perfectly embody what a boss stands for today. Delving into the more personal, emotive, and thoughtful aspects of being a boss in today’s world helps us connect in a more concrete and tangible way to millennials,” Daniel Grieder elaborates. (Metzingen, 2022).
The key takeaway from this campaign for me is how they have executed it, I really like how they have featured celebrities posing with a photo of their younger self, it reminds me of the brand me project because the younger self photo reminds me of how far I’ve come and how I’ve grown over the years. In fact, the key takeaway from my brand me project was how far I have come in terms of success, and how my younger self would never believe where I am today. This well executed idea is their individual way of storytelling and it has definitely influenced me with reference to how I can portray my final image to tell the whole story.
Because the reality is the Boss brand is being sold into people doing great things every day.
The work that health workers across the world have done throughout the pandemic has been pretty boss. Those people that have set up innovative small businesses and thrived during the toughest time in recent history are pretty boss. Those people that battle adversity and come through the other side are pretty boss. So, too, are those that are doing amazing things within their community.
By telling these inspiring stories of bosses and celebrating real life, everyday success stories through owned (blog, social, email marketing) and shared (PR) activity, the brand has an opportunity to create and curate a community that consumers want to affiliate with.
Adopting a storytelling approach
You don’t have to be at the size or have the eye-popping marketing budget of a Hugo Boss to be able to make this long-term content marketing strategy work for you.
The truth is that most B2C businesses can adopt such a strategy. You just need to answer one simple question: why do your customers choose or need you?
Sure, you might not be able to afford Khaby Lame to boost your search traffic by billions and see instant success with your conversions. But if you have a product consumers want, a campaign message or value that is relevant and can be bought into, and (most importantly) a customer that is willing to share their experiences and be affiliated with your business, you’ve struck gold. (Bestwick, 2022).
The best thing about Spotify Wrapped is its shareability, and the sheer scale of UGC (user generated content) that it creates. After people see their Spotify Wrapped, what do they do with it? They post it on social media, with the hashtag #SpotifyWrapped! (Tatton, 2022).
With reference to my idea of wanting this campaign to be interactive for my target audience, I have conducted some research into successful social media campaigns to look at what they have used to make their campaigns interactive. Similar to the #SPOTIFYWRAPPED campaign, I want my campaign to be something of which the audience can be involved with. I would like to take forwards this idea of user generated content, for example one idea could be to have my customers take photos of themselves in their #SOURCEDFORYOURSIZE fits and I repost them to the Instagram account, however this would mean that I would need to extend the aims and objectives of my campaign, from the concept originating with the aim of changing perceptions and past ideals of beauty to going that extra step forwards through injecting size inclusivity into my business.
User-generated content, or UGC, is any content created by consumers instead of brands, usually on social media platforms. It is known to be a successful and authentic-looking method of advertising, opposed to influencer-created or brand-created content.
ASOS launched the #AsSeenOnMe campaign in 2014, where social media users were encouraged to share photos and content displaying ASOS products for their followers to see. In this content, users posted the hashtag #AsSeenOnMe, that by 2021 has been used over a million times.
After using the hashtag, ASOS could feature the user’s content on the official ASOS Instagram page, as well as using the content on their website. (Coppock, 2022).
User generated content could be a good idea for enabling my audience to be involved in the campaign, following the #AsSeenOnMe campaign, mine would be similar in terms of reposting audience members pictures of them in their #SourcedForYourSize fits. Again this is something that I will be trialling to see how it could work.
Right now, I am thinking that user generated content would be the best option when taking into consideration the idea of creating a community through this campaign, the advantages of this would be that I would attract more traffic to my brand and I would be able to spread more awareness and bring the topic of plus size within the resale marketplace into the mainstream through users sharing the hashtag concept #SourcedForYourSize, naturally building a community through this.
Goldie Chan. (2022, February 15). 11 Fantastical Rules For Fictional Storytelling. Forbes. https://www.forbes.com/sites/ goldiechan/2022/02/15/11-fantastical-rules-for-fictional-storytelling/ ?sh=63f7f3df1965
Crash. (n.d.). MIU MIU PRESENTS THE ICONS CAMPAIGN. Crash. https:// www.crash.fr/miu-miu-presents-the-icons-campaign/
Ella Sangster. (n.d.). How to recreate the ethereal Booth by Bryant photographs à la the cast of Daisy Jones & the Six. Harpers Bazaar. https://harpersbazaar.com.au/booth-by-bryant/
METZINGEN. (2022, January 26). HUGO BOSS RELEASES STAR-STUDDED CAMPAIGNS FOR BOSS AND HUGO. Hugo Boss. https://group.hugoboss.com/en/ newsroom/news/news-detail/hugo-boss-releases-star-studded-campaignsfor-boss-and-hugo
Tom Bestwick. (2022, February 14). Hugo Boss’ aggressive rebrand is impressive, but it misses a trick. The Drum. https://www.thedrum.com/ opinion/2022/02/14/hugo-boss-aggressive-rebrand-impressive-it-misses-trick
Zoe Tatton. (2022, December 13). Spotify Wrapped: What Makes The Campaign So Successful?. For The Curious. https://www.forthecurious. co.uk/news/spotify-wrapped-what-makes-the-campaign-so-successful/
Louisa Coppock. (2022, January 9). ‘As Seen on Me’: The User Generated Content for ASOS. It Ain’t Easy Being Weezy. https://weez.myblog. arts.ac.uk/2022/01/09/as-seen-on-me-the-user-generated-content-forasos/
Monique Thomas. (2022, December 7). 5 Gen Z Marketing Strategies To Implement in 2023. Later Blog. https://later.com/blog/gen-z-marketing/
FIGURE 1: Crash. (n.d.). [Screenshot of video]. Miu Miu Icons Film Campaign. https://www.crash.fr/miu-miu-presents-the-iconscampaign/
FIGURE 2: Thomas, M. (2022). [Online Image]. 5 Gen Z Marketing Strategies To Implement in 2023. Later Blog. https://later.com/ blog/gen-z-marketing/
FIGURE 3: Depop. (2022). [Online Image]. Anyone selling Kat-inspired bundles on #Depop?. Twitter. https://twitter.com/depop/ status/1495367654252625924
Fatodu, T. (2022). [Online Image]. Fancy a wardrobe refresh? These Depop hacks will save you time and money, according to the site’s top-sellers. Glamour Magazine. https://www.glamourmagazine.co.uk/article/depop-shopping-hacks
FIGURE 4: Booth By Bryant. (2023). [Online Image]. Instagram. https://www.instagram.com/p/Cnya2Ptrs2s/?hl=en
Booth By Bryant. (2022). [Online Image]. Instagram. https://www. instagram.com/p/ChECwmZLqux/?hl=en
FIGURE 5: Boss. (2023). [Online Image]. Instagram. https://www. instagram.com/p/CoMyXjXoh-p/
Boss. (2023). [Online Image]. Instagram. https://www.instagram. com/p/Cn5Bb78IOTy/
Boss. (2023). [Online Image]. Instagram. https://www.instagram. com/p/Cn6pYDbo5Ye/
Boss. (2023). [Online Image]. Instagram. https://www.instagram. com/p/Cn7DvnaoQ37/
Boss. (2023). [Online Image]. Instagram. https://www.instagram. com/p/Cn4Ziv0oGKN/
Boss. (2023). [Online Image]. Instagram. https://www.instagram. com/p/Cn4Li3QIQJT/
FIGURE 6: Hunt, E. (2021). [Online Image]. Banal and depressing? Spotify’s Wrapped campaign. Photograph: Spotify. The Guardian. https://www.theguardian.com/music/2021/dec/01/spotify-wrapped-is-free-advertising-that-says-nothing-about-thejoy-of-music
Miller, C. (2020). [Online Image]. [Update: New features] Spotify Wrapped 2020: How to find your top songs, artists, albums, and more. 9 To 5 Mac. https://9to5mac.com/2020/12/09/ how-to-spotify-wrapped-2020/
FIGURE 7: Coppock, L. (2022). [Online Image]. The #asseenonme content on Instagram. It Ain’t Easy Being Weezy. https://weez. myblog.arts.ac.uk/2022/01/09/as-seen-on-me-the-user-generatedcontent-for-asos/
