Selma x skinny dip Hilary Adams, Eleanor Jackson, Kate Thomas, jess Empson, Annabella Knott, Gerda Kazlauskaite.
Objectives: Ăź to create a cohesive marketing campaign that puts the brands messages into actions Ăź to create a modern, forward thinking fashion film that expresses the brands narrative and tells a cohesive story. ĂźTo find a solution to a problem skinny dip might be having by creating a new integrated marketing campaign
PRIMARY AND Secondary RESEARCH .
BRAND DECONSTRUCTION
Community - confidence – expressive – playful – chatty friend – humour – pastel- Instagram
PRIMARY RESEARCH: FROM IN-STORE
q BIG FOCUS ON FONT STYLE/TEXT q SIMPLE/MINIMAL SHOP LAYOUT CONTRAST TO HEAVY PATTERNS AND PRINTS q USE OF BOLD SLOGANS& STATEMENTS AROUND STORE q SKINNY DIP GIRLS BEDROOM STYLE q SMALL AND INTIMATE SPACE q FRIENDLY SPACE TO SHOP.
PRIMARY RESEARCH: FROM SOCIAL MEDIA
TONE OF VOICE o o o o o o
“COME SIT WITH US” ATTITUDE FRIENDLY, FUN WORDING SHORT CATCHY PHRASES ALLITERATION ‘INSTAGRAM’ LANGUAGE SKINNY DIP BRANDING/LOGO ALWAYS SEEN o USE FEMALE EMPOWERING/FEMALE PRONOUNS
WITH SKINNY DIP’S SOCIAL MEDIA EXECUTIVE 1. Who is Skinnydip’s key consumer? Do you refer to any specific consumer profiles?
PRIMARY RESEARCH: INTERVIEW
We always refer to Skinnydip as a person. More specifically a girl. The Skinnydip girl is somewhere in between the COOL and GLAM spectrum, We always ask ourselves, "would the cool girl wear this?" or "will the glam girl like this?" 2. How would you describe Skinnydip’s identity/aesthetic? The Skinnydip girl is driven by some trends, however she needs to see it styled first before she'll adopt the trend. She's culturally aware, very driven and has a good grasp of cultural issues that affect the society around her, more than that she's not afraid to have a voice about this. We're confident, daring and ultimately driven by fashion houses. However, in terms of how we speak we're empowering, we're not afraid to speak up about cultural issues and we're inclusive of every social group. 3. Do you have any examples of how as a brand, you adapt the aesthetic to suit different trends? We are ultimately driven by fashion and what we see in high fashion runways, so our design team always look to see what spin we can put on trends. Our big trends for the coming season include Tye die, neon, bold prints and gingham- each one is created in it's on way and we hold focus groups within the business to make sure we've catered to the skinnydip girl. 4. How would you define Skinnydip’s tone of voice -in terms of how you communicate to your consumer? Our tone of voice is ultimately a friend. We're culturally aware, we're not afraid to have an opinion and we don't often stay neutral. We open and transparent with our consumer, we know they invest in us and as such they know when they're being lied or sold to. We're the friend that tells you not to wear that or the friend that tell you to ditch the ex.
CONSUMER PROFILE
PRIMARY RESEARCH:
INSIGHTS
q skinny dip see their consumer as a friend. q Skinny dip base their store on the ‘skinny dip girls’ bedroom. q skinny dip believe in building a community of consumers to empower each other. q Trend led brand. q Consumer likes to use skinny dip’s products to accessorise an outfit. q BUT..
THE BIG IDEA: TAKING SKINNY DIPS TONE OF VOICE AND TURNING IT INTO AN ETHOS
Film inspiration
SKINNY DIP X CARLITO’S WAY insights qMIRROR SHOTS, REFLECTION IDEA qCOLOUR PALETTE, COLOUR AS CHARACTER qSPINNING CAMERA SHOTS qLOCATION : CLUB SCENE qDIRECT NARRATIVE - VOICE OVER qDUALITY qREALITY VERSUS ASPIRATION
.
THE CREATIVE PROCESS
CREATIVE CONCEPT: THIS CONCEPT SHEDS THE LIGHT OF THE ARTISTRY AND TALENT OF THE DRAG COMMUNITY. Educating the skinny dip consumer further. it shows how paradise isn’t just a destination it’s a state of mind.
CREATIVE CONCEPT:
ASOS FACE & BODY CAMPAIGN
VISUAL film INSPIRATION:
MARTIN PARR
RU PAUL’S DRAG RACE SIGRID – MUSIC VIDEO
Helmut lang- David white BLANCHEMUSIC VIDEO
MARIBOU STATE-MUSIC VIDEO
PETRA COLLINSGUCCI EYEWEAR
Model poses
SCAMPS
SET DESIGN BEFORE:
SET DESIGN AFTER:
Selma x skinny dip short film
The marketing and communication plan
PROMOTIONAL PLAN:
o 1.05.19 Instagram post introducing the new campaign and ticket release details mentioned o 3.05.19 Email to consumers to inform them about the campaign and the events being installed in Carnaby store o 5.05.19 Selma takes over skinny dips Instagram with the hashtag Selma takes over o 6.05.19 Email releasing the countdown to the master classes and the final Selma show event o 7.05.19 Line up released and timings for events with locations o 10.05.19 First masterclass/panel discussion, the entertainer o 17.05.19 Second master class/panel discussions, the insta sister o 24.05.19 Third master class/panel discussions, faux queen o 31.05.19 Selma show
event Where: Carnaby store London
When: 10.05.19
what you'll get: q A CHANCE TO MEET AND GREET THE PANEL q YOU’LL RECEIVE A GOODIE BAG CONTAINING SELMA MERCH. AND SOME OF SKINNYDIP’S MOST LOVED BEAUTY AND TRAVEL PRODUCTS q A CHANCE TO EXPLORE THE CARNABY POP-UP BEFORE SELMA TAKEOVER GOES LIVE q AN INSTORE MAKEUP MASTERCLASS WITH SOME OF THE INDUSTRIES MOST POPULAR EXPERTS
event
event
space
space
“Drag is interpretative. Anyone can do drag. Just be who you are and know what you want to do.�
The looks
GARISH
HEAVY PRINTS
MAXIMALIST
ATTITUDE
The looks
HIGH CONTRAST SATURATED
FICTIONAL
The looks
Most natural feminine
glamour
Social media
website
Summary: q Our fashion film follows AN on brand aesthetic and expands on their tone of voice which we FEEL NEEDED TO BE MORE Cohesive AND EASILY RECOGNISED OVER ALL PLATFORMS AND PRODUCTS. q Our fashion film and integrated marketing campaign educates our consumer on the artistry of drag AND THEREFORE ALLOWS A FRESH, PERSONAL INSIGHT INTO A COMMUITY THAT PREVIOUSLY HASN’T HAD MUCH ATTENTION . q OUR CAMPAIGN AIMS TO BE A PLAYFUL, RAW , IMPERSIVE EXPERIENCE FOR OUR CONSUMERS TO ENJOY AND THEREFORE PROMOTE THE RANGE OF TRAVEL PRODUCTS OFFERED BY SKINNY DIP.