BRIEF
BACKGROUND Jacquemus is the quintessential French woman with a dash of quirk. It has done very well for a young luxury fashion brand and has garnered significant attention within the fashion community. While the luxury brand’s contemporary price point and high quality allow it to be popular, Jacquemus has yet to take advantage of a marketing campaign to push it further into the public’s attention. Jacquemus benefits from a distinct aesthetic and a memorable brand identity. A strong attribute of the brand also is its social media presence that successfully communicates its identity. The competitors, on the other hand, have both successful marketing campaigns and a strong social media presence. There is also a lack of engagement between the brand and its consumers. Another hindrance is the low budget available for marketing.
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OBJECTIVE The main objective of this brief is to increase awareness of the Jacquemus brand within the masses. It must compel potential customers to learn more about the brand and convince them to follow and interact with Jacquemus on social media. It should do so while making the lifestyle aspect of the brand stronger, allowing it to be more relatable.
TARGET Though the brand itself attracts women between the ages of 25-35, Jacquemus requires the attention of a broader range of people. This outcome should address millennials, particularly female, between the ages of 16-25. The people fitting into this demographic are youthful, technologically competent, and are constantly using social media platforms. These are late teenagers and young adults who are constantly updating their accounts, browsing through magazines, and walking through fashion capitals globally. They are heavily involved in ‘selfie culture’, socially active, and move in packs. It is important to show them the youthful quirkiness of the brand for them to relate to in and partake in the campaign. After being exposed to the campaign, the viewers should be curious about the brand. They should feel welcome and invited to play a part. They should be convinced that Jacquemus is a brand that exudes youthful spirit and that they should be ‘in the know’. The campaign must compel them to learn more about the brand as well as speak highly of it to their friends and acquaintances.
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OUTCOME Due to the low budget behind this campaign, it is encouraged to create a concept that produces outcomes usable across several platforms. The lower the budget of production behind it, the more channels it can be released on and the higher the viewing rate as it reaches more potential customers with a lower budget. An essential outcome is a social media campaign that reaches the target audience and includes them in its progression. Images and videos are to be produced to be used across social media while also being suitable for use for advertising within print publications. Other alternative methods of campaigning are possible.
MOOD & TONE The mood of this campaign is young and fun with an emphasis on the idea of friendship, unity and lack of hierarchy. Other tones that are desired would be: Friendly
Upbeat
Inclusive
Familiar
French
Youthful
Happy
Quirky
It should follow the single-minded proposition of “We are young, fun, and united.� This will make the brand more accessible by relating moments in customers lives to values of the brand.
SCHEDULE Launch date will launch on the 30th of July to coincide with International Friendship day which varies in date per the country but is during the summer period. It will go on for as long as the budget allows in order to gain as many new viewers as possible.
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RESPONSE
OVERVIEW In response to the brief set by Jacquemus, we believe an appropriate response would be a multi-channel marketing campaign that targets a wider audience and allows for engagement from the audience. The campaign will cover a wide range of media outlets while requiring a relatively low production cost. It would involve social media, online advertising, guerilla marketing, and advertising in print publications should the budget allow. Revolving around the concept of #TresJacquemus (Very Jacquemus), the central themes are friendship, relationships, and youthful fun. The tag is inspired by one of Simon Porte’s quotes in which he describes the Tres Jacquemus concept “It’s more of a playful spirit, clean, fresh, and at the same time raw.”
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DELIVERABLES
VIDEOS
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VIDEOS
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The videos revolve around two friends interacting with each other along with each of them using their phone to join the #TresJacquemus campaign by taking selfies and posting them on social media. These videos will be used in paid advertising accross social media. Elements from the brand were used such as the hands from his A/W 15 collection, representing unity and friendship. The frame-by-frame hand drawn animation style also hints at child-like naevity The main are slogan is “Are you #TresJacquemus?” or “Est-tu Jacquemus?” in French. The mood is friendly, fun, youthful and careless.
Along with the videos are a series of images that follow the Jacquemus brand. These images will be used in advertising accross social media and may also be used in print publications should the budget allow it. Unity and Friendship is a recurring theme here as well.
IMAGES
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MIRROR GLASS STICKERS
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Mirror film will be placed on the windows of Jacquemus stockists globally along with the #TresJacquemus sticker. The frame in the sticker represents camera photo frame and is used across the campaign. This along with the will allow the passerby to join the campaign by taking mirror selfies and posting them on social media along with the hashtag. These will be accompanied with QR code stickers to scan.
Chalk graffiti will be sprayed onto stencils with the #TresJacquemus tagline around fashion capitals and around shopping hotspots. These will be accompanied with QR code stickers to scan. The graffiti elements of the #TresJacquemus logo hints at the edgy and youthful elements of the brand.
CHALK GRAFFITI
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QR CODE, SITE, & APPLICATION
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When scanned, the QR code will direct the user towards a site dedicated to the campaign where they can learn more about it, see the videos, and download a Jacquemus application. They will also be able to shop directly from the site. The Korolev Compressed font was used as it closely resembles the Jacquemus logo and it is continuously used throughout our media outcomes.
The application will allow the users to edit their own images with Jacquemus stickers before uploading them onto social media.
SOCIAL MEDIA
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QR CODE, SITE, & APPLICATION
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#TresJacquemus Snapchat geo-filters that are available in fashion capitals, mainly around Jacquemus stockists or for use at Jacquemus events such as catwalks.
EXPERIMENTS
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CONCLUSION
This response is a series of visual outcomes that play a part in a multi-channel campaign that aims to push the Jacquemus brand into to the public eye, turning it into a well-known fashion entity within society. It translates the French brand’s aesthetic appropriately through the images and videos produced for it, exuding youth, playfulness, and the sense of unity and friendship between the “Jacquemus Girls”. The media produced may be used across several mediums such as print advertising or social media advertising which is the intended purpose. The production costs for the media outcomes was quite low, allowing for investing in pushing the campaign to the public. Along with the images and videos are guerilla marketing strategies that allow the Jacquemus brand to blend into real life and interact with its audience who may then become consumers. The window mirrors, chalk graffiti, and the QR codes act as bait that lead the public back to Jacquemus’s online platforms. With their interactivity, they build the public’s curiosity on the brand and allow them to play a part in the campaign itself which has been proved to be an effective strategy when used by fashion brands. Other members of the public who may not encounter these touchpoints will be curious as their social media accounts are flooded with the #TresJacquemus sticker, influencing them to research the brand and learn more about it. The sticker will also be present in Snapchat geo-filters that the public can apply to their images and send off to their friends. This is a low-price way of reaching the masses as the geo-filters will target all snapchat users in the vicinity of a Jacquemus stockist. This strategy solidifies the brand’s status as an up-to-date and relatable brand that reaches out and includes the youth of society. By “gaining the trust” of the youth, the brand gains a priceless element which is recognition.
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Megan Siân Boyle Raul Hijazi Millie Cox