THE CAMPAIGN LAUNCH

To navigate successful promotional strategies, it is crucial to consider the market level and prioritise the target audience. The market level that I have chosen most suitable for my brand identity is the luxury designer market as I feel this offers the most freedom in developing visionary concepts. The gap that I believe is very evident within this market level is the lack of relatability for its consumers, this is something I have tried to incorporate within the promotion of my campaign. The place in which I intend to promote the product of my campaign is via the girl’s bathroom within female-centred bars. The affirmation playing cards will be accessible from a vending machine. I chose this type of location due to the congregation of female empowerment that usually occurs within the girl’s bathroom on a night out. A marketing strategy like this has the potential to go viral on platforms such as TikTok like the disco toilet in Albert Schloss that people have been flocking to see just for a photograph! In terms of social media marketing, I intend to create short promotional videos prior to the official launch of my campaign. This will include videos with the public, instigating a quick card game, that will result in the winner leaving with a pack of my affirmation playing cards. Linking back to the values of Generation Alpha as a future consumer, they seek experience within brand campaigns, so this type of video establishes that of such. The final film which I have created as part of the promotional material for my campaign includes overlaying my videos from the styling shoots onto a secondary sourced video of rapper and singer Lizzo preaching about self-love. I am very proud of the outcome of my final film as I feel it encapsulates everything that has been part of my journey to ‘The Chaos Within Conformity’.