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Natasya Lund N0506051 FASH10106 Creative Networks
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Introduction Campaign Launch #breakingthestereotype #twopointfivefest Guests
PR Brand Ambassadors
Digital
Conclusion
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My team and I created the brand ‘2.5’. We are a niche brand with a new concept; a bespoke 2 in 1 his and her fragrance for couples called ‘2.5’. Our initial inspiration came from primary research within Nottingham and London, coming to a realisation that there is a gap in the fragrance market for something unique and innovative. Also a few trends we noticed were the prices of successful brands and that the fragrance world is becoming predictable with the stereotypical sexualised campaigns taking over. In result, we came to a decision that we wanted to go against what is occurring within the industry, against the sexuality, against the high prices and against gender polarization. To spot our
opportunity, we looked into Mintel reports where we found there is a rising trend in personalisation within fragrances and bespoke products in this industry. According to Mintel, fragrances are becoming a part of 16-24 year olds identity and personality which ‘2.5’ are offering; we want to be part of our consumer’s story and identity. Our product will be available at an affordable mid-market price with an innovative, detachable bottle design appealing to our 1824 year old target market who will take an interest to ‘2.5’.
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‘2.5’ is British brand focusing on the narrative of everything, and the fragrance especially is focused on the narrative of ‘cool couples’. Many brands selling point is a story behind it, which gives an alternative reason to purchase a fragrance other than the scent therefore this, inspired us to use the narrative aspect as our main
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selling point. To not forget the scent, and the fact we as a brand is going against gender polarization; the scents are synergistic and aren’t labelled male and female, thus having that personalisation aspect.
Our campaign was located at the Nottingham Canal, which as a team we felt was the best location to shoot because of the atmosphere and look of the place will allow us to capture a realistic story which our consumers will be able to connect to. Inspired by the ‘Two Halves Blog’, we went for a playful direction with the couple, however keeping it edgy and away from cheesiness; with the main focus of breaking the stereotype of the sexualised his and her fragrance adverts of today. Being a niche market, the print campaign will feature in British magazines such as Dazed and Confused, I-D, Bullett and Pop, rather than the high fashion magazines Vogue and Elle.
By doing this, the brand will appeal and attract the right consumer. Most important point we focused on with the campaign was to communicate our brand’s theme of edginess and realness, keeping in mind our British heritage.
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For the creative aspect, the post production was meant to go against the sleek glossy photos seen within the perfume market. It’s all about expressing a chilled, urban love story. As well as having consumers relating to the narrative of it all. To create a direct connection with consumers, by our slogan ‘What’s your story?’ the main hashtag ‘#breakingthestereotype’ will feature on the editorial campaign as well as the promo video. By using this hashtag, people are then able to express their story and even have contact with the brand about our new fragrance. The hashtag plays the role of the main communicator of ‘2.5’ because we wanted to keep that guessing game within the campaigns so consumers can truly connect with the brand further.
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As being part of the niche market, the launch of ‘2.5’ will be unique in comparison to other fragrance launches. The concept is to create a mini festival in Boxpark, Bethnal Green in London; where there will be a rooftop party, food and beverages available on the square then a preview opening of the 2.5 pop up shop. Boxpark is a pop up shop shopping centre with a combination of fashion and lifestyle stores, galleries and restaurants. This contemporary pop up shopping mall is perfect for ‘2.5’ because of the areas we can work around e.g. the rooftop, tent, square and pop up shop itself surrounded by other brands too. Even though having other brands may come as a threat, for us its part of the brand exposure, people will head to Boxpark for various reasons but come across our launch which leads to them questioning our event to friends etc, creating a word of mouth around our brand’s fragrance launch. Boxpark attracts a dynamic community therefore is a prime location for a new niche fragrance launch.
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This will be an all-day event which will lead to a mini gig in the evening presenting local live bands such as Amber Run, Peace and As Elephants Are then special guest Josh Beech and his band will be performing too.
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When carrying out interviews with couples whilst doing street style research in Nottingham, we found that our target consumer weren’t into clubbing or high profile events but casual trips to the pub, open mic nights, gigs and festivals, so from that research, a festival themed launch party appeared most successful according to our brand. In celebration of the launch of our new brand, we are welcoming consumers to connect with us in multiple ways beginning with the first 150 hashtags of the event ‘#twopointfivefestival #breakingthestereotype’ will win free fragrance samples and goodie bags. So instead of paying money for our 2.5 fragrance, we are endorsing them with
the brand by them using up their social currency to create an online buzz and getting the consumers involved. In addition to this, at the event there will be a photo-booth available for guests to take photos and share them online on Instagram; either telling their story or talking about the launch of 2.5. According to Forrester Research, Instagram has now taken over the marketing world being on top of Facebook and Twitter when it comes to interacting with consumers, therefore will hopefully trigger trends which will carry on being shared through other social networking sites.
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To bring festival to Shoreditch, we will present festival catering to Box Park square with the infamous Tea and Toast van then a Gourmet Burger Van from KK catering as well as a popcorn and candyfloss machine to provide festival fun foods to guests then mini festival bars to finish off a reflection the atmosphere of a festival. Guests will also have access to our rooftop party as well as the opening of our pop up shop. The chilled festival theme shall carry on through the roof top party and pop up shop with the interior inspired by our target consumers favourite stores/ shopping locations, resulting with a combination of Urban Outfitters, Vintage shops with a touch of simplicity edge. Seating area on the rooftop will include picnic benches and bar stools accessorized with artificial plants and lighting to mimic a gig scene. Downstairs you will find a pop up shop introducing 2.5, the new his and hers 2 in 1 fragrance where you can engage with the brand through the photo-booth, hashtag goodie bag and the graffiti wall for everybody’s stories and thoughts on this new brand.
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Inspired by the love lock in Paris, France; a portable graffiti wall will travel to and from each pop up store around the UK where couples can mark their relationship and story onto; even though our consumers aren’t always with us, their stories will be part of our brand’s travels. The narrative of it all is that we connect with the ‘cool couples’ and create our own trend of stories as our pop up shop trademark.
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2.5 isn’t all about being a big name in the fragrance industry and having A-list celebrity endorsements but to have consumer endorsement in a way to promote our brand uniquely and independently in a successful way, through people they aspire to be. The guest list for our launch will include the ‘Two Halves’ couple Josh Beech and Shenae Grimes Beech which are both high profile celebrities however we feel they portray a realism in their relationship and blog together therefore are appropriate for the 2.5 launch party and also have played a big part in our inspiration. Then there will be artists, bloggers and other creative people who can represent the brand as well have an interest to the brand’s
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narrative such as ‘pagesbymegan’ Megan Ellaby, ‘stevebooker’ Steve Booker and Rose, blogger of ‘fashionrhapsody’ and more! These bloggers have been chosen out of the Company blogger awards nominations 2014; that have the right edge and lifestyle to enjoy the launch as well as represent our brand effectively. Many businesses nowadays refer to bloggers or their own blogs to market their brand across to their consumers as it is becoming a big, successful platform of promotion. Online marketing strategies are defeating traditional print advertising strategies which we are taking on board so independently we can develop brand exposure within our target consumer.
We are a socially driven brand; therefore relying on popular social networking sites such as Instagram and Twitter on brand exposure. Digital media advertising is the ideal way of promoting a new brand to the target market of 18-24 year olds, so from this, we have chosen to collaborate with the PR company ‘Wednesday’ because of their reputation of being creative, innovative and unique with most clients; which are the 3 keywords we stand by with our brand. Being based in London and New York – 2 of the fashion capitals, also having worked with Balenciaga, H&M, Bleach London and Calvin Klein gives us this opportunity to expose our brands from different aspects and outlooks of marketing.
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se it seemed like giving ideas away is like everything in life is timing. I feel that the ld is changing." reative Director of Lanvin (2010)
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Projects by Wednesday which caught our interest were Balenciaga L’essence and Lanvin H&M. The use of an Instagram connection with consumers, expressing their own essence through photographs to be in a chance to win to have their artwork framed and signed by Balenciaga Creative Director, Nicolas Ghesquière, along with the fragrance too. And the guessing game they played with the consumers with Lanvin H&M’s campaign with a multilayered digital strategy.
The future of 2.5 is all about keeping the consumers guessing and always involving them in everything we do. Our brand is about the narrative of it all, so everybody’s opinions and stories count into the development of 2.5. With the expertise of the Wednesday group, our ideas can become something more exclusive but with a playful aspect sticking with our brand values and staying real to our British background.
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Relating back to our inspiration; our brand ambassadors are the ‘Two Halves’ couple, Josh Beech and Shenae Grimes Beech – our decision to work with them is based on their ‘Two Halves’ blog and generally their overall lifestyle they live together and around their business. They have played a big role in our inspiration process with our first campaign editorial shoot and video so the couple is the perfect suit to our brand. The pair started their ‘Two Halves’ creative forum to express both their love for fashion and music together through photographs
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and original video content featuring their lifestyle, new upcoming bands and fashion style tips. They connect with their fans through social networking sites such as Instagram, Facebook, Twitter and Youtube, as well as their new app ‘the two halves channel’. They are the epitome of the modern ‘cool couple’. With Josh being a model/ musician originally from London and Shenae being an actress from the US; this will help us broaden our consumer base, hopefully developing an attraction from different backgrounds.
One of the challenges with having a niche product is giving it enough exposure but to the right target consumer. As a brand, we will need to be able to reach the customer by giving them the chance to identify themselves with us. Our digital marketing strategy is all about keeping the consumers guessing, updates will be happen leading up to the event like we did with our campaign, bringing them along with the story however without revealing too much.
‘Nowadays businesses are realizing more and more that blogging is not just a way to share thoughts, opinions and ideas, it’s a way to develop a community, grow a loyal fan base and build a brand’ (Patrick – fromdreamstolifestyle.com)
http://www.twopointfive.com
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‘Over 55 million photos are shared on Instagram to a very engaged community every single day.’ (socialmediaexaminer.com 2014)
2.5 are aiming to encourage our consumers to connect with the brand online with the main hashtags: ‘#twopointfive #breakingthestereotype’. These can be found on our print ad, and video which leads to our blog that plays as our website as well as our Instagram and Twitter page. From here, our consumers can connect to us through Instagram posts or tweets leading up to the event and during the event. It is important that 2.5 gets everybody involved with our social networking sites to create that beginning buzz at the event and have couples openly sharing their stories so we can engage them with our story, keeping that vital connection between a brand and their consumer.
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Before the launch of the official promo video, a small snippet of our 37 second video will be released on the Instagram page; as a teaser of the brand; again playing along that guessing game with our consumers. Our target market of 18-24 year olds are constantly online and sharing their moments and memories with the social world, therefore we feel this is appropriate as it will draw them into our story and when our product is officially launched, the feeling of being part of the brand
will be with them; just through social media, our journey will become theirs as well. ‘2.5’ is all about the consumer; people can be involved with our process in making our product and the final result then our product can afterwards be involved with their process in making a relationship or a story to be continued.
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During the event, our social media sites should be plainly consumer generated content; with the participation of couples sharing stories, and guests sharing the 2.5 launch event. However afterwards, we shall show the aftermath of the event consisting of the statistics and reveal the next pop up shop destination. Our consumers will always be connected with ‘2.5’ whether it is through our blog, Instagram or Twitter
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Our consumer’s journey and stories shared with us will help us develop our brand further throughout the next 12 months. Our brand is to cater for the ‘cool couples’ target market so therefore more unique and innovative projects coming soon. However, mustn’t forget the first-born product of ‘2.5’, we shall be carrying on our pop up shops around the UK to keep the buzz going and expand the brand exposure. Mini festivals all around, all year held by us and every time, a new chance to win something new. Even though this road trip will be based around our fragrance, something new will pop up to keep things exciting. We are a niche brand wanting to experiment with the UK our fresh and exciting ideas! ‘2.5’ has been introduced to you uniquely and out of the market box, keeping in your memory, hoping to create our own sector of the market with a range of consumers willing to try new things like us.
Furthermore, I feel with a gap in the market for a mid-market niche fragrance brand, ‘2.5’ will succeed due to the fact that we are not launching ourselves into the fragrance world with a stereotypical couple’s fragrance. Our innovative 2 in 1 fragrance idea is unique and unlike any his and her fragrances of today, which our target consumer will take an appeal to as it is something new and fresh in the fragrance market, also at an affordable price, we are placing ourselves in our own space within the industry. Although this may be a love or hate product; the potential we have worked to create around this product will attract and appeal to whom we would like, building up our brand exposure as a niche brand.
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Having to live in a modern world where everything is shared inside the digital bubble; ‘2.5’ won’t be forgetting the importance of sharing our brand’s journey back with the consumers so with that said, our blog, Instagram and Twitter will be updated weekly. However, as we are all about the guessing game strategy when it comes to launching, nothing too much will be revealed about new projects and ideas. Lastly, connecting with our consumers closely will create brand coverage, whether it is good or bad, our brand exposure will just keep on growing. Being such a unique brand, the communication strategy plan will attract and retain press leverage around ‘2.5’. The idealness of the brand is that our launch and promotional strategies are appropriate towards the individuality of our niche brand and first-born product.
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BOOKS - Mark Tungate (2008). Fashion Brands: Branding Style from Armani to Zara. London: Kogan Page. 157-160. - Harriet Posner (2011). Marketing Fashion. London : Laurence King. Pages 34, 97, 105, 186. WEBSITES - Peter Vanden Bos. (2011). How to Plan a Product-Launch Event.Available: http://www.inc.com/guides/2010/06/planning-a-product-launch-event.html. Last accessed 20th May 2014. - Emily Gosling. (2011). Review of Shoreditch’s Boxpark mall. Available: http://www.designweek.co.uk/home/blog/review-of-shoreditchs-boxparkmall/3032407.article. Last accessed 20th May 2014. - Jason Abbruzzese. (2014). Instagram is a Marketer’s Best Friend - For now. Available: http://mashable.com/2014/04/29/instagram-marketers-friend/. Last accessed 21st May 2014 - Ian Cleary. (2014). 5 Instagram Tools to better manage your marketing. Available: http://www.socialmediaexaminer.com/tag/instagram/. Last accessed 21st May 2014. - Patrick. (2012). How Blogging has affected Business and Marketing and why it’s essential. Available: http://www.fromdreamstolifestyle.com/howblogging-has-affected-business-and-marketing/. Last accessed 22nd May 2014. - Unknown. (2011). 9 steps to effective strategic communication planning See more at: https://www.melcrum.com/research/strategy-planning-tactics/9steps-effective-strategic-planning. Available: https://www.melcrum.com/ research/strategy-planning-tactics/9-steps-effective-strategic-planning. Last accessed 20th May 2014 - Megan Ellaby. (blogger). pagesbymegan. Available: http://www.pagesbymegan. com/. Last accessed 26th May 2014. - Steve Booker. (blogger). stevebooker. Available: http://www.stevebooker. co.uk/. Last accessed 26th May 2014. - Rose. (blogger). fashionrhapsody. Available: http://www.fashionrhapsody. com/. Last accessed 26th May 2014
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Fig.1 – 2.5 photography.
campaign
photo-shoot
(2014).
Own
Fig.2 Two Halves - Lost in LA Editorial [ONLINE]. Elias Tahan, (2013) Available at: http://twohalvesblog.com/2013/11/14/two-halveseditorial-lost-in-lala-2/twohalves-lostinlalaeliastahan-5/ [Accessed 29 May 14] Fig.3 - Vintage Clip Art - British Flag [ONLINE]. Karen Watson, (2010) Available at: http:// thegraphicsfairy.com/vintage-clip-art-britishflag/ [Accessed 27 May 14] Fig.4 - 2.5 final campaign editorial (2014). Own photography. Fig.5 - Two Halves - Lost in LA [ONLINE]. Elias Tahan, (2013) Available at: http://www.eliastahan. com/Lost-in-LA-Two-Halves [Accessed 29 May 14] Fig.6 - Dazed & Confused January 2009 Cover [ONLINE]. Hedi Slimane, (2009) Available at: https://models. com/client/dazed-confused-magazine/Magazine%20 Cover/7 [Accessed 27 May 14] Fig.7 - Dazed & Confused The Hedonist Issue [ONLINE]. Unknown photographer. Available at: http://www.pinterest.com/pin/575123814887252226/ [Accessed 27 May 14] Fig.8 - Bullett Volume VIII - The Romance Issue [ONLINE]. Tim Barber, (2012) Available at: https:// models.com/client/dazed-confused-magazine/ Magazine%20Cover/7 [Accessed 27 May 14] Fig.9 - Pop Fall 2008 Cover [ONLINE]. Sebastian Faena, (2008) Available at: http://www.trendhunter. com/trends/namoi-agyness-pop-fall-2008-issue [Accessed 27 May 14] Fig.10 - Nottingham Canal: Lenton Lane Bridge [ONLINE]. John Sutton, (2011) Available at: http:// www.geograph.org.uk/photo/2401613 [Accessed 14 May 14] Fig.11 - Boxpark Roof Top [ONLINE]. Unknown Photographer, (2013) Available at: http://www. standard.co.uk/goingout/attractions/chillax-howto-cool-down-in-heatwave-london-8710410.html [Accessed 26 May 14]
Fig.12 - Boxpark Shoreditch [ONLINE]. Unknown Photographer, (2013) Available at: http:// shippingcontainerprojects.com/boxpark-shoreditch/ [Accessed 26 May 14] 23
Fig.13 - As Elephants Are photograph [ONLINE]. Unknown Photographer, (2014) Available at: http:// blog.raddlounge.com/?p=21571 [Accessed 25 May 2014] Fig.14 - Josh Beech and The Johns [ONLINE]. Unknown Photographer, (2013) Available at: http:// idolmag.co.uk/music-review/josh-beech-johns-lights [Accessed 26 May 14] Fig.15 -Amber Run [ONLINE]. Jack Margerison, (2013) Available at: http://turksandunderdog. com/2014/04/18/indierock/ [Accessed 26 May 14] Fig.16 - Street style (2014). Own photography. Fig.17 - Photo-booth [ONLINE]. Tyson Benton, (2013) Available at: http://www.thephotoemporium.com/ photobooths/airstream/ [Accessed 28 May 14] Fig.18 Tea and Toast Van [ONLINE]. Vaughan G, (2011) Available at: https://www.flickr.com/ photos/64058203@N05/6077557167/ [Accessed 28 May 14] Fig.19 Festival Catering Photographs [ONLINE]. Unknown Photographer, (2012) Available at: http:// www.kkcatering.co.uk/units/ [Accessed 28 May 14] Fig.20 - MELISSA AFONSO BLOG TAKE OVER – EAST LONDON SHOPPING [ONLINE]. Melissa Afonso, (2013) Available at: http://www.fashion156.com/daily-blog/melissaafonso-blog-take-over-london-the-finds/ [Accessed 28 May 14] Fig.21 - Paris Love Bridge [ONLINE]. Lauren Hise, (2013) Available at: http://laurenhise.com/ portfolio/paris-love-bridge/ [Accessed 27 May 14]. Fig.22 - Wednesday PR Agency logo [ONLINE]. Available at: http://wednesdayagency.com/news/saturdaylondon-to-merge-with-wednesday-agency/wednesdaylogo/ [Accessed 28 May 14] Fig.23 - 2.5 Final Campaign photograph (2014). Own photography. Fig.24 - Two Halves Lost in LA [ONLINE]. Elias Tahan, (2013) Available at: http://twohalvesblog. com/2013/11/14/two-halves-editorial-lost-inlala-2/twohalves-lostinlala-eliastahan-3/ [Accessed 29 May 14] Fig.25 - Two Halves [ONLINE]. Unknown Photographer, (2013) Available at: http://twohalvesblog. com/2013/08/12/99/ [Accessed 29 May 14] Fig.26 - Screenshot of 2.5 blog [ONLINE]. (2014) [Accessed 30 May 14] Fig.27 - Screen shots of 2.5 campaign video. (2014) [Accessed 30 May 14]
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Street Style Questionnaire 1. Do you know what fragrance each other wears? 2. What fragrance do you wear? 3. Who buys perfume/more likely to purchase it? 4. Where do you buy your perfume? 5. Would you be happy to let your partner buy your perfume? 6. Would you ever wear his and hers fragrance? 7. What about if they came together? (2.5)
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