Saint & Angel Strategic and Promotional Document by Phoebe Trakkas by Northumbria University

‘as naked as nature’ STRATEGIC AND PROMOTIONAL DOCUMENT

CONTENTS Chapter 1 Executive Summary - Saint & Angel - Brand Mission - Objectives - ‘as naked as nature’ campaign

Chapter 2 Research and Analysis - The impact of fast fashion - Online Audit - SWOT analysis S&A - Collaboration Analysis 1 - Skin & Tonic SWOT analysis - Collaboration Analysis 2 - Ninety Percent SWOT Analysis - Competitor Analysis - Situation Analysis - PESO Analysis S&A - PESO Analysis Skin & Tonic - PESO Analysis Ninety Percent - PESTEL Analysis - 7 P’s of Marketing - Marketing Positioning

Chapter 3 Target Audience - Audience Demographic - Consumer Profile - The Instagram Influencer - Influencer Spreadsheet

Chapter 4 Strategy - ‘as naked as nature’ campaign

Chapter 5 Tactics - AIDA to influencer - AIDA to consumer - Pitch Collaboration - Influencer Profiles - PR Invitations - Influencer Agreement Document - VIP Sleepover Event - Teaser Video - Social Media - S&A Leaflet - Giveaway - Social Schedule - Website - Measuring Success

Chapter 6 Timeline - Pre-Launch - Post-Launch

Chapter 7 Costs - Budget Documents

Chapter 8 References

01 Executive Summary

Welcome to

We are an ec0-transparent start-up lingerie brand for 18-25 year old females delivering ‘sexy comfort’ sets to make young women feel invincible in their own skin. The demand for eco-friendly and transparent brands from Generation Z has skyrocketed in recent years which is why Saint & Angel has been born in the year 2021. Saint & Angel is launching with a campaign called ‘as naked as nature’. The campaign will highlight the brand’s ec0transparency purpose and the concept of ‘sexy comfort’. The campaign involves a suspenseful 40 second promotional video as advertisement and an exclusive VIP event.

BRAND MISSION

ECO-TRANSPARENCY. S&A’s forefront purpose is to produce ecofriendly products with a strong, clear and healthy relationship between the brand, its workers and their consumer. This is S&A’s priority for a healthier planet.

SEXY COMFORT. Comfort is king. S&A is to create underwear that feels like you’re not even wearing it. This has been represented through the launch slogan ‘as naked as nature’. It also represents how sustainable each handmade lingerie set is - almost as sustainable as being naked.

STORYTELLING. Relating a story that reveals S&A as ecotransparent, sexycomfort and body positive. The campaign for the brand will come with a compelling story that grabs the reader in at first glance. Our campaign ‘as naked as nature’ will be at the forefront of the launch.

OBJECTIVES

BRAND OBJECTIVES PR Objectives: • Spark conversation around the brand’s ethos through impulsive storytelling • Change consumer and brand mindsets to a much more eco-transparent light. The brand will be strong enough to break the habits of fast fashion purchases through professionalism and experience • Increase maximum engagement on the social media platform, Instagram by creating the highest level of activity and content creation Business Objectives: • S&A will generate a sales turnover of £21,600 by the end of the financial year, April 2022 • S&A to increase brand awareness by 50% on Instagram to 18-25 year old females by the end of the financial year (2nd April 2022) • S&A to generate a gross profit of £192,000 within the next 5 years of operating

CAMPAIGN OBJECTIVES PR Objectives: • The campaign will encourage conversation between influencers and consumers about becoming a more sustainable industry by the end of the financial year • The campaign will raise awareness to 18-25 year old females in order for the business to be successful within the next 6 months of launching • S&A will launch the campaign in the most eco-transparent and natural light a company has ever seen through the slogan ‘as naked as nature’ Business Objectives: • The campaign will increase market share within the next 6 months, measured by website interaction • The campaign will guide S&A to develop an eco-transparent business model to create, deliver, and capture values for all its stakeholders

‘as naked as nature’ The campaign slogan ‘as naked as nature’ is to highlight how Saint & Angel carefully handmake lingerie sets to be almost as sustainable as being naked. To launch the eco-transparent brand Saint & Angel, the ‘as naked as nature’ campaign will be fired into the world of social media and influencer marketing. The campaign involves a Covid-19 inspired virtual sleepover event collaborating with two carefully chosen organic fashion and skincare brands. The campaign will bring three organic, body confident and positive influencers; Natalie Glaze, Kayla Bradshaw and Lucy Appleton to kick start the launch of the brand. To promote Saint & Angel’s ‘sexy comfort’ lingerie sets, the influencers’ will wear the sets during the sleepover event whilst promoting the brands ethos. In addition to the event, as naked as nature will be launched through a 40 second promotional teaser video which will be seen on Instagram stories and Saint & Angel’s website to attract its new, unique audience. The campaign event is an exciting way to complete a promotional strategy, which will increase traffic to the start-up brand. Especially with three driven influencers inspired by sustainable fashion, women empowerment and clothes made to last.

89%

of online consumers would accept and pay a higher price for sustainable clothing 345 PARTICIPANTS S&A SURVEY

02 Research and Analysis

Environmental Impact of Fast Fashion

C02 Emissions

Water Use

millions of metric tons

billions of cubic meters

Waste Creation millions of tons

2791 +63%

1715

118 79

+50%

148

+62%

2015

2030

2015

2030

2015

2030 GLOBAL FASHION AGENDA

ONLINE AUDIT INSTAGRAM Target reach post-launch event: 700-1k followers PLATFORM AND CONTENT MEDIUM The social media platform, Instagram, will be the main promotional tool to product promote and connect with the consumer for Saint & Angel to build brand loyalty and awareness. CALL TO ACTION AND TARGET AUDIENCE The purpose is to create an immersive storytelling experience to the brand’s new consumer of 18-25 year old young professional females to drive traffic to the website and increase sales. ENGAGEMENT S&A will be highly motivated to use Instagram tactics to produce very high engagement rates and audience interaction. LARGER CAMPAIGN PURPOSE S&A’s Instagram platform is part of a larger campaign ‘as naked as nature’ which will be at the forefront of the brand’s launch within the first few weeks.

SWOT ANALYSIS

STRENGTHS • Ability to create a unique product that relates to the consumer • Ability to create ecotransparent fashion habits through brand loyalty • Launching as a start-up on the most successful promotional platform, Instagram • Creating an experience through a campaign, not just a product

WEAKNESSES

• Struggle to engage new consumers as doesn’t have an established brand name yet • Profit: start-up, less money than more established brands who can bulk buy and create more products • Harder target market to interest – Gen Z can lose interest in a brand faster than those older

OPPORTUNITY

• Less money: more consideration in making the products handmade • Chance to gain a fresh new audience to the brand: blank slate to gain brand establishment • Instagram: opens many opportunities in influencer and brand collaborations and consumer interaction

THREATS

• Risk of competition with other start-up brands and brands with similar aims and ethos • Online audit: competition of brands promoting on Instagram • More established and cheaper brands may be more of interest than pricier/sustainable products

COLLABORATION ANALYSIS 1

• • • • • • • • • • •

FOUNDED- 2015, with a starting investment of £1000 LOCATION- Unit J, 9C, Queen's Yard, White Post Ln, Hackney Wick, London E9 5EN INDUSTRY- Cosmetics SIZE- 12 staff (and growing) PRICEPOINT- Mid range, £5-£65 CONSUMER- 20-30 year old professionals SOCIAL FOLLOWING/AVERAGE LIKES- 21.4K and 100 average likes MISSION- Promote sustainable skincare, calm you skin and your mind PUBLIC VIEW- Energising, calm, natural SOURCE FROM- British and French farms and suppliers. CERTIFIED- Organic and natural by COSMOS.

SWOT ANALYSIS

x STRENGTHS • Freebie sustainable skincare products: influencers love skincare which will entice them more to participate • More engagement to S&A from Skin & Tonic’s followers • Organic and sustainable brand - matches S&A ethos and view S&A in the same light

WEAKNESSES

• Different ethos: viewers could get mixed up with both brands with different purposes • Low engagement rate: S&A may not get the full engagement to their brand due to Skin & Tonics following

OPPORTUNITY • Rise in following and engagement to S&A from the brand’s following • S&A seen in sustainable fashion and ethical consideration due to Skin & Tonic organic product promotion • Influencers drive traffic to both brands: boost Skin & Tonic’s engagement rate

THREATS

• Freebie sustainable skincare products: influencers more interested in their products than S&A’s products • May promote the brand more: more interest in Skin & tonic than S&A due to higher following and engagement rate

COLLABORATION ANALYSIS 2

• • • • • • • • • • •

SWOT ANALYSIS

x STRENGTHS

• Third party collaboration: interest influencers to more likely to take part • Ninety Percent #sleepbetter campaign fits event and will ultimately promote S&A as a comfort focused brand. • The brand seen in a sustainable light: this will generate the right following to S&A

WEAKNESSES

• Low engagement rate: S&A may not get full engagement from their following • Instagram looks less like S&A aesthetic and target audience: although it is aimed at 18-25 year olds, viewers may be uninterested in the collaboration.

OPPORTUNITY • S&A can use Ninety Percent to shine its sustainable light to new consumers • Creates a relationship with the brand for future giveaways or collaborations: important due to their high brand transparency and sustainability. • Boost Ninety Percent’s engagement rate to their platform

THREATS

• Risk of competition after collaboration • Lack of interest: collaboration with a start-up brand with much less following • Viewers may be more interested in Ninety Percent: already have an established campaign as oppose to S&A’s new campaign

74%

of companies say partnerships and marketing campaigns are very high priority for their businesses NICHOLS

COMPETITOR ANALYSIS

BEIJA LONDON Instagram Followers - 27.6K. Influencers - Taken its PR and influencing in-house. Mainly uses own models to promote the brand on social media. Key Campaign - #mybeija, a campaign shared by many in Beija lingerie promoting women empowerment. - ‘27 sizes’ campaign video promoting women of all sizes and ethnicities. Known for - Ethical and diverse underwire bra brand and swimwear. Partnership - Micro-brand collaboration such as ‘scrunchlondon’ and ‘palefoxprosecco’. Mainly uses other brands with different products. Public Aesthetic - Colourful, bright, supportive.

FIKA LABEL Local Competitor Instagram Followers- 1.3K. Known for - Creating women’s luxury, handmade apparel. Similar set up as S&A as a start-up, female focused tailored to 18-25 year olds and sustainability led. Influencers- No influencers as of yet. Mainly friends promoting the local products. Key Campaign- No key campaigns yet. Public View- Luxury, clean, delicate

SITUATION ANALYSIS

BEIJA LONDON SWOT MACRO

STRENGTHS • Already a strong social presence - 27.6K following • Website up by +14.31% unique visitors in March 2021 • Strong 5-star review list featured on website and being known for comfort: S&A also wants to be known for comfort

WEAKNESSES • Low engagement rate with their consumer: little to no Instagram comments or interaction • No influencer/ event collaborations: low brand awareness/ relationships built

OPPORTUNITY • Potential collaboration with a high established brand with a similar ethos: will drive increased traffic to S&A without affecting the brand’s ethos • Most traffic to the brand is UK based: potential collaboration will drive the right target market in the right location to S&A

THREATS • People may choose to shop at Beija due with the same ethos and more establishment: i.e., comfort and sustainability with a strong social and offline presence • Beija London search: ‘making underwear like no one else with a unique sizing system’: increased competition to S&A

FIKA LABEL SWOT MICRO

STRENGTHS • A start-up with an already high engagement rate with target consumers • Sustainability promise: already becoming an established brand associated with sustainability and ‘comfort’ loungewear products • Website search: ‘sustainable loungewear in the UK’ first comes up when typing in the brand name

WEAKNESSES • No influencer collaborations: hasn’t gained brand awareness from the wider audience or influencer connections therefore only known by local customers • Low engagement rate: very little to no comments on Instagram although a start-up • A local business: won’t get as much exposure than bigger brands that serve internationally

OPPORTUNITY • Inspiration to S&A due to a local business with similar ethos: easy comparative to see what my brand can do better or different • Start-up giveaway collaboration with same target market: consumers that S&A want to attract will be aware of the brand therefore no risk of a different target market

THREATS • Newcastle based startup with a small social presence: consumers in similar location may be subject to opinions on S&A mistakenly copying FIKA • Website known for sustainability clothing in UK: competition to drive traffic and sales to own brand as oppose to FIKA

KNICKEY Instagram Followers- 24.1K. Influencers- No influencer marketing scheme. Key Campaign- No key campaigns. Known for - Making lingerie that’s good for you and the planet using recycled, GOTS certified organic cotton. Whilst operating a ‘undie recycling program’. Partnership - NYC non-profit to safely recycle your intimates and divert them from the landfill. However, only offer this service in the US. Public View- Clean, healthy, graceful.

S&A PESO ANALYSIS

PAID Media Integration and Paid Media S&A will invest highly in giveaways, paid influencer partnerships and advertorials. Launching on Instagram before integrating to the video sharing platform Tik Tok. Key influencers: • Natalie Glaze • Lucy Appleton • Kayla Bradshaw Influencers supporting sustainability, transparency and body positivity.

EARNED Publicity • Media relations • Community relations/events • Influencer relations • Speaking communications • S&A will engage in as many events centred around ecofriendly, transparency and body positivity. Many events to gain recognition, brand loyalty with influencers and other brands to increase relationships. • Media relations - priority to gain more coverage in mainstream media engaging in new audiences.

SHARED Social media • Instagram • Influencer agreement Launch on Instagram Main aim to drive traffic to the platform, using influencers and brands. Use as the main source of brand awareness. Influencer engagement Influencer Engagement Build and maintain regular and consistent relationships with suitable influencers. Need carefully chosen ambassadors to carry the brand.

OWNED Content • Internal Communications • Website • Hosted events • Employees/customers stories • ‘as naked as nature’ storytelling campaign videos and teasers • UK website to reach all areas of the UK • Do not currently have any owned media until the launch of brand

SKIN & TONIC PESO ANALYSIS

PAID Media Integration and Paid Media Invests highly in collaborations with other brands including freebie skincare products to be promoted on other brands platforms. Key influencers: • Laura @bambidoesbeauty Influencers supporting organic products and small business collaborations to create a close unit community

EARNED Publicity • Many influencers promote on Instagram stories, mainly female promoting the organic element of S&T’s ethos • Mainly use Instagram as a source of promotion • High promotion from YouTubers on YouTube, the brand should look to investing its time onto this platform to gain a wider audience

SHARED Social media • Instagram - 21.1000 followers • Facebook - 11,006 followers • LinkedIn - 381 • YouTube - 0 • Pinterest - 0 • Twitter - 0 Skin & Tonic should share more promotion on YouTube and Twitter. Great platforms to create brand awareness and giveaways Influencer Engagement Use ‘as naked as nature’ event to encourage more brand and influencer collaborations

OWNED Content • Internal Communications • Website • Hosted events • Employees/customers stories • Products international instore situated in Paris. Reaching a different culture audience • Only UK website, S&T need to reach all nationalities including France due to a shop owned there • Website promotes certified organic and cruelty free products • Need updated events, most events in 2018

NINETY PERCENT PESO ANALYSIS

PAID Media Integration and Paid Media Ninety Percent invests more in sustainability. Mainly invests in influencers posting their items as an Instagram post rather than own photography. Key influencers: • Sophie Maduenyi - UK • Zeena Shah - UK • Gabriella Zacche - US The brand could do with more influencer collaborations by looking at the sparsity on Instagram ‘highlights’ section. Virtual event will help the brand to gain more advocates for their brand.

EARNED Publicity • Ninety Percent has received high coverage in the press for its organic clothing and charity work • Charity work - 90% of profits go to charitable causes and worked who make the collecitions happen • Transparency promise locked in • Mainly use sustainable influencers, making the world of fashion ‘a better place’

SHARED Social media • Instagram - 19,000 followers • Facebook - 2,401 followers • LinkedIn - 387 • YouTube - 0 • Pinterest - 179,4000 monthly • Twitter - 0 Ninety Percent have a strong Pinterest account that can work to thei advantage. Pinterest has seen a rise of 18-25 year olds wanting to find inspiration Influencer Engagement Use ‘as naked as nature’ event to encourage more brand and influencer collaborations

OWNED Content • Internal Communications • Website • Hosted events • Employees/customers stories • No events hosted collaborating with S&A and S&T will boost their owned events • Has a website to reach all nationalities • Blog content up to date and tailored to target market i.e. #sleepbetter which will fit perfectly with ‘as naked as nature’ collaboration

91%

of consumers prefer brands being more transparent and personal to them 345 PARTICIPANTS S&A SURVEY

PESTEL ANALYSIS

Political The government has the ability to encourage companies to buy fabrics locally, especially in light of Brexit, causing an increase in cost for manufactured goods within the EU to enter the UK (Frue, 2018). MPs want the government to invest in more research and development to create more sustainable fabrics that have a lower environmental and social impact, and boost UK textile recycling facilities (Smithers, 2020). The government is being urged by MPs to take urgent steps to fix throwaway fast fashion by supporting the development of fabrics with a lower environmental impact and boosting clothing recycling facilities after Covid-19 exposed the fashions fault lines (Smithers, 2020).

Economic Due to the Covid-19 pandemic, there has been a number of retailers close, production has ceased and demand has plummeted. Already criticised for their unsustainable approaches, fast fashion online retailers have now been accused of using sales as a tactic to lure in more customers during lockdown (openaccessgovernment, 2020). Clothing manufacturing is expensive in the UK. Therefore, many retail giants produce their fashion items in countries e.g. Bangladesh, India, Sri Lanka, Turkey, and China (M Rahman, 2020). Over half of consumers will tell their friends or family about their favourite products ‘at least once a week’, consumers have been found to trust word of mouth the most, more than advertising. However, over half of women made purchases due to influencer posts, with Facebook and Instagram being the preferred platforms (An, 2020).

Social 73% of those aged between 18 and 24 and 68% aged between 25 and 34 year old are disclosing that they believe influencers can be held somewhat accountable for the rise in disposable fashion (Skeldon, 2019). Adverts on social media have grown more influential as 13% of people say they have an impact on their fashionbuying decisions, compared to 7% five years ago. Important to carefully chose the sustainable influencers you use for own brand (Skeldon, 2019). Around 90% of Millennials state that they would make a purchase based on the content generated by an influencer (fashiongonerogue, 2021). Consumers tend to listen to those in their inner circle more than celebrity influencers, because this relationship creates more trust and closeness. As a result, the same report notes that 91% of users trust other users and their opinions on social media (heuritech, 2021). Businesses now face growing pressure to ensure their supply chains pay fair wages to their workers and are environmentally friendly. Companies are coming forward and are stepping up to support the cause. Google searches for the term “sustainable fashion brands” increased by 25 percent from 2017 to 2018. (themakeofyou, 2021).

Technological Technologies are changing the way people shop. Through social media apps, retail shops and augmented realities. Brands are adapting to changes in order to get their products in front of their customer. Creating a new and different experience can set a retailer apart from the rest in an over catered fashion world (Perino, 2021). Another aspect fashion brands are improving, is speed and transparency. Due to advancement in technology, one day delivery times are evidence of the moves towards faster service for the consumer (Perino, 2021). Technology has allowed people to online shop. The impact of Covid-19 has increased traffic to online shopping due to closure of shops (Frue, 2018). This will benefit S&A being an online brand, heavily promoting on Instagram. However, competition is extremely fierce in the online segment of the UK fashion industry (M Rahman, 2021).

Legal To stay legal, brands have to follow tax restrictions, export restrictions, and inflation costs. They must also maintain workers’ rights. It’s known many fashion retailers have Asian workers sew their clothing for cheap, but many consumers are boycotting these brands (Frue, 20218). By a brand making their interpretation of “sustainable” part of its marketing message, a brand’s transparency will tick all the boxes set out by the ASA (Isabella Knows, 2021). ASA Guidelines have changed making ‘AD clarification’ most important on gifted and sponsored content online requiring influencers to declare clearly to their following if they have been endorsed by a brand in any way. However, the influencer is trusted by their following a sponsored post does not seem to impact engagement (ASA, 2021).

Environmental More than half of consumers (57%) say they are willing to change their purchasing behaviour to help reduce negative environmental impact (Catherine Clifford, 2021). Sustainability has taken on new meaning for companies since the onset of Covid-19. As a result, consumers now demand that brands be more transparent and environmentally conscious in the creation and delivery of their goods (Catherine Clifford, 2021). The fashion industry is one of the largest polluting in the world, if the growth of the fashion industry continues along its current trajectory, by 2050, it could account for around a quarter of the world’s total carbon emissions. However, some brands have recently announced that they are aiming to become 100% ‘circular’ by 2030 (Gitika Bhardwaj, 2018).

97%

of consumers would like more emerging brands to consider sustainability and reduce fast fashion 345 PARTICIPANTS S&A SURVEY

7 P’S of MARKETING

p p

RODUCT

RICE

LACE

• Exclusive lingerie set collection consisting of sexy comfortable and sustainable ribbed material • One style to launch until producing and promoting different styles • All sets top and bottom are front labelled with the brand’s logo to be visible to create brand name establishment

• Saint & Angel to be a mid-range brand, although quite luxury price points due to the exclusivity and only organic materials, fit for the target market willing to pay this price for a ‘treat’ • First set to launch will be at a price of £45 for the set • The launch of the website will offer sign ups 10% off their set

• UK based, more established will look to move to more towards Europe • Mainly situated online, heavy online presence on social media platform Instagram • Virtual sleepover VIP event in influencers own homes and promotional strategy seen on Instagram

p p p p

ROMOTION

EOPLE

ROCESS

HYSICAL

• S&A to work with a network of influencers for every event and promotion of products • Social media strategy until establishment and take the brand offline • PR packages and VIP event for the launch including sneak peaks/ promotional 30 second video and a competition

• Three key influencers to launch the brand and create a positive and sustainable brand presence • Ethically minded workers of the brand - 4 girls keeping brand’s ethos in every process behind the scenes • A key consumer 18-25 year old females, social media active • Key consumer will want to invest in the brand due to the eco-transparent, sexy comfort and storytelling element of the brand to products

• Relay on organic fabric companies to provide S&A with long lasting, supportive material • Available to look at products on the website and Instagram • Opt in to sign up and be part of the ‘as naked as nature’ family • Free returns on product if unsatisfied

• • • •

All digital presence ‘as naked as nature’ event to be digital due to Covid-19 Venture out to physical pop-up stores/events in the near future Need to reassure the consumers on the brands eco-transparency promise

65%

of consumers prefer comfort over appearance in their underwear 100 FEMALES S&A SURVEY

MARKETING POSITIONING

HIGH QUALITY

LOW PRICE

HIGH PRICE

LOW QUALITY

70%

of consumers have had to change underwear due to insecurities 100 FEMALES S&A SURVEY

03 Target Audience

AUDIENCE DEMOGRAPHIC

The new generation of connected consumers expects sustainable action, not just words.

97% of Gen Z would like more emerging brands to consider sustainability and reduce fast fashion.

GEN Z CONSUMER

Gen Z consumers are demanding honesty and authenticity and that brands do right by society. Showing respect for people and the planet.

Gen Z want constant conversation about their values on social media. The brands that are growing are showing consumers through social media why sustainability creates better products and ways of working.

90%

of consumers would rather wear underwear that doesn’t feel like they’re wearing it 100 FEMALES S&A SURVEY

CONSUMER PROFILE

ELLIE MORGAN

• AGE- 21 • GENDER- Female • OCCUPATION- Digital PR Executive • INCOME- £15,000 • LOCATION- Newcastle, UK • LIFESTYLE- Highly engaged on social media and owns a food diary on Instagram - A strong community of friends - Active - loves spending money on good quality gym wear for the gym - Loves to travel but also loves to relax in the comfort of her own home • VALUES- Self-care and happiness • BRAND PREFERENCES- Calvin Klein, Zara, small businesses such as FIKA sustainability • PURCHASING MOTIVATION- Most likely to purchase something an influencer on Instagram is wearing and promoting • ATTITUDES TOWARDS FASHION- Shops slow fashion and small brands but also doesn’t mind spending money on fast fashion brands on occasions i.e. a night out until she resells on Depop • KEY INFLUENCES- Heavily on social media and fellow friends

THE INSTAGRAM INFLUENCER

Influencers generate sales. More influencer campaigns today are aimed at driving tangible sales.

Instagram posts are the most used format of influencer marketing. 78% of marketers chose Instagram posts as the #1 choice.

Instagram ranks #1 for the most important and impactful channel. Instagram has become the most important influencer marketing tool.

Instagram stories are the second most used format, followed by YouTube and Instagram videos. Instagram Stories rank as the second most popular content format for influencer marketing, after Instagram posts.

INFLUENCER SPREADSHEET

Potential influencers to invite to the ‘as naked as nature’ VIP sleepover event. Picked out by: - Promoting the slow fashion movement - Promoting body positivity

04 Strategy

‘as naked as nature’ The overall aim of the campaign is to inspire other start-up and small businesses that the key to success is through creating impactful campaigns to increase brand awareness and brand interest. By initiating this inspiration, Saint & Angel will succeed as a brand and feature at the forefront of positive change in the fashion industry.

BUILD LONG LASTING RELATIONSHIPS WITH CONSUMER AND ADVOCATES The campaign will achieve lasting relationships by tailoring the brand’s promotional tool to the target audience and to influencers the brand wants to target. A nature-focused campaign that involves an exclusive VIP event and ethical, suspenseful storytelling is a valuable way of allowing potential advocates to conceive a thoughtful association with the brand, ultimately increasing brand loyalty and awareness.

BUILDING RECOGNITION TO THE MEDIA The campaign once developed its interest from the event, will allow the media to discover the brand and push the campaign and brand even further to wider audiences. Granting the campaign to push media awareness and the brand to feature in future coverage, thus creating further recognition of the ethical campaign from other influencers and consumers.

RECOGNITION AS AN ETHICALLY CONSIDERATE BRAND The campaign as a launch tactic will put Saint & Angel at the forefront of an eco-transparent light. The theme of nature will catch the target audiences’ eyes at a first glance, allowing them to associate the brand’s campaign with a positive impact before understanding the brand.

05 Tactics

AIDA to INFLUENCER

TTENTION

NTEREST

D ESIRE

CTION

The attention of the influencers will be gained through PR invitation VIP boxes filled with Saint & Angel, Skin & Tonic and Ninety Percent freebies and incentives for the virtual sleepover. The ‘as naked as nature’ campaign theme will grab the influencers’ attention due to the campaign having similar beliefs and values to the influencers when considering nature and sustainability.

Once the influencers’ have received their VIP invitation boxes, the three-brand collaboration will interest the influencer to take part due to the likelihood exposure from each of the brand’s consumers. The location of the event will more likely interest the influencer due to it being in the comfort of their own homes and not having to travel.

The ‘as naked as nature’ campaign will build up desire to attend the event and enjoy a night of skincare routines, new ‘sexy comfort’ lingerie and Ninety Percent’s cosy nightgown. It will be a chance to meet and connect with other influencers’ similar to their own and learn more about organic production.

During the event, whilst the influencer is enjoying learning about new products and brands, they will be promoting the ‘as naked as nature’ VIP virtual themed night on their Instagram stories, attracting the key target audience to each brand and ultimately, Saint & Angel to gain start-up brand awareness.

AIDA to CONSUMER

TTENTION

The attention of the target audience will be gained through the ‘as naked as nature’ teaser Instagram stories and posts, the 40 second promotional video and website banners. The main attraction will be through the influencers’ promoting the brand and campaign on their Instagram platforms.

Once the brand has teased the small consumer base and the campaign event has been announced through the brand and influencers’, consumers’ will be ready and waiting to see the full ‘sexy comfort’ lingerie set on the influencers’ stories at the sleepover event.

NTEREST

D ESIRE

CTION

The influencers and campaign will build the desire to watch out for the event and see the promotion broadcasted on influencers stories. Additionally, the suspenseful storytelling promotional video showing sneak peaks of the set, will create desire from consumers to be revealed the exclusive set.

Once the set has been revealed and the VIP event has taken place, the set is now available to purchase. The key target audience will visit the website, purchase the set and keep looking out for more styles of the brand’s lingerie including special events, promotional tactics on Saint & Angel’s platform and maintain high engagement with the brand.

PITCH COLLABORATIONS

SKIN & TONIC Hi Sarah and team, We are Saint & Angel. An unreleased luxury lingerie brand focused on storytelling, ecotransparency and sexy comfort with our slogan ‘as naked as nature’. We have been following your organic skincare brand and its inspiring journey for some time and absolutely love the calming energy your brand gives to us and would love to collaborate with you for a sustainable sleepover VIP event. We are looking to launch our brand this Spring 2021 with a three-way collaboration with sustainable womenswear brand Ninety Percent, Skin & Tonic and ourselves. To provide three carefully chosen body positive and sustainable influencers with a PR box invitation including some of your amazing skincare products for the influencers to use during the event and on promotional videos. Please find below the three influencers handles and their audience rates. @natalieglaze – 33.8K followers @lucyappleton21 – 14.4K followers @sustainablesistaa – 2k followers They each will be provided with deliverables of what to post on their Instagram which will benefit all three brands combined. We would love to discuss this exciting opportunity with you soon! Best wishes, Saint & Angel

NINETY PERCENT Hi Nabil and team, We are Saint & Angel. An unreleased luxury lingerie brand focused on storytelling, ecotransparency and sexy comfort with our slogan ‘as naked as nature’. We have known your brand for some time as one of the most impressive fashion boutiques in the industry, showing that transparency and sustainability are possible in the world of fashion and would love to collaborate with you for a sustainable sleepover VIP event. We are looking to launch our brand this Spring 2021 with a three-way collaboration with Ninety Percent, organic skincare brand Skin & Tonic and ourselves. To provide three carefully chosen body positive and sustainable influencers with a PR box invitation including one of your luxury nightwear items for the influencers to wear in promotional videos. Please find below the three influencers handles and their audience rates. @natalieglaze – 33.8K followers @lucyappleton21 – 14.4K followers @sustainablesistaa – 2k followers They each will be provided with deliverables of what to post on their Instagram which will benefit all three brands combined. We would love to discuss this exciting opportunity with you soon! Best wishes, Saint & Angel

Through collaboration research from Elaine Rau, the key way to attract the attention of potential brands is simply a direct email as oppose to a visual pitch. They are straight to the point, informative and personal, leading to the likelihood of a collaboration.

INFLUENCER PROFILES

NATALIE GLAZE

34k

Followers

LOCATION: London, UK OCCUPATION: Lifestyle, travel and fitness blogger and influencer Founder @staywildswim @ byglaze_ Business, Slow Fashion & Vintage Lover TEDX speaker

400

Average likes

1.31%

Engagement rate

Although Natalie owns a 34K following, she reflects engagement as a micro-influencer therefore more likely to collaborate and give Saint & Angel a niche consumer following. Natalie’s own swimwear brand has a similar organic ethos to Saint & Angel and supports small businesses and organic skincare brands. A perfect guest for the ‘as naked as nature’ sleepover event. She will be a great asset to the two influencers with a lower following rate.

Age & Gender Following Male 27%

Female 73%

KAYLA BRADSHAW 1k

Followers

150

Average likes

LOCATION: UK OCCUPATION: Sustainable blogger Sustainable living Slow fashion finds Realistic sustainable tips Vegan recipes & products Micro-influencer, Kayla Bradshaw will be invited to the exclusive VIP sleepover event. Saint & Angel want to use micro-influencers to shine a sustainable light on those who aren’t well known yet and vice versa. Kayla features on various blogs and news platforms to talk about her sustainability journey, a perfect for the brand. The other two influencers’ will benefit from Kayla’s positive influence on the fashion industry and hopefully build respectful relationships with the other influencers and increase her following.

LUCY APPLETON 15.3K

Followers

600

LOCATION: UK, Selby OCCUPATION: YouTuber & Influencer Body positivity Vlogs (IGTV) and Styling Tips (Reels)

Average likes

3.73%

Engagement rate

Lucy owns the movement of the ‘Instagram VS Reality’ trend showing her body when she’s posing and when she’s not. Her platform radiates body positivity and doesn’t promote fast fashion. A perfect fit for the ‘as naked as nature’ VIP event and potential advocate for Saint & Angel. Lucy dominates a highly engaged, positive consumer following therefore her unique consumer base will engage with each brand involved in the event.

Age & Gender Following Male 43%

Female 57%

90%

of consumers say underwear from fast fashion companies have looked different on the model than on themselves 100 FEMALES S&A SURVEY

PR INVITATION

The exclusive PR box invitations will be sent out to the three influencers’ doors. To invite them to attend the VIP sleepover event promoting ‘as naked as nature’ and ultimately, the three brands involved.

Each PR box will contain one of Saint & Angel’s unreleased lingerie sets, Ninety Percent organic comfort robe and two Skin & Tonic facemask and serum products. The inside top of the box will contain a special Zoom link, date and time of the event and a message from Saint & Angel on behalf of all brands involved.

INFLUENCER AGREEMENT DOCUMENT

VIP SLEEPOVER EVENT

“What separates good content from great content is a willingness to take risks and push the envelope.”- Brian Halligan The VIP launch sleepover event will be Covid-19 considered by taking place in the three influencers’ own homes via Zoom. Once the exclusive PR box invitations filled with the three brands’ products and a special Zoom link to type into the influencers’ laptop’s have been sent out, Saint & Angel will be ready and waiting for the magic to happen. On Saturday, 10th July, two Skin & Tonic specialists, two Ninety Percent creators and the four Saint & Angel team members will attend and host the sleepover for a night of fun, herbal tea sippin’ and skincare carin’. 6:00 PM GMT: Saint & Angel will firstly introduce their eco-transparent brand to the world of the influencers until moving onto introducing Skin & Tonic and Ninety Percent and what they have been doing on their sustainability journey. 6:30 PM GMT: Skin & Tonic will take the lead by bringing in their two specialists to educate and show their skincare products and routines which the influencers were given in their invitation box. Giving a lesson on how they are organically produced and what benefits they give to the skin. 7:30 PM GMT: Ninety Percent educates the influencers on their all sustainable comfort cotton robes and how they have maintained one of the most well-known sustainable and transparent brands in the fashion industry. 8:00 PM GMT: Saint & Angel hosts the exclusive VIP quiz to the influencers. The winning influencer receives a PR package giveaway including all brands’ luxury items to be used as a giveaway collaboration to their following. 10:00 PM GMT: At the end of the event, each influencer has completed their promotional content described in the ‘Influencer Agreement Document’, the brands involved will say their goodbyes and explain how they hope to build up a connection with the influencers in future promotion.

A mock-up of the ‘as naked as nature’ virtual sleepover event wearing the S&A exclusive ‘sexy comfort’ set, Ninety Percent eco-friendly cotton robe and Skin & Tonic’s skincare provided in the PR box.

SOCIAL MEDIA

INSTAGRAM TEASERS

Once the brand has built up a following from word of mouth and promotion on Instagram, the countdown commencing the 5th of June for the VIP sleepover event will take place.

The countdown for the ‘first drop’ lingerie set will also commence five days before the VIP sleepover event, in time for the influencers to promote the full set on their platform.

Teasers of the invitations to be sent out to the influencers will be promoted via Instagram stories to build up interest with Saint & Angel’s new customers.

Teasers for the ‘as naked as nature’ 40 second promotional video and VIP event will be seen on Saint & Angel’s stories two weeks before the launch.

INFLUENCER PROMOTION

Once the influencers receive their VIP invitation, they will promote the invitation as a teaser for the ‘as naked as nature’ sleepover event to create interest to their following.

During the launch, the influencers will feature a ‘swipe up’ on their Instagram story to allow their following to grab a Saint & Angel new released set.

Shortly after the event, the influencers will use the images they took and create an Instagram story to mention each brand and optionally, the other influencers involved, ultimately bringing awareness to every party.

The following monday, the influencers will promote a close up of the brand’s set and the brand’s ethos to tell and interest their following to find out about the brand and purchase a set.

LEAFLET

Every purchase made to Saint & Angel, customers will receive an ‘S&A leaflet’ consisting of information about the brand’s sustainability purpose and promise. Due to the brand being a start-up, it is vital every customer knows exactly what the brand was created to do.

GIVEAWAY

One influencer will win the ‘as naked as nature’ virtual quiz on the 10th of July for their following. Providing the influencer with one Saint & Angel set, Skin & Tonic’s ‘The Happy Kit’ set and an £100 Ninety Percent gift card to give to one of their following who wins the Instagram competition. The influencer’s following must act on four stages in order to win the giveaway including following each brand and spread the giveaway on their own story. Ultimately, this brings a successful following and consumer interaction to each brand involved and most importantly to Saint & Angel’s new platform.

SOCIAL SCHEDULE

Pitch collaborations sent out to Skin & Tonic and Ninety Percent

PR box invites sent out to selected influencers

WEBSITE

FRONT COVER

The launch of the website will entail the brand’s launch campaign on the banner. To factor in the element of nature and the lingerie sets, the banner reveals part of the product merged into a nature image. There will be pages consumers can click onto to reveal the brand’s mission, launch campaign and products which will deeply inform the new consumers on why the brand was created and what products and services it sells.

INCENTIVE

As soon as a new viewer lands on Saint & Angel’s website, instantly an incentive pops up offering every new customer an exclusive 10% off their first order. This is to welcome the new consumers into the brand’s new community.

Measuring Success

MEASURING THE SUCCESS OF ‘AS NAKED AS NATURE’ CAMPAIGN

SOCIAL MEDIA ENGAGEMENT Post-launch, Saint & Angel will measure their social media reach by documenting number of followers, likes and comments on its Instagram platform. The brand’s aim is to spark impactful conversation around the impact of fast fashion and transparency between brands and their workers, therefore Saint & Angel will document the amount of conversations developed from the campaign.

WEBSITE TRAFFIC Post-launch, Saint & Angel will document the amount of profile clicks from the backlog of the newly launched website from the influencers’ promotion and the campaign teaser video and Instagram stories. This will also be documented through how many people search the website link from the ‘as naked as nature’ poster seen on Instagram.

MEDIA COVERAGE Post-launch, Saint & Angel will monitor any media coverage and awareness of the nature campaign by requests of interviews and online news stories.

INFLUENCER OUTREACH Post-launch, Saint & Angel will measure the amount of Instagram direct messages it receives from micro-influencers wishing to get involved and collaborate with the newly launched brand.

LONG TERM SAINT & ANGEL BRAND GOALS • To expand Saint & Angel’s influencer marketing involvement by building and maintaining relationships with influencers • To achieve recognition as an eco-transparent and high quality lingerie wear brand • To attract and interest a target market loyal customer base and join Saint & Angel’s ‘eco-transparent family’

06 Timeline

PRE - LAUNCH

Tuesday, 1st June Promotion starts for the ‘as naked as nature’ campaign on Saint & Angel’s Instagram platform and through word of mouth

Pitch collaboration emails sent out to Skin & Tonic and Ninety Percent and wait for response

Thursday, 10th June

Friday, 18th June Once consumer has been introduced to campaign through snippets, the campaign teaser video is now launched on website and Instagram platform

PR invitation sent to influencers’ doors and wait for influencers to respond via email

Monday, 21st June

Monday, 5th July Itinerary and Influencer Agreement Document sent out to sign and countdown on story begins

LAUNCH AND POST-LAUNCH

Saturday, 10th July End of countdown - lingerie sets now launched on the website in time for influencer promotion and sleepover event to take place, 6:00 PM GMT hosted on Zoom and ends 10:00 PM GMT

S&A adds all promotional content made by the brands and influencers to story and ‘as naked as nature’ highlight. Contacts the winner of the quiz about the giveaway to their following

Sunday, 11th July

Monday, 12th July Respond to promotion on Instagram, follow up emails sent to brands and influencers involved S&A also asks influencers to become advocates for the brand

S&A measures the success of the event through website clicks, purchases and interaction on Instagram S&A plans for near future giveaways and further collaborations

Friday, 16th July

07 Costs

BUDGET DOCUMENTS

BUDGET EVENT & INFLUENCERS

Saint & Angel Phoebe Trakkas 23 Percy Gardens Tynemouth NE304HQ - Newcastle

Date: 12/05/2021 Budget number: P001/21 Version V1

Description

Qty

Price

Total

3 3 1 6 6 3 3 3

£20 £4.92 £4 £0.39 £0 £0 £3.50 £9.02

£60 £14.75 £4 £2.28 £0 £0 £10.50 £27.06

£119.90

3 3

£0 £500

£0 £1,500

Zoom Event in House Night time (4 hours) - 10th July 2021 PR Invitation Content Black recycled box with logo print Personalised Saint & Angel ribbon Personalised Saint & Angel sticker sheet Personalised Saint & Angel eco tissue paper Skin & Tonic skincare Ninety Percent cotton robe Summer fruits herbal tea Delivery cost 1st class Zoom Host

Zoom Pro (11 guests)

Influencer Budget

Barter agreement Fixed back up price (not included in total)

TOTAL

£238.49

Services

All costs are Ex-VAT Event will happen in influencers, client and parties own homes therefore no costing is required for venue of event. The information contained in this agreement should be considered strictly confidential and confidential. Therefore, the uses, copies, distribution or disclosure that is not authorized and is not justified by an effective ‘need to know’, in accordance with the principle of necessity, are prohibited.

Payment Terms

50% of the fixed back up accepted budget will be paid 5 days before the event day to each influencer involved. The outstanding 50% will be paid 30 days after complition of the event.

Budget agreement Date Signature

BUDGET EVENT & INFLUENCERS

Saint & Angel Phoebe Trakkas 23 Percy Gardens Tynemouth NE304HQ - Newcastle

Date: 12/05/2021 Budget number: P001/21 Version V2

Description

Qty

Price

Promotional Teaser Video Videographer iMovie Model Hair and makeup

1 1 1 1

£400 £0 £200 £45

Distribution Instagram sponsoring Ad

£6.70

Product (not included in total) Lingerie set Shipping

1 1

£45 £3.99

TOTAL

Total

£651.70

Services

Payment Terms

50% of the fixed back up accepted budget will be paid 5 days before the event day to each influencer involved. The outstanding 50% will be paid 30 days after complition of the event.

Budget agreement Date Signature

“CREATING LINGERIE AS NAKED AS NATURE”

08 References

•

ASA. Clamping-Down-On-Secondary-Ticketing-Providers. 2021, www.asa.org.uk/news/clamping-down-on-secondary-ticketing-providers.html. Accessed 1 May 2021.

•

Bailis, Rochelle. “Influencer Marketing Statistics in 2019 (Trends + Key Takeaways).” The BigCommerce Blog, 27 Mar. 2019, www.bigcommerce. co.uk/blog/influencer-marketing-statistics/#what-makes-a-quality-influencer. Accessed 7 May 2021.

•

Bhardwaj, Gitika. “Understanding Sustainable Fashion.” Www.chathamhouse.org, 25 Oct. 2018, www.chathamhouse.org/2018/10/understandingsustainable-fashion?gclid=CjwKCAjw07qDBhBxEiwA6pPbHrp6nwpn1K-t4cXIBwLSn5j4CBRBJuxgJjkebH9dTGoXjivhy9AKyhoCE6UQAvD_BwE. Accessed 1 May 2021.

•

Blundell, Steph. “Impacts of COVID-19 on the Fashion Industry.” Open Access Government, 7 July 2020, www.openaccessgovernment.org/covid-19fashion-industry/89851/. Accessed 1 May 2021.

•

Bump, Pamela. “20 Stats That Make the Case for Co-Marketing Today and in the Future.” Blog.hubspot.com, 2020, blog.hubspot.com/marketing/comarketing-stats. Accessed 1 May 2021.

•

Clifford, Catherine. “5 Changes to Watch for in Shopping as Major Retailers Innovate to Go ‘Green.’” Www.cnbc.com, 8 Jan. 2021, www.cnbc. com/2021/01/08/changes-to-watch-for-in-shopping-as-major-retailers-go-green-.html#:~:text=More%20than%20half%20of%20consumers. Accessed 1 May 2021.

•

Digital Marketing Institute. “20 Influencer Marketing Statistics That Will Surprise You.” Digital Marketing Institute, Digital Marketing Institute, 25 Oct. 2018, digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you. Accessed 1 May 2021.

•

Globalfashionagenda. “Environmental and Social Impact of Fast Fashion,” The Make of You, 4 Dec. 2019, themakeofyou.com/environmental-andsocial-impact-of-fast-fashion/. Accessed 1 May 2020.

•

Halligan, Brian. “The Ultimate List of Marketing Quotes for Digital Inspiration.” Blog.hubspot.com, 2021, blog.hubspot.com/marketing/marketingquotes. Accessed 15 May 2021.

•

heuritech. “Harness the Power of Social Media to Anticipate Fashion Trends.” Heuritech, 12 Feb. 2019, www.heuritech.com/blog/articles/trends-onsocial-media/#:~:text=Social%20media%20has%20led%20consumers. Accessed 1 May 2020.

•

hypeauditor. “State of Influencer” Marketing 2021.” Hypeauditor.com, 2021, hypeauditor.com/s/resources/UK_IM_State_2021.pdf. Accessed 15 May 2021.

•

Knows, Isabella. “Sustainable Fashion: Legal Considerations.” Isabella Knows, 2021, isabellaknows.net/blog/2019/9/5/sustainable-fashion-legalconsiderations. Accessed 1 May 2021.

•

M Rahman. “PESTEL Analysis of the Fashion Retail Industry in the UK | Howandwhat.” M Rahman, 25 Aug. 2020, howandwhat.net/pestel-analysisfashion-retail-industry-uk/. Accessed 1 May 2020.

•

Nichols, Jim. “Partner & Affiliate Marketing Research: The State and Future of Partnerships Survey 1/4.” Partnerize, 12 July 2018, partnerize.com/ blog/partner-affiliate-marketing-research-the-state-and-future-of-partnerships-survey-1-4/. Accessed 1 May 2020.

•

Percent, Ninety. “Sustainability.” Ninety Percent, 2020, ninetypercent.com/pages/sustainability. Accessed 1 May 2020.

•

Perino. “Technology Leads Us to the Future of the Fashion Industry.” Perino Yarns, 6 Mar. 2017, www.perinoyarns.com/technology-future-fashionindustry-2/#:~:text=Technologies%20are%20changing%20the%20way. Accessed 1 May 2021.

•

Rau, Elaine. “How to Pitch a Collaboration with Brands.” Medium, 11 June 2018, medium.com/@ladybossblogger/how-to-pitch-a-collaborationwith-brands-a47d8c0f43c1. Accessed 15 May 2021.

•

SEMrush. “SEMrush SEO Toolkit: Check Website SEO with Analysis Tools.” Semrush, 2021, www.semrush.com/projects2/. Accessed 1 May 2021.

•

Skeldon, Paul. “Social Influencers Have Led to the Rise in Fast Fashion, with 30% of Shoppers Using Instagram for Inspiration.” InternetRetailing, 2019, internetretailing.net/mobile-theme/mobile-theme/social-influencers-have-led-to-the-rise-in-fast-fashion-with-30-of-shoppers-usinginstagram-for-inspiration-20388#:~:text=Home%20%3E%20Themes%20%3E%20Mobile-. Accessed 1 May 2020.

•

Skin&Tonic. “Our Story Skin & Tonic.” Skinandtoniclondon.com, 2021, skinandtoniclondon.com/pages/our-story. Accessed 1 May 2021.

•

Yeomans, Matthew. “Marketers Beware: Gen Z Wants Action, Not Flashy Campaigns.” Www.reutersevents.com, 2018, www.reutersevents.com/ sustainability/marketers-beware-gen-z-wants-action-not-flashy-campaigns. Accessed 10 May 2020.