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Creative Strategy

2 BYBROWN

Intro The Raindress is used as a catalyst to re set BYBROWN s current positioning in the market To communicate the brand s new identity we created the campaign It s raining let s dress up Within this campaign we ll inform about how the Raindress is used worn and folded while communicating BYBROWN s brand promise of looking your best for any occasion even when it rains BYBROWN 3

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Table of content The Brief 6 Objective 7 Marketing campaign 8 Goal 9 Creative Strategy 10 Online suggestions 14 Website 16 Facebook 18 Instagram 19 Email 21 Offline suggestions 23 Thank you card 24 Hangtag 26 Poster 28 BYBROWN 5

The brief 6 We want to communicate a clear brand identity of BYBROWN by using the Raindress as an example We will show how to use wear and fold the Raindress The communication will be focussed on two targetgroups the consumer and the retailer The BYBROWN women are bound by their mentality Full of energy they are young at heart and independent With a true urban attitude they live the city life They are cultured work in the creative industry and are forward thinking When they travel they love to go on a citytrip experience new cultures visit museums and enjoy the flow of a city They are conscious of the environment and prefer organic and sustainable products Their shopping behaviour is mostly pragmatic and they prefer to invest in practical sophisticated and unique pieces with an eye for design Their pragmatic behaviour is also visible in their online activity They buy their household goods and groceries online and look for more information about literature events cultural activities and make use of email They prefer to buy clothes in stores because of the personal assistance and to be able to fit the items A well designed packaging is a plus like a little treat It will make them look forward to use and to wear their new item BYBROWN

Objective For the BYBROWN retailer the Raindress is a nice and unique product within their stores but also a difficult one The consumer who will come in are only coming in to buy the Raindress They won t engage with the other items or brands that are offered in the stores due to their pragmatic shopping behaviour These consumers are described as ladies women from 40 70 years old These women are well educated sophisticated and have money to spend Besides that the Raindress needs help in selling the consumer needs a hand with the dressing and choosing the right size for the perfect fit A younger audience needs to be triggered to get interested in the Raindress Interest is gained after they heard the specifics the functional assets of the Raindress and with that they get the notion of the uniqueness of the product What is missing is an overall brand awareness of BYBROWN by the consumer BYBROWN 7

Marketing campaign 8 It s raining let s dress up is the title of the marketing campaign We will re set BYBROWN within it s existing positioning in the market as the brand that will make you look your best for every occasion even when it rains The Raindress is such a unique product by it s functionality and high fashion aesthetics that the owner will start to look forward to the occassion of wearing it The marketing campaign will be made by a movie that will show that from the moment it starts to rain there will be a positive reaction It s time to wear the Raindress Step by step is shown how to dress up with the Raindress that is informative but in a playfully minimalistic manner That leads to going into the rain and enjoying it By using different models we want to speak to the BYBROWN mentality group and inspire the new desired audience Taking them step by step from the part of longing for an occasion to wear your Raindress to dressing up using and folding it back up In our tone of voice we want to be recognizable personal and hereby triggering in a playfull and minimalistic way to leave the viewer with a subtle smile after viewing BYBROWN

Goal The goal is to increase the desire to purchase the Raindress by making an emotional connection and trigger the longing of looking sophisticated and well dressed in the rain Besides that we want to give the consumer a better understanding in how to use wear and fold the Raindress and who BYBROWN is as a brand The tone of voice visual identity and character of the brand will all come together in the movie With the movie we aim to leave the viewer with a subtle smile after viewing at the tought of seeing the rain as something to look forward to and worth dressing up for As a result we want the sales to go up online and offline and create more points of sales national and internationally BYBROWN 9

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Creative Strategy Start off The marketing campaign It s raining let s dress up will be started by an email notivication to BYBROWN s contacts The contacts are the fashion press retailers and regular customers that are in the brand s and it s PR database The email gives the invite to be the first to see the sneak preview of the movie Dressing up for the rain together with the offical release date Aiming that the receiver will feel personaly involved and connected to the brand with the notion of feeling special this way is more likely to share the full movie to others We re using email as it is convient for Melanie the creative director of BYBROWN the PR agency and the excisting consumer group of the brand as this is the online communication tool that is most known to them see brandbook Mentality group Sneak peak The PR agency has to arrange that the sneak preview movie will be featured on online magazines and blogs like Volkskrant Magazine Vogue Bazaar FashionUnited and Indepentend Fashion Daily as advertisements When clicked on the add the user will be send to the home page where a pop up will appear Always want to be the first to know about news of BYBROWN Subscribe now Social media BYBROWN will communicate about the sneak preview on Instagram Twitter and Facebook with the announcement of the official date BYBROWN 11

Creative 12 of the launch images from the movie behind the scenes images and communicate about involved sponsor Veloretti Amsterdam Instagram is a channel that is well fit to gain the awareness of a younger consumer group Twitter to stay in touch with the fanbase of the brand and Facebook to let the brandawareness grow by the ability to let the brand followers likers share the given information on their own timeline Launch On the official date that the full movie is launched on BYBROWN s homepage an announcement will be send out by email In this email there will be an interactive link that directly links the user to the homepage to view the movie By the end of the movie the option of sharing the movie by email or Facebook is given under the tagline Looking good on any occasion even when it rains Next to that there will be an interactive link posted on Facebook together with the sneak peek movie Inviting the viewer to click on the link to view the whole movie on the website A similar post will be made on instagram Sponsor Veloretti Amsterdam sponsored the bikes used in de campaign movie Dressing up for the rain and will be part of de launch of the movie The sneak preview will be showcasted in the banner of their home page and the movie will be mentioned on their newslettre BYBROWN

Strategy Instagram profile Facebook timeline and Twitter post The bike brand is an excellent partner for BYBROWN as they will be able to gain the awareness of a younger consumer for the Raindress and the brand The identity of BYBROWN as a brand that is attractive for young adult women will be easier to be excepted by the consumer group Campaign evolves in brand promise The marketing campaign It s raining let s dress up with the occompanying movie Dressing up for rain underlines the brand vision BYBROWN believes that with the perfect occasional wear any occasion can be one to look forward to This campaign can be extended in the overall communication of the brand on social media For example Post a campaign image On a Sunday afternoon with header Not looking forward to the Mondays Maybe you don t have right jacket yet BYBROWN 13

Online suggestions 14 As part of the creative strategy we created guidelines for BYBROWN s online appearance These are to increase the brand awareness to a wider and bigger consumer group The guidelines will show and tell how to use different social media channels and how to evolve the marketing campaign in an online environment BYBROWN

Note to self It sounds so simple but there is one rule to be kept in mind be consistent always communicate in English BYBROWN 15

Website The website needs to be up to date 16 Use your homepage to showcast the movie Dressing up for the rain and the latest campaign and collection images Rename the current menu option blog into in the press A blog is a good idea Create a real blog by asking intelectual inspiring and good looking woman to show and write about their BYBROWN life in line with the Instagram take overs see chapter Instagram BYBROWN

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Facebook 18 Use Facebook for news items so your consumers can be up to date Post the press publications BYBROWN is futured in Make announcements about the new collections sale special items or such Always place an interactive link with these announcement so the user will be able to go directly to this part of the website Make announcements about upcoming events events BYBROWN is part of or shows like Amsterdam Fashion Week and retailers fairs events Do this well in time preferebly a month or at least a week before hand so people could consider plan to come to attent as well BYBROWN

Instagram Make active use of Instagram to reach and to inspire a younger consumer group Post on fixed days Monday morning before 8 30 Wednesday morning before 10 00 Thursday afternoon around 14 00 Sunday between 10 00 12 00 and again between 15 00 17 00 The posts have to contain high quality images The styling inspirational and clean Campaign images for example Use the following hashtags bybrown dressingupfortherain letsdressup dressingup During the campaign It s raining let s dress up fragments of the Dressing up for the rain movie can me posted to gain and trigger awareness Like posts of people you follow but only when relevant like the posts about your products your customers activities that fit the brand rain dressing up Make backstage posts customers like your atelier and the personal feeling if gives Make sure this looks nice and clean Show them how you work what you as BYBROWN like and love not you own personal activities Show things about your production unusal cuts lines and about ReBlend for example BYBROWN 19

Instagram 20 Follow people who have a connection with your brand costumers retailers PR agency Make use of take overs Let real inspiring and good looking women take the followers of BYBROWN along in their week of BYBROWN clothing lend them clothing if needed You can also follow them after this week on the BYBROWN website with an full report and interview Invite young trend setting social influencers to the atelier and let them write and try the raindress out and ask them to post it on their social media channels and sites Use quotes about the brand campaign or products more often like Rain is just confetti from the sky BYBROWN

Email Use your email to give notifications of upcoming campaigns collections and events to business partners and customers that trigger them to visit the BYBROWN website Use the BYBROWN logo in your email signature To feature movies in your email is a very good idea But it has to work and be appealing Change it into an image with a play button in it with interactive link As soon it s been clicked on it will link to the movie on the BYBROWN website All employees make use of the same signature font Berthold Akzidenz Grotesk font size Place working links in signature place a caption before it that says wat the link is about and make those interactive links BYBROWN SS 14 SHOW know they can click on the underlined caption and can see the show on the BYBROWN website BYBROWN 21

Email 22 Melanie Brown Creative Director BYBROWN studio bybrown nl Prinsengracht 436 1017 KE Amsterdam The Netherlands 0031 0 614446089 www bybrown nl Coming up F W collection presentation t b a stay tuned Follow BYBROWN Facebook bybrown Twitter bybrown_nl Instagram bybrown nl LinkedIn brown clothes BYBROWN

Offline suggestions Part of the creative strategy we have some suggestions for BYBROWN s offline appearance Thess are to support the brand and product at the points of sale BYBROWN 23

Thank you card 24 Within the packaging of purchased goods you can send a thank you card On the card will be a quote about the marketing campaign Let s dress up it rains the website adres and on the other side the BYBROWN logo and thank you See example BYBROWN

It s raining let s dress up bybrown nl 25 Thank you for your purchase BYBROWN

Hangtag 26 With an extra hangtag on the Raindress showing a still from the Dressing up for the rain campaign the movie will also be promoted offline On the hangtag is the link to the website so the customer knows where to go for more information See example BYBROWN

27 Get to know how to wear use and fold Get to know how to wear use and fold Get to know how to wear use and fold the Raindress the Raindress the Raindress bybrown nl bybrown nl bybrown nl

Poster 28 At your point of sale you can make use of a poster where you can introduce the Raindress by using the images from the shoot movie and the slogan of the marketing strategy for the new BYBROWN Every occasion can be one to look forward to even when it rains See example Retailers have to be made clear the Raindress needs some explenation and assistence BYBROWN

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