“You First” : Forébelle’s new campaign
As we begin: Choosing a client and a strategy for the campaign
Our journey as a start-up creative company led us to our final campaign! This was our biggest chance to show how much our company and its members had come to a maturity and development regarding our marketing acquired knowledge. Our new assignment was all about a Branding Digital Campaign for a client that our agency would choose, and present it in a Digital Brand Event to the other teams and of course to our professor Ms Tsakarestou, who would be the judge of our work.
It is a fact that creating a campaign can be so hard of a process. It entails hard work, commitment, great communication, creative thinking and a well-structured marketing plan. Our company had all the above, even a plan, due to the fact that we were quite familiar with miro, an online cooperative board platform that allowed us to work together efficiently, owing to a previous assignment that is being explained further in our previous article. Our miro board was the most helpful tool for starters like us, owing to it giving us the opportunity to gather every piece of information we could and create a well-organised strategy.
To one extent, we had every tool and knowledge needed in order to start working on this never-done-before project. However, the puzzle would be complete only when we would choose our client. Our ambition was to opt for a brand that would enhance our company’s values and ethics. As it has been stated in the previous articles, A.S.A.M.A is an agency that works while having in mind values such as, creativity, boldness, innovation, great passion and diversity! It would also be a mistake not to mention our main value. A.S.A.M.A is a big advocate of women getting even more involved in the magical business world and this is the main reason why our client-to-be ought to be a piece that would make this puzzle not only complete, but also woman-power oriented!
After discussing and searching lots of brands, we had finally found a client that included all of the above, and that client is Forébelle, a Greek fashion brand which not only serves a lavish variety of clothes, shoes and accessories, but also tries to make this -previously quite strict regarding its measuring rules- fashion industry a bit more diverse.
What our company saw in Forébelle is that it is a brand with great potential, for it is one of the very few brands in Greece that chooses to not follow the norms of being just a brand in the fashion industry. It does not only provide clothing items to women, it actually inspires them to be the best version of themselves and help them create the wardrobe they always desired! With a well made site with lots of fashion tips, variety in prices, sizes and items, high quality clothes and social media accounts that function as a friend and a guide to every customer, Forébelle makes her steps in the Greek fashion industry, while A.S.A.M.A will try to get these steps be bigger and faster!
Choosing our client was not the end of our project. It was just the beginning. After deciding to go with Forébelle, we had to do a methodical research in which we would learn more about the chosen brand and its current brand positioning, its competitors, its target audience, its differentiating points and its Unique Selling Position. For that, miro was the most advantageous tool that we had in “our hands”, letting us create our client’s Brand Positioning and getting even closer to the brand of Forébelle. Something that has to be stated, is that all the found information along with the miro board our team created, was presented in various branding workshops, organised by our professor, Ms Tsakarestou.
After finding every background information possible for our client, it was time to put creativity and thinking into our project, and start organising our final campaign. What we thought would be the best option marketing-wise, is to go with a differentiation strategy and make our chosen brand stand out even more than other brands in the same field and get Forébelle to gain a more philanthropic side as a brand. We thought that it would be a great idea to go with an emotional marketing strategy that will be focusing on all women, especially those who have been left vulnerable because of the pandemic. The idea was to create a summer 2021 campaign that would offer a variety of fashionable, diverse and sustainable clothing items and at the same time, encourage women to support one another! Simple, but efficient. With the name being “You First”, we gathered all of our imagination, knowledge and creativity and continued working on this project to see how it could be brought to existence.
The best way to follow that plan was to make a partnership with a non-profit organization, and what a better idea than to create this project along with Win-Hellas, which is one of the first-rate philanthropic organizations that helps women who are abused and want to fight inequality in every possible way! A move like that not only would raise awareness for this quite common and serious social issue of abuse against women, but at the same time it would add more to our client’s identity. From just a greek clothing brand, Forébelle will be a fashion brand that along with selling clothing items, it will support women in need and try -by giving a part of the campaign’s profits to Win-Hellas- to make this unfair and exceeding discrimination world, a little better!
Show time: Bringing the campaign to life
Having prepared all of the “background work” -meaning having made all of the difficult decisions regarding our client and the direction our final campaign was going- it was time to actually get creative. Whilst research, brainstorming and the preparation of our campaign is a very important process, which allows us as a team to discuss different ideas and come closer as creatives, the process of each of us using our own skills and talents to make our ideas come to life is truly a magical experience. After we decided that we wanted to focus on creating a philanthropic campaign that would draw on the potential and current clients emotions, we realised that creating a video to go on all of our different platforms was the perfect idea.
When preparing for the video, we agreed that we didn’t want to simply inform Forébelle’s clients about the new campaign, but we actually wanted to send a message, to make a statement, and to make the potential client feel a connection to the purpose of the campaign. As such, we realised that it would be more “on brand” to record some mini-interviews with different women in our lives and ask them their opinions regarding the theme our campaign would focus on. When preparing for the interviews, we noted that we didn’t just want to ask women about their thoughts on social issues and clothing separately, but we wanted to focus on the connection that lies between clothing companies and different social issues, and the opinions of customers on that connection; whether it exists or whether companies should make a harder effort to be socially responsible.
After careful consideration, we came up with three simple questions:
“What is, in your opinion as a woman, an important social issue that exists today?”
“Do you expect companies and brands to focus on helping on such issues?”
“Do you think that clothes can make a statement?”
The first two questions were to help us understand what the future clients of Forébelle expect from the brand, and whether they want to see a company care and take a stance on different social issues. The last question would allow us to understand whether clothes can have a deeper meaning to Forébelle’s clients, a meaning which we could draw on for the sake of the campaign.
The response we got was overwhelming, with many women agreeing that they care about seeing a brand take a stance, and even use their power to help fight different social issues that currently exist, such as gender inequality and violence against women. The answers to the last question also allowed us to understand that potential consumers do care about the meaning and statement a garment holds, other than its aesthetic value. As such, we were able to come up with the slogan which we featured in the video “The best statement that clothing can make is one of solidarity”.
The Final video
Using those clips we were able to create our video for our campaign, which we shared on youtube, on our website -along with a small article written by one of our team members-, on Facebook and finally on Instagram.
Other than the main video, which ended up being around 3 minutes long, we also prepared other short length videos, in the form of teasers, to upload mainly on Instagram and Facebook.
Those small videos, along with different photos we uploaded on our social media, helped enrich our feed as we prepared to share our main video on all of our platforms.
We also uploaded different stories on Instagram and Facebook regarding our different posts, in order to draw the attention of Forébelle’s potential consumers to the content uploaded regarding the campaign.
The aesthetic we followed for the campaign was one that gave off a feeling of calmness yet inspiration. The choice of music and footage allowed us to create an atmosphere that would be in touch with the message of our campaign. Since the campaign is a collaboration between a clothing brand and a non-governmental organisation, we focused on evoking emotions of hope, solidarity and a feeling of motivation that would urge potential consumers to rethink their shopping habits and their choices, in order to consider helping out those in need through their choices.
Overall, the campaign may essentially symbolize the ending of a learning journey that our team embarked on when we chose this specific course, but the knowledge that we acquired, and the memories that we made, and the skills we picked up along the way will definitely stay with us long after this project has ended. If there is anything that we have learned, it is that the creative process of a project that everyone is passionate about is truly magical. Being able to feel like you can make a change is a powerful feeling that we experienced, and we hope that we were able to move you just as much with our work.
Don’t forget to slip through our social media!
- Facebook: ASAMA | Facebook
- Instagram: ASAMA (@a.s.a.m.a_group)
- Official website : A basic landing page (tilda.ws)
~Our professor: Betty Tsakarestou
~Our team members :
