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Adverts with a number that fans could call and would have a funny response. (The ads are for brands that feature in the tv series)

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Adverts with a number that fans could call and would have a funny response. (The ads are for brands that feature in the tv series)

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Actors with hazmat suits turned up and then a feature from the series appeared on the advert when they left

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Actors with hazmat suits turned up and then a feature from the series appeared on the advert when they left

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Laser mapping a building, announcing the release of the series

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Laser mapping a building, announcing the release of the series

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A mini-cartoon that was posted to instagram

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A mini-cartoon that was posted to instagram

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interview on Vouge YouTube with some of the celebrity actors 

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interview on Vouge YouTube with some of the celebrity actors 

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What is the message?

Stranger things season 4 is back. It is as strange and mystical as ever.

What consumer are they targeting?
- They are targeting a wide range of consumers using different tactics to target different consumers. For example, the Vouge interview may be targeting a more mature audience because of the choice of actors and Vouge audience, although it also caters to a younger audience as it is posted to youtube. The billboard and laser mapping ads are initially location based adverts but are then posted on Netflix's social media channels to reach are wider audience of returning customers. The collaboration with dominos may reach a new audience by gaining exposure to new customers using dominos' fanbase.

What kind of campaign?
- Product launch.

What is the feeling?
- Excitement, interesting, experimental,

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Using Snapchat's augmented reality to cover global landmarks in Kusama's colourful dots.

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An app for the collaboration including AR, mini-games and collectable digital items.

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Famous models such as Gisele Bundchen in the image above have been photographed for the campaign with imagery featuring on Louis Vuitton's social media accounts, being used in earned media and featuring in fashion magazines such as Harpers Bazaar and Vogue.

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Exteriors of stores have been turned into art instillations.

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Flag-ship stores globally have been transformed in many cities such as Paris as well as new stores popping up in cities such as Tokyo.

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As well as decorating the outside of Harrods, similarly to the pop-up shops, Louis Vuitton has created a cafe inside Harrods with themed pastries and packaging.

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Huge sculptures of Yayoi Kusama have appeared in London, Paris and Tokyo attracting large amounts of attention.

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What is the message?
The campaign is promoting the products part of the new collaboration between Louis Vuitton and Yayoi Kusama. Louis Vuitton says that the collection is inspired by unprecedented creativity. The message of the collection is creativity and a celebration of Kusama's work.

Who is the consumer?
The campaign is taking place globally in many big cities with many of the promotional tools attracting large amount of attention online giving it an extremely wide reach. Current customers of Louis Vuitton are being targeted as are fans of Kusama's work. The digital features such as the snapchat landmarks are likely to be targeting a younger audience than the standard luxury consumer.

What kind of campaign is it?
The campaign is a product launch as part of a collaboration.

What is the feeling you associate with the campaign?
Fun, joy and excitement.

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The Spotify wrapped campaign gave users a personalised review of their listening habits that they were able to share on their social media. The focus of this campaign was personalisation and collaboration. The interactive collaboration was to bring creators and fans together, allowing them to share their most frequently played genres, songs and artists with their friends.

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This campaign stands out as it connects with a users emotions in a unique way. There was also an option for users to purchase merchandise from artists if they were amongst the artists 'top fans' category.

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The campaign was clever as users wanted to share their music with friends, it was simultaneously promoting Spotify as people on other music platforms felt excluded from the fun.

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Billboards, social media posts and merchandise were the main touch points.

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Collaboration with CALM & The Jed Foundation to promote better mental health & increase mental health awareness, as a way to improve brand awareness and build on brand values to connect with consumers.

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A barber shop staffed with mental health experts to get men talking about their mental health in an environment they feel comfortable.

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A team of experts used as influencers for the campaign. Their own socials were shared as well as appearances at panels for Gymshark

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A website section dedicated to promotion of positive mental health & where to go to get more help, including information pieces, tips and directional advice

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What is the message the brand wants to convey?
The campaign promotes the importance of mental wellbeing, whilst acknowledge the connection between mental health and gender stereotypes. Gymshark have said Deload is there to make a difference, not a statement and it is a stream of positivity in the form of information, guidance and entertainment to guide the audience on a path of positive mental wellbeing. By connecting the audience to individual personal wellbeing, they are providing reasoning for brand values such as understanding, inclusivity and to be seen as a support for consumers.

Who is the consumer they are targeting?
The different tactics tap into different audiences. The barbershop targets males who feel they can't open up about their mental health, evidenced by statistics provided by the mental health charities. By using experts as the 'influencers' of the campaign, they are reaching an audience that may not necessarily be Gymshark consumers but are looking to improve their mental wellbeing. Using existing Gymshark channels, current consumers are being targeted, particularly those who are looking to work on their mental wellbeing

What kind of campaign is it?
Brand awareness/building campaign

What is the feeling you associate with the campaign?

Positivity, inclusivity, diversity, interesting

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The campaign tapped into the niche intersection between gender & mental health. The charity partnership led to being able to offer mental health support on various platforms.

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This McDonalds campaign was launched in New Zealand with the primary use of print media using bus stop and billboards emphasising the use of humour. The campaign comprises of a number of posters which show visuals of their most popular menu items with accompanying text which requires the viewer to decipher the message. At an initial glance the text doesn’t make sense yet once the viewer analyses it, it decodes to become a common phrase said when ordering a meal at McDonalds. The aim of this campaign is to promote the brands late night service which is popular amongst intoxicated people who commonly visit McDonalds after a night of drinking or have it delivered once home for ease.

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The ‘gibberish’ used as text represents the way in which individuals communicate their food order when at McDonalds when intoxicated – which its accompanied by the campaign slogan; “we speak late night”. This campaign communicates that the employees of McDonalds are well versed in the ‘late night’ language and understand the consumer no matter what – enforcing the idea of constant support and comfort for the consumer.

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This campaign cleverly relies on the existing brand image and association the viewer has with McDonalds as it relies on the recognition of the product visuals and existing product knowledge to decipher the message in each poster. Furthermore, the posters only exhibit the brand logo – ‘the golden arches’ – with no explicit communication of the brand name which further enforces the strength of the McDonalds brand equity.

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Print media (main promotional format for the campaign)

Social media exposure (The interesting approach for the campaign concept and ease of accessibility of the print media creates opportunity for a digital conversation regarding the campaign which promotes social media spread through earned media)

Interactive (viewer has to stop and analyse and take time to understand the coded message which creates opportunity for the campaign to be memorable)

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What is the message the brand wants to convey?

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What is the message the brand wants to convey?

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The objective of the campaign is to promote the brands late night service, focusing on the comfort and familiarity provided by the brand rather than aiming to sell the physical product.

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The campaign captitalises off the drunken antics of their consumer base, which could identify alcohol drinkers as the main target of this campaign as it creates familiarity for this grouping. However this is not explicitly stated which also allows for interaction from any viewer who comes across this content.

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Due to the widespread global familiarity of the brand McDonalds, this campaign is mainly used as a tool to ensure the brand stays in the eye of the consumer. It is not used to rebrand, promote a product launch or promote anything new regrading the brand but instead is just creating a conversation regrading the brand and the role it may play in the consumer lives. Instead, this campaign could be seen as response to the consumers and how they interact with the brand.

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What is the feeling you associate with the campaign?

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What is the feeling you associate with the campaign?

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Humour, support, familiarity, provocative, cryptic

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Balenciaga opened a "520 video game hall" for a limited time, and simultaneously launched a series of festival limited products in offline stores and official website.

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The "pixel-style" virtual video game hall built in the WeChat mini program allows users to move left and right after entering the map. Accompanied by the accurately reproduced real sound effects in the video game hall, they can immerse themselves freely in the virtual world full of Balenciaga brand elements.

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Hoodies, T-shirts, jackets and other festival-limited series printed with the words "5:20" have also been "dimensionalized" into 8-bit pixel cartoon images appearing here, following the cursor to click on the corresponding position to get the product information Detailed information and jump to the offline store address.

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In order to interpret the concept theme of 520 more vividly, Balenciaga also released two creative advertisements for the event through the official tiiktok platform. They are a luminous hoodie with 5:20 and a pink hourglass handbag, tied together dreamily by candy-like balloons.

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Balenciaga has carefully set up two authentic and playable classic games, reminiscent of the popular "Super Mario" and "Space Invaders" in the 1980s and 1990s. Coupled with the presentation of the pixel style, many consumers are instantly brought back to the world of 8-bit processors. Using the power of childhood memories to stimulate consumers to quickly invest in the game, and the light and interesting exploration mechanism promotes spontaneous sharing and discussion among target groups.

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Balenciaga also launched a 520 exclusive avatar and exclusive emoticon package, also created in the "pixel style". For loyal consumers who agree with the brand culture, event-exclusive derivative products are like badges, highlighting their sense of identity and belonging, and this is obviously conducive to building a brand community.

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·       What is the message the brand wants to convey?
Balenciaga captures the characteristics of "8bit pixel style" with both retro feelings and future concepts. On the one hand, it uses "retro" to touch target consumers, and on the other hand, it also hopes to reach more potential consumers of Generation Z through digital art concepts.

Love is not a slogan, nor is it just the number 520. Love is the guardian heart in the game and the arduous trek along the way. It is also the romance and determination to regain confidence after failing to clear the customs again and again. It is also the patience that you must remember that there is always someone waiting for you at the end of the world.

·       Who is the consumer they are targeting?
Balenciaga is targeting Chinese millennials, as they grew up on classic arcade games like Galaxy and Super Mario, and many WeChat users already use emojis and avatars. These assets serve as imprints of virtual identities that will help brands cement their digital relevance and grow their online communities.

·       What kind of campaign is it? (Product launch, rebranding, repositioning, etc.)
This is a limited marketing campaign for Balenciaga's China 520 Festival

·       What is the feeling you associate with the campaign?
Unique, Impressive, Dynamic, Trendy and Engaging

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Diet Coke’s summer 2022 partnership with Kate moss

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Diet Coke’s summer 2022 partnership with Kate moss

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Kate moss famously has said “Nothing tastes as good as skinny feels.” the choice for Diet Coke to associate themselves with somebody known for promotion bad relationships with food is interesting. It has generated a lot of press because of this negative association, along with Kate’s alluding to her party past during her launch party speech saying “I’ve always loved coke”.

This campaign launches Kate moss as the new creative director for Diet Coke.

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Celebrity endorsement-> Moss was paid 5m
Launch party -> (the coke joke helped to boost the reach of this party)
Promotional Prizes -> potential to win prizes from buying products boosts sales and talk of them.
Digital media -> lots of posts on social media from Kate & the coke-a-cola team
Promotional video-> a promotional video was made for the campaign
Promotional photographs -> some iconic photos were taken featuring Moss and the products.
Collectible & rare -> generate hype

The vice president of coke’s advertising said:
The new collection of Diet Coke cans by Kate Moss will help us deliver great activation in store for our customers to help drive further sales. Not only will shoppers want to collect the can designs, but the on-pack will reward loyal fans of Diet Coke with 1,000s of prizes which include handbags, signed books and retail vouchers.

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The brand wants to associate itself with a major fashion icon who has influenced many people’s lives and fashion choices. They have previously partnered with many fashion houses, so this decision does make sense to draw in consumers.

It is also quite a cheeky campaign because of kate openly alluding to her party past and her history with ‘coke’. This really generated a lot of press, particularly from newspapers/ magazines, which would have really helped to promote the campaign.

Due to current flourishing body acceptance and positivity, it is very risky for coke to associate its diet products with somebody known to promote disordered eating. It got a lot of negative press due to this tastelessness. However, Moss has recently stated that she regretted saying her ‘nothing tastes as good as skinny feels’ statement, so this could be moss trying to reframe her negative past by associating herself with a brand as prestigious as coke a cola. This is a mutually beneficial partnership.

The products styling is based on Kate mosses most iconic outfits from the past.

Feelings associated:
Cheeky, powerful, bold, reminiscent.

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Paid media -> Sponsoring the British fashion awards

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Paid media -> Sponsoring the British fashion awards

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Diet Coke sponsored the British fashion awards for this campaign and proceeded to Interview celebrities on questions to do with Diet Coke.

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Digital (& paid) media -> The campaigns video 

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Digital (& paid) media -> The campaigns video 

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This 15 second video helps to provide viewers with the basis of the campaign, product range and the connection Kate moss has to the collection.

It finishes with the sentence “collect them all”, emphasising the collectible nature of the collection and how each product design is different and stylish, attempting to create the desire to have them all in the user.

“Love what you love” is the slogan to the campaign and even though this video has no dialect, it is clear that it is putting across the ideas:
1. Kate enjoys this product
2. The products are an extension of her (matching outfits to the coke cans)
3. Her success is alluded to, and her endorsement of the product is clear.
4. The products are collectible and specially designed to be stylish and personable to Moss.

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Diet Coke by Kate Moss. Love what you love.

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The partnership is on both the kate moss’ modelling agency page & the Diet Coke UK page, making this partnership clear through promotion.

The hashtag #lovewhatyoulove has 14 thousand posts, features paid celebrity endorsement, and a lot of people who have bought the products and shared their experience on Instagram.

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This campaign aims to draw in the fashionable;
1) this is highlighted by the sponsorship of the fashion awards (and the use of one of the world’s most iconic fashion icons).
2) Also highlighted by the unique and funky decoration of the cans
3) targets existing Diet Coke consumers, and tempts them to ‘collect them all’ or try win the prizes found hidden on the cans.

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Humorous billboards representing the character

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Relatable content tied with the show

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Thing released to the public in NYC scaring its viewers in real life

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Wednesday's own show is officially now on Netflix

What consumers are they targeting?
- Targeting a wide range of consumers using different tactics to target different consumers. The billboards which are also posted on both Netflix's and Wednesday's social media to reach a wider audience as well as returning Netflix customers.
What kind of campaign?
-Product launch
What is the feeling?
-Scary but interesting, exciting, experimental

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Ways this campaign encourages repeat purchases:

1) Collectable products because of different designs (based on different iconic looks from Mosses’ past)
2) prize winners -> the campaign promises that there will be 1,000s of ‘winners’ who will receive prizes selected by moss

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In collaboration with family horticultural business Les Fleurs de Paul, Jacquemus had launched a pop-up boutique in the 18th arrondissement of Paris – the former artist's village once inhabited by the likes of Picasso and Dali. Named as Les Fleurs, the flower shop offered exclusive floral arrangements via click & collect or home delivery.

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What is the message the brand wants to convey?

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What is the message the brand wants to convey?

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This boutique is also an opportunity for the designer to promote more responsible manufacturing methods and also to encourage up-cycling. Wrapped up in Jacquemus fabric from previous collections, each bouquet is unique and highlights a certain commitment to the environment, whilst giving a second life to these materials.

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Pop up boutique

The main pr part of the campaign

Social media

The campaign went viral across the internet, as the world were still stuck in the pandemic, people were craving for the physical touch with the brands, especially in the beginning of spring.

Interactive

By using the fabrics, in which each bouquet were wrapped up, consumers had possibly to create/design their own clothing under the brand Jacquemus.

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Who is the consumer they are targeting?

By launching the floral boutique, Jacquemus created the product that a bigger audience could approached. As being a part of the luxury fashion market, not everyone can interact with the brand’s product. And some people do not feel comfortable with entering the luxury store. The campaign helps to convey the brand’s message: to break the boundaries in the luxury world.

Moreover brand target its own consumers and encourage them to focus on up-cycling fashion and take care of the nature more cleverly.

What kind of campaign is it?

Brand awareness campaign

What is the feeling you associate with the campaign?

Joy, excitement, engagement