CLIENT: Ralph Lauren
DESCRIPTION: Announce the new “Birds of a Feather” capsule collection in collaboration with Billie Eilish, exclusively available on ralphlauren.com
TAGLINE: No cages. No compromises.
Who is our target audience?
- The target audience for this campaign is older Gen Z (18-24) and Young Millennials (25-29), skewing female. This age range intersects with Billie Eilish’s core fan base, while also likely having disposable income to spend on luxury goods. Psychographically, the target is aware of trends and active in online discourse and on social media. They are independent creatives that are fans of music, culture, and fashion.
Where will this ad appear (i.e., OOH, online, print media, etc.)?
- This campaign will appear in print, paid social, and OOH. The fashion industry has a particular legacy to debut collections through print media, therefore the ad will appear in traditional fashion magazines. Furthermore, Ralph Lauren has social media accounts on Instagram, TikTok, and X. Its most engaged platform is Instagram which also has a high reach to the target audience, therefore paid ads will also premiere there. Lastly, the campaign will be distributed through OOH billboards and bus stops in urban areas globally, where the target audience is likely to live, commute, or shop.
What is the goal. (i.e., increase awareness, sell product, improve image)?
- The goal of this campaign is to sell and increase awareness for the new Billie Eilish capsule collection. Furthermore, the campaign will double as a method to increase future purchase consideration and boost cultural relevance for Ralph Lauren in a younger demographic.
Why do we need this ad?
- Ralph Lauren needs to show it is changing as the world changes. It already has a strong style legacy and a commitment to sustainability, but these qualities tend to be overlooked by many younger consumers. The brand needs to increase its relevance with a consumer group that will soon become its primary target, as its current audience ages out. Collaborating with Billie Eilish will serve as an unexpected collection that will bring Ralph Lauren into the cultural zeitgeist with an emphasis on the creative innovation and quality that this brand has pioneered for generations.