PR CAMPAIGNS
Below is a collection of snapshots from strategic PR campaigns that I have created, working closely to a specific brand and their brief, in a professional context and layout.
SIZE? X NEW BALANCE
A ten-slide pitch deck on a live brief between size? and New Balance, to update the marketing and communication strategies for the 'Made in UK' Spring/Summer '23 product in the UK, using a size? vehicle. In order to raise the MiUK line to the size? consumer, I wanted to use the existing community characteristics and opportunities from both brands to reflect their synergy.
I developed the concept "What's Your Balance?" with a social media campaign in mind. It is a highly participatory campaign that utilises a swipe questionnaire to categorise consumer lives into one of five personalities. The marketing strategy, which specifically targets Gen Z, intends to draw interest in the more expensive collection among a group of consumers who may not have previously looked into purchasing from.The campaign incorporates the community chat forum 'True Balance' to bring like-minded people together and foster a sense of community among sneaker-heads.
ADIDAS X PHARRELL
A four-slide mini deck on a constructed campaign for a new envisioned collaboration between Adidas and Pharrell can be below. As a continuation of their past collaboration collections, I wanted to focus on Pharrell's signature Fedora hat and how it might be blended into Adidas's brand. I gained creative abilities that I can use to future requirements after learning how to construct a professional promotional campaign presentation.
SALISA SCARVES
Within my work experience at Salisa Scarves, I created a new PR strategy, analysing their current social media account, researching competitors, and devised a clear set of objectives to reach their goal. Planning an entire shoot to capture their latest collection, I was the creative director and photographer, using my Adobe Photoshop skills to edit the images, before they went live on their website. In this role, I learnt how to build on my prior creative skills, as well as learning how to organise and direct a photography shoot.
ELSIE + FRED
Within the PR and Media module, I grew my understanding of industry practices, techniques, and principles concerning contemporary modes of fashion communication and promotion. I ideated and produced a promotional campaign concept, to demonstrate my strategic campaign planning skills and tactical content and asset creation abilities, aimed at Elsie & Fred, a small fashion brand. The objectives of the campaign were to stimulate behavioural change in the Gen Z audience, by introducing and selling the idea of conscientious sustainable fashion as an attractive lifestyle proposition. For this I created the concept "Create. Don't Copy.", as a platform for independent sustainable designers to raise industry issues collectively, as well as a supportive community of conscious consumers who purchase with a real purpose.
BIANCA SAUNDERS
This unit explored how brands develop their communication tactics in response to the advances in digital technology. We were divided into small groups and each assigned an emerging UK designer who showed at London Fashion Week. Therefore we reinvented Bianca Saunders' A/W20 launch, through a communication campaign, taking into consideration the impacts of COVID-19. As a result, I developed a better understanding of how fashion brands deliver their key messages through both their internal and external digital platforms.
END. CLOTHING
After learning the fundamentals of public relations, I learnt about the core formal and tacit communication skills of a public relations practitioner in industry, such as how to create social content, promotional planning, how to influence and pitch, developing my confidence in presenting and client-facing skills. Working alongside the live brief with END. Clothing, we were tasked with creating a well-researched PR campaign about them, alongside an AIDA analysis on a chosen brand collaboration.
BALADE
Within the PR & Branding in the Fashion Industry module, I explored the theories and principles behind public relations and branding, and was given the students the opportunity to develop a brand concept. I was tasked with creating a brand for skatewear sector, with the target audience of teenage girls, and so produced a communication campaign in order to launch 'Balade'.
