aim- Create a campaign that is shared by a mass females audience to visually show the support and need of women pockets, which then is shared to brands with the aim of effecting their clothing items. Change the brands views on women not needing or wanting pockets due to their having bags, giving the consumer a campaign to voice their views.
To be successful campaign needs to be shared by the consumer, to do this the campaign has to be built around producing an item they will want share. The market therefor is the consumer, as it must appeal to them primary to raise the support/ response.
The brands targeted for this brief is high street stores, aiming at TOP SHOP, RiverIsland, H and M and NewLook. To change these brands view, their customer based needs to be the primary shares/supporter. The outcome must aim to appeal to their market as to convince they to change.
As the brief targets female clothing items, the target market is females. The brands need to see the consumer are angry and what they want, therefor this is market that needs to share and support the campaign. This is also the target age market of the brands that are being targeted.
age, 13-35, generation z
Most females start buying their own clothes, and developing an interest in their style when they start secondary school. This is age 13 upwards. This is also the age that social media accounts, like Facebook, Instagram and twitter have to be, therefor targets the users of these sites.
The brief must work for it's platform users, this has been selected as social media. Social Media sites used primary by 13-35 year old this campaign should be built for them. The campaign should be designed to appeal mostly to the younger more socially active audience as to increase the likeness of shares/post, but make sure it does not distance the older audience as this also an issue for them. Should appeal to all age ranges but focusing on the social media generation. The research include views from a range of age groups, but the focus of the post was from 13-35 year olds. This is also the target age market of the brands that are being targeted.
sexuality, non
Not relevant to this brief, should appeal to every sexually. The outcome should be aware socially and ethically aware as not to offend. This is also the target market of the brands that are being targeted.
interests, heavy interest in clothing/trends/social media presence/looking cool, pop-culture
As the brief is related to clothing it should target those who have a similar interest, the brief needs appeal to those who will support the issue therefor have experiences this.Also due to their age will care heavily who other perceive them in person and also on social media. They will care about what is seen as 'cool' and trendy as to impress their peers. The brief needs to be aware of current trends, and be up to date with current styles as to appeal to this market.
-Current social media trends should be studied
-current style trends
disposable income, low
As research the disposable income of social media main market is low. The high street shops also target a lower budget consumer. Due to this any pricing in this brief should be kept as low as possible to appeal to the audience.
social stance, activism
Research portrayed as a feminist issue, many people resorting the issue to sexism. Therefor the campaign must stick to feminist principles, making sure it does not offend ect. The target market will have a keen interest in feminism and activism.
social media use
HEAVY
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