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UNDISCLOSED SPORTS BRAND IG STRATEGY
/ Creative Strategy;
// RFP for Facebook Paris
/// Visual design, Copy;
These two proposal were developed for a Facebook/IG client*.
Brief: There's a sports brand that likes to set trends rather than follow them. And they want to own the city of London. As a brand it naturally appeals to a younger audience (18-24). How can this sports brand leverage Facebook and Instagram to connect to this community?
/ Creative Strategy;
// RFP for Facebook Paris
/// Visual design, Copy;
These two proposal were developed for a Facebook/IG client*.
Brief: There's a sports brand that likes to set trends rather than follow them. And they want to own the city of London. As a brand it naturally appeals to a younger audience (18-24). How can this sports brand leverage Facebook and Instagram to connect to this community?
What ideas will resonate enough to stand-out in this competitive landscape? Can you create an idea big enough to enable this sports brand to truly own the streets? To connect and inspire everyone from ambitious wannabes to successful maverick entrepreneurs?
* please note a fake brand is substituted here for an undisclosed European sports brand.
INTRO & RESEARCH
CAMPAIGN ONE ‘ITS OK UK’
Targeting TWO main archetypes:
The Hero, who rises to the challenge. They protect and inspire. They sell the power of self-belief and transformation. They triumph over adversity. There is a strong moral imperative and strength to the Hero.
The Everyman, who allies themselves to families and multiple cultures. They bring safety, reliability, trust and comfort to a mass market.
Concept/ Storytelling:
Unite Brits after Brexit;Highlight what it means to be a Brit:common goals;common purpose;shared environment;belonging together;Showcase what is best/beloved in Britain:sports (football, rugby);British traditions (tea);places (Picadilly);faces (soccer fans, Queen);traditions (tea).
The Hero, who rises to the challenge. They protect and inspire. They sell the power of self-belief and transformation. They triumph over adversity. There is a strong moral imperative and strength to the Hero.
The Everyman, who allies themselves to families and multiple cultures. They bring safety, reliability, trust and comfort to a mass market.
Concept/ Storytelling:
Unite Brits after Brexit;Highlight what it means to be a Brit:common goals;common purpose;shared environment;belonging together;Showcase what is best/beloved in Britain:sports (football, rugby);British traditions (tea);places (Picadilly);faces (soccer fans, Queen);traditions (tea).
Execution & Media:
Campaign will live on apparel, OOH and social media: OOH (billboards, street art);gear (tees, hats)retail (posters, skating stickers)events (concert, experiential)
On Instagram, fans will be invited to share their take on IT’s OK UK, using custom hashtags. Best posts will earn mention on brand IG and gear on brand site.
Brand IG account will create visual content to support campaign and FB account will aggregate images, copy and events schedule.
Campaign will live on apparel, OOH and social media: OOH (billboards, street art);gear (tees, hats)retail (posters, skating stickers)events (concert, experiential)
On Instagram, fans will be invited to share their take on IT’s OK UK, using custom hashtags. Best posts will earn mention on brand IG and gear on brand site.
Brand IG account will create visual content to support campaign and FB account will aggregate images, copy and events schedule.
