1 minute read
07 strategy
from Marketing Proposal
by alexiseileen
Messaging
To encapsulate the idea that the clean girl aesthetic is not just for the skinny, white, acne-free, wealthy girl, we decided to name our overarching campaign, Clean Is Inclusive. Clean Is Inclusive succinctly sums up our campaign’s overarching message that the “clean” aesthetic is and should be for everyone – not exclusive and ignorant of consumers and makeup lovers from diverse backgrounds.
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Potential taglines and messaging that will accompany our overall campaign #CleanIsInclusive include:
Formulated With Clean Ingredients, Made for All Clean and Universal – That’s Our Type Clean Girl Tower 28 Aesthetic
You CAN Sit With Us – Clean is for Everyone
All of these taglines were created with the intention of illustrating that Tower 28 is expanding and redefining the “clean” aesthetic to be inclusive of people with all kinds of skin types, body types, and different races, gender, and sexualities.
ProMotional strategy
Our four-fold promotional strategy includes the following integrated brand promotion tools: influencer marketing, a college brand ambassador program, experiential marketing through pop-up shops and brand partnerships, and sampling distribution via subscription boxes.
