SOS Activewear Campaign Deck

SOS ACTIVEWEAR

SOS Activewear

Brand Misson and Values

Established in 2018 by owner Bronte, SOS Active Wear is a small, premium, sustainable activewear brand whose mission is to help the planet recover from the overconsumption of clothing as well as the plastic crisis. Being a sustainable brand, Bronte aims to maintain the premium style and quality by working with an earthy colour scheme whilst working with sustainable materials such as recycled nlon. SOS are committed to ethical working conditions and fair pay standards; ensuring plastic free products and carbon neutral deliveries. Merging fitness, mental wellbeing, education and our planet, SOS is eager to maintain a strong bond with their customers through their brand values.

Generation Z

The campaign will be centred around the Generation Z Audience who have become an influence to how we relate and consume brands today. They value both individuality and the freedom to express themselves without the need for labels as well as wanting to solve conflict and improve the world. This generation has been born and raised by the development of social media and the internet and are known as the future of retail by 2026 due to being technological advanced. Over 81% of Generation Z state that platforms Instagram and YouTube are their go to social media platforms. Diversity is a large demand within Generation Z as they want to see realness and inclusivity through different body types, genders, sexual orientation and race. In particular, Generation Z care about the brands focus and mission creating transparency and a closer bond with the consumer.In relation to SOS Active wear, in order to target their activewear to Generation Z the brand must create engaging content which are not advertisements as they want to learn something new whilst engaging and creating a bond with the brand. Another way SOS are already connecting

to Gen Z is through young influencer ambassadors. These ambassadors are working closely with the brand to produce livestreamed workouts which are closely interacting with the young consumers making them feel valued as customers as well as it shows the brand values of SOS being welcoming and cares about mental wellbeing. This gains a sense of trust already between the brand and customers as they are able to form a fitness community.

To increase SOS product sales by 4% through the SOS website

UR OBJECTIVES

3

To increase social media followers by 500 from May to August.

To increase their viewers on SOS Activewear’s livestream workouts by 100 in the next 3 months.

To create a 5% increase in regards to their press coverage.

Concept Of The Event

The event will be situated on Porthurno Beach in Cornwall on the 8th June 2022 on World Oceans Day with the aim to not only promote the brand but also educate one another about sustainability. During the event, attendees will take part in a range of pilates workouts whilst wearing SOS Activewear with Verity Bowditch, who is an ambassador for SOS Activewear as well as a pilates instructor. The aim of the workout is to both encourage to focus on mental wellbeing, but also to encourage attendees to try the products themselves as a form of product promotion. After the pilates, there will be a range of sustainability talks by Bronte the owner and Beach Guardian who educate, and edgage about plastic pollution. This promotes the brands missions and values.

PILATES AND SUSTAINABLE TALK EVENT

The official event will take place on the 8th June 2022 which is also known as World Ocean Day. I have chosen this day as SOS Activewear’s mission is to help save the ocean from the overconsumption of plastic, it will reflect their values and mission as a business towards the attendees. Therefore, the event will be taking place on Porthurno Beach in Cornwall as it is not far from London and it is a tranquil beach. During the event, SOS are going to get Verity Bowditch to produce a Pilates workout on the beach to the attendees who will be copying her. SOS will be producing a Pilates workout, as Verity produces Pilates workouts live on Instagram so it will create a familiar face for the attendees. Due to originally hosting livestreams, the event will also be livestreamed on both SOS Instagram account and on Verity’s so customers who are not at the event and new customers who have joined from the press release can also partake in the event. After the Pilates event, there will be key talkers including the owner of SOS Activewear Bronte and father and daughter duo from Beach guardians who will talk about how to become more sustainable and how you can help which not only links to the World Ocean Day but also the brand values of wanting to helps save the planet from overconsumption of plastic.

“I am thrilled that this event is finally taking place merging my love for fitness, sustainability and my growing brand. Verity Bowditch and Beach Guardian encapsulates everything SOS aims to be perceived as a brand, with their passion for change within the environment andtheir self-confidence. I am excited, as the owner of SOS Activewear, to see where this event takesus.”

Bronte, Founder of SOS Activewear

PRESS RELEASE

“At Beach Guardian, we have worked with a range of small and local independent companies. Collaborating on this campaign event with SOS Activewear is an exciting experience for us. Bronte has great aims and comfortable clothing which makes you feel empowered to wear. We are excited to chat amongst like-minded people very soon!”

SOS Activewear are going to use a press release for their Sustainability talk and Pilates event on the following media platforms: Evening Standard, Hello!, Health UK, The Cornish Times, Cosmopolitan UK and Vogue UK in order to create immediate exposure. I have chosen a mixture of local London and Cornwall online news website due to the event being in Cornwall and the brand being based in London. I am also going to publish the press release in both Hello! And Health UK as SOS have already been featured on their online platforms. Lastly, I have chosen Cosmopolitan and Vogue UK to also feature the press release as Generation Z primarily ready those two magazines; attracting a larger audience. This press release will provide authenticity to the brand as it shares the important information about the event such as the location, who are the key speakers, and the location of the live streamed event. The aim of this press release is to create a 10% increase on the livestreamed event, who are unaware about the brand.

Emily Stevenson, Co-founder of Beach Guardian

1st May contact Cornwall council about doing the event on the beach and contact Beach Guardian and Verity Bowditch

6th May buy an event shelter and contact Stage Hire Events to hire a portable stage and other equipment

TIMESCALE

10th May press release is released to the press

18th May attendees will first recieve a recyled card invitation

8th June SOS Activewear Beach Pilates and Sustainability Talk event on Purthurno Beach

1st June attendees will recieve a reminder invitation through email

Takeaway of the event

SOS Activewear will need to monitor and analyse the growth of their social media accounts especially their Instagram by 100 views in three months, products sold through their website by 4% and through their social media by 6% as well as how many people are attending their Instagram Live workouts with Verity Bowditch, increasing by 100 in 2 months, to determine if the event and press release has positively impacted the overall growth of the business giving them more brand awareness. If the campaign is not successful, SOS could research into hiring larger and more well-known influencers, who Generation Z admire to produce product marketing to rise their brand awareness.