McQ x Billie Eilish: Concept & Online Communication Strategy

concept communication strategy

in collaboration with Billie Eilish Fleur Borst

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04

McQ is the diffusion line of Alexander

The concept plays an important role in

McQueen and caters to the target

bringing awareness for mental health

group: the Ironic Tortured E-Teens.

issues followed through dark feelings by the tragic story of Lee Alexander

This book will showcase the concept,

McQueen.

translated through an archetype pop-up collection and communication strategy

Darkness translated through irony and

of the brand McQ in collaboration with

fantasy together with Billie Eilish.

the artist Billie Eilish.

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content

content...

07.

09.

13.

15.

17.

cause & goal

21.

23.

insights

27.

29.

41.

flowchart

overview the concept meet Billie Eilish collection

key insight / strategy

online phases future strategy

cause & goal ...

cause

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goal

2020. Ten years ago, Lee Alexander

create brand awareness for McQ with the tragic and dark story of Lee

McQueen took his own life.

Alexander McQueen.

It was fashion’s first high-profile suicide.

Lee Alexander McQueen committed

by stimulating and sharing inner dark thoughts & feelings through the reasons

suicide because of his work pressure

why Lee Alexander McQueen committed suicide which merges with Billie Eilish

which created anxiety, a depression and

and her music.

therefore an addiction to drugs.

while inspiring, stimulating and connecting with the target group ‘The Ironic The mental health should take priority

Tortured E-Teens’.

over deadlines and quarterly results.

It should take priority over everything.

The glamorization of toil has carried on and nothing much changed.

The awareness levels for mental health is still not high enough.

By working with these type of artists like Billie Eilish and infusing music as a medium in creating new collections through dark, but beautiful archetypes together with online branded content, McQ will stay true to their brand image and heritage, but at the same time create awareness with a new target group and their primary influences.

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x

Based on archetype moods within mental health.

‘anxious fantasy’ archetype In collaboration with Billie Eilish on a regenerative and vintage basis.

communication by...

a concept by...

Ironize inner darkness to create a light blur of fantasy and reality.

a pop-up collection

starting with...

‘my strange feelings...’

translated through...

overview...

a social media strategy Through our main channels Instagram and TikTok.

concept

the concept...

‘my strange feelings...’ ‘my ‘my strange strange feelings...’ feelings...’

Ironize inner darkness to create a light blur of fantasy and reality.

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new to everything and experiencing for the first time.

We’re being ignored and it’s so dumb.

We know everything.” - Billie Eilish.

Meet Gen-Z queen; Billie Eilish Pirate Baird

Behind her appearance and the reason she

O’Connell, 18 year old American singer and

expresses herself in a certain way, are reasons

songwriter from Los Angeles, California and the

which occur to her mental health issues from

most influential artist of her generation with

her past and present such as anxiety, panic

a following rate of 63 million at this point and

attacks, depression, body dysmorphia,

critical, but successful hits like ‘’bury a friend’’,

Gilles de la Tourette and synesthesia.

‘her refusal to conform

‘I don’t care what you don’t like about me. I care what I have to say. ‘

“People underestimate the power of a young mind that is

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‘part of Eilish’s appeal as a Gen-Z star is her attitude.’

meet billie eilish...

‘’when the party is over’’ and ‘’bad guy’’.

Billie Eilish is very gender-fluid and has songs with lyrics and music videos which show social issues that her generation feels on a dark, sinister but ironical way with certain strange fantasies.

makes her a voice of a generation that

desires authenticity above all. ‘

collection...

mood... 18

collection brief

comfortable: the reused fabrics and materials

No more ‘fashion’ seasons. just archetypes.

-

With this decision we contribute to a sustainable

need to fit easily and relaxed, like hoodies, sweats,

and a non fast-fashion industry.

soft fabrics. Re-used modern day streetwear created for our target group. The target group

McQ offers pop-up collections in collaboration with

needs to feel comfortable while wearing the

music artists. The theme of a collection will be an

collection.

archetype. Archetypes within dark or sad feelings.

-

Our first pop-up collection is in collaboration with

and working with an artist the target group

Billie Eilish: ‘anxious fantasy’.

desires, emotional value for the collection will rise.

emotional: through the concept, archetypes

By purchasing your item, you’ll feel connected with The collections will exist of reused materials and

our brand, the artist which we collaborated with

items from our main brand Alexander McQueen,

and the link between brand and artist; the

personal items of Billie Eilish herself which she

concept. Expressing your strange feelings by

agreed to use for the collection and merchandise

wearing our collection.

items of Billie Eilish and next to that the other

-

fabrics and materials that will be used, will be

chain and production abroad, we want to

reused or deconstructed from other items to

contribute to a sustainable and transparent

create something new.

fashion industry. The collection will exist of 20

insubstantial: to decrease the production

items and per item there is limited availability.

This (collection) concept is meant for awareness, not sales.

[archetype]

anxious fantasy

(key) insights

insights...

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trend

brand

Mental health awareness and purposeful marketing.

In an open time, where you can talk about many

McQ. The diffusion line of Alexander McQueen

In a time where mental health issues like

things, mental health issues often remain a taboo,

to reach a younger market throughout the

anxiety, panic attacks, depressions, stress are

especially for the people who experience this

vision and heritage of Lee Alexander McQueen

mainly caused by social media. Generation Z is

themselves. It’s rather not be shared, because they

himself. When Lee Alexander McQueen passed

very much affected by this and has a high

feel that this can make them appear as unstable,

away ten years ago, Sarah Burton became

expectation pattern of itself. It’s a generation that

while it is the most normal thing in the world

creative director of Alexander McQueen and is

values an authentic story with a purpose which

nowadays.

mainly focussed on the design, craftmanship,

they believe in.

target group

fabrics with a feminine feeling.

The rebranding and resurrection of McQ plays an important role in re-establishing Alexander

The ‘Ironic Tortured E-Teens’ love to use dark

McQueen as the avant-garde and experimental

humour to be aesthetically dramatic.

brand it was, among the younger target group:

Because of their excessive social media use,

The Ironic Tortured E-Teens.

market Of course there are brands that embrace mental

the pressure can take its’ toll and mental health

health issues, but these type of brands are making it

issues find their way to the target group.

seem like they’re your psychologist. That it’s all ‘‘not

Longing for more light, funny and less perfect

that bad to feel whatever you need to feel’’ and

content like TikTok, this target group is open

sugarcoat these type of issues and feelings.

and focussed on transparency within this matter.

With McQ we express the fantasy of darkness and

They feel like talking about their mental health

stimulate you to feel and experience these feelings

issues might be stupid and makes them look

and thoughts like it should be, in your darkness.

unstable, but still feel the need to express themselves in this type of feeling and thought.

Because darkness is beautiful.

key insight...

strategy...

fact The primary

observation

influences of generation Z are music artists.

Music helps generation Z as a coping method

insight

with their mental health

Generation Z loves

issues, because they

music and it helps

are afraid to talk about

them to relate and

it, because ‘’it might

cope with certain

make them look

dark and sad

unstable’’.

feelings.

Through music they

so, how?

can relate to songs and

Relaunching McQ with the concept ‘’my

The concept will be executed through mental

lyrics which make them

strange feelings’’ light will be shed on dark

archetype themes, such as ‘anxiety’,

feel understood.

feelings and thoughts through collaborating

‘depression’, ‘nightmares’, ‘sadness’ etc.

with Billie Eilish to reach the target group

These archetype themes will be executed

‘’Ironic Tortured E-Teens’’.

in the collection and online branded content

key insight

through social media channels such as Instagram, TikTok and the McQ pop-up

High-end brands such as Alexander McQueen should focus through diffusion lines as

website. Every collaboration with an artist

McQ to invest in this younger target group through music and collaborate with artists

will be focussed on one of those archetypes.

the target group loves. In this way a more emotional and real brand experience will

Starting with ‘anxiety’ through the translation

be created, because of a role model with a true and authentic story.

of Billie Eilish.

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communication strategy

Within this phase, the teasing starts.

Or as we call it; the thinking.

McQ has risen.

: posts/stories/IG-TV. : short funny video.

Through the website of McQ , TikTok and Instagram of both McQ and Billie Eilish, teasers will be posted to let you think about how you feel.

Within this phase, the introduction of the collaboration starts.

McQ has risen again and collaborated : posts/stories/IG-TV.

with Billie Eilish.

: short funny video.

Through the official website of McQ you will be connected to the pop-up website where the first drop of the collection between McQ and Billie EIlish will be available therefore,

3. expressing phase

28 2. feeling phase

1. thinking phase

flowchart...

The first archetype collection ‘‘anxious fantasy’’ in collaboration with Billie Eilish is live and ready for purchase and awareness.

IMPORTANT: this online communication strategy is focussed on awareness. not sales.

Only limited items will be available with this drop of the collection.

possible customers can enter the popup website if you’re a

or

user,

since the password will only be a

: posts/stories/IG-TV.

: short funny video.

valid TikTok/Instagram username.

Bought something? pop-up website link: bio of

and

and in the

swipe-up of IG-TV 2.

how to enter the pop-up: a valid

or

username

will be the password.

Order confirmation through DM of

or

with the suggestion

if you want to post your purchase with the caption ‘‘bought my anxious fantasy’’, #McQ, @mcq_alexandermcqueen

First thirty purchases win access to a private IG-TV 3 (which goes public later) where Billie Eilish performs the used song in this communication strategy: ‘‘you should see me in a crown.’’

One consumer can win a live session with Billie Eilish through the account of McQ on

to talk about anxiety.

online phases...

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phase 1: thinking Phase 1, the ‘thinking’ phase is all about creating thoughts and curiosity about McQ.

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1

For the brand’s resurrection with this online communication strategy, to catch the target group’s attention, it is important to really make them think about their feelings because of McQ’s online content.

It will be a moment of realization about their feelings and of McQ with the question: What has Billie Eilish to do with this brand? What will it be about?

Instagram

IG-TV / Spotify

On the Instagram of McQ and Billie Eilish

The first IG-TV will be launched on the

one-word questions like ‘‘sad?’’, ‘‘anxious?’’

profile of McQ.

and ‘‘dark?’’ will be posted. Because of

Billie Eilish will describe in a 3 minute IG-TV

Billie Eilish her huge following rate

how she copes with anxiety and what

Sponsored

(63 mln) and McQ’s target group which

anxiety means to her. At the end of the

mainly follows her, the exposure and

video she will tell that music is a part of her

curiosity for McQ will rise.

coping method and that there’s a playlist

The caption of the post will say: ‘‘so,

created by her for McQ on Spotify.

how’re you feeling today?’’

A swipe-up link to the ‘‘anxious fantasy’’

#resurrectionisreal #McQ and Billie Eilish

playlist on Spotify will occur as she

will also tag @mcq_alexandermcqueen.

announces the music list at the end of the

Sponsored Instagram-stories of McQ will

IG-TV.

also appear with the one-word questions ‘‘anxious?’’ by McQ.

online phases...

32 (pop-up) website

phase 1: thinking

Because of the communication through the Instagram of McQ and Billie Eilish, the curiosity to the website arises. The link of the website is not shown anywhere within this phase, but if

TikTok

somehow the target group reaches the website, the same one-word question will be shown.

The first TikTok videos will be posted on the TikTok profile of McQ.

The first video is the video with the one-word questions ‘‘sad?’’, ‘‘anxious?’’ and ‘‘dark?’’ occur together with the logo of McQ and the caption ‘‘so, how’re you feeling today?’’ #resurrectionisreal #McQ with a song of Billie Eilish: ‘‘you should see me in a crown.’’

This song was the main inspiration for this concept and therefore will be used in this communication strategy.

Next to that a short, funny video will be posted where Billie Eilish will show what she feels when an anxiety attack happens, with the caption ‘‘does the anxiety create the fantasy or does the fantasy create anxiety?’’ #anxiousfantasy #McQ

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3

online phases...

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phase 2: feeling 10k

Phase 2, the ‘feeling’ phase is all about creating feelings in line with McQ.

2

The word is out: McQ has risen again and collaborated with Billie Eilish.

Through the official website of McQ you will be connected to the pop-up website where the first drop of the archetype-collection between McQ and Billie EIlish will be available. The real relation with the target group starts. they will feel connected through the archetype theme ‘‘anxiety’’.

The experience around the collection should feel bold and emotional.

Instagram

IG-TV

On the Instagram of McQ and Billie Eilish

The second IG-TV will be launched on the

the collaboration will be posted and appear

profile of McQ.

in sponsored stories. Billie Eilish will also post a story with a swipe-up link to the

Billie Eilish will describe in a 5 minute

pop-up website.The link to the pop-up

IG-TV how she thinks about sustainability

website will be available through the bio of

and the world today in line with how to be

McQ’s and Billie Eilish’ her Instagram.

sustainable with clothing.

Therefore she will show which personal items she dedicated to the archetype collection and what these items meant to her.

billieeilish

1u

Sponsored

online phases...

36 (pop-up) website

phase 2: feeling

The link of the pop-up website can be found in the bio of the Instagram profile from McQ (@mcq_alexandermcqueen) and Billie Eilish (@billieeilish) together with the sponsored story from McQ which

TikTok

shows a swipe-up link. Billie Eilish posts a personal story too with the swipe-up link to the pop-up website.

The second TikTok video will be posted on

When the target group enters the pop-up website they will read that they should enter a password, which will

the TikTok profile of McQ.

be a valid Instagram or TikTok username of themselves.

In this way, the pop-up website stays ‘exclusive’ for the target group which provokes their interest while

The second video will be a short, funny

engaging with the brand. They want authentic and exclusive which will be served in this way.

1

video of Billie Eilish where she shows how

8006

to be sustainable with clothing and which personal items she choses to contribute to the ‘anxious fantasy’ collection.

love sustainability guys!!

@billieeilishpirate #anxiousfantasy #McQ

love sustainability guys!!

online phases...

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phase 3: expressing Phase 3, the ’expressing’ phase will be about our target group expressing

10k

2

themselves in an item of McQ’s latest collection.

The pop-up website is available for consumers which used their Instagram or TikTok username as their password. If they purchased an item, the order confirmation will be send through DM with the question to post their purchase on Instagram or TikTok using our McQ filter with the caption ‘’bought my anxious fantasy’’, use the hashtag #McQ and tag @mcq_alexandermcqueen and @billieeilish with the song ‘you should see me in a crown’ by Billie Eilish.

Instagram

IG-TV

On the Instagram of McQ and Billie Eilish

The third IG-TV will be launched on the

the collaboration will be posted and appear

profile of McQ after the first thirty

in sponsored stories like in phase 2.

customers had their private concert where

McQ will post a story with Billie Eilish and

Billie Eilish performs one song through the

a swipe-up link to the guidelines of winning

website.

a live Instagram session with her to talk

After a week this short, live concert will

about anxiety.

be posted as the third IG-TV, where Billie Eilish will wear a McQ outfit of the latest collection.

Sponsored

online phases...

40 (pop-up) website

phase 3: expressing

When you purchased item(s), you get your order confirmation through the DM of the social media channel which you used as your username, so Instagram or TikTok.

TikTok

We choose for DM and not e-mail, because the DM reaches the targetgroup in a better and more personal way.

The third TikTok videos will be posted on the TikTok profile of McQ.

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16k

The third video will be a short, funny video of Billie Eilish changing her McQ outfits from the latest collection in the ‘jumping mode’ and dares the target group to share their McQ outfit too with the following hashtags and tag: #anxiousfantasy #McQ @mcq_alexandermcqueen

Instagram McQ face-filter

love sustainability guys!!

10k

future strategy...

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collaborations Our future strategy will consist of working with music artists that are a primary influence for our target group. The collection’s creative will always be about mental, dark and ironic archetype-themes like ‘‘sad butterfly’’, ‘‘happy nightmares’’ which are linked to a music artist who shares her/his story

@themarias

@theweeknd

@fkatwigs

@noahcyrus

Below the music artists we will work with in the nearby future.

@charli_xcx

throughout McQ.

sources...

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cover

the concept

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