Communication plan for Céline

PART I

COMMUNICATION STRATEGIES Development of a communication strategy for the launch of our capsule collection.

The strategy must be developed on a three-month time frame, with a budget of 350.000 euros

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GROUP MEMBERS

Fashion Promotion Project | May 2020

INDEX OF FASHION ADVERTISMENT THIS IS THE TABLE OF CONTENTS FOR ADVERTISING CAMPAIGN: 1.1 ANALYSIS OF PRODUCT & INSTITUTIONAL COMMUNICATION 1.2 COMPANY HISTORY 1.3 COMMUNIATION MIX - PAST - NEW PROPOSALS 1.4 SOCIAL MEDIA 1.5 MEDIA PLAN & EDITORIAL STRATEGY

ISTITUTO MARANGONI MILANO

ANALYSIS OF PRODUCT & INSTITUTIONAL COMMUNICATION

ANALYSIS OF COMMUNICATION

Poebe Philo aesthetics for CELINE was chic and feminine but never without a touch of masculinity.

Declared by Vogue Magazine 2009 "Phoebe Philo brought a new touch to the brand creating functional clothing with a focus on materials and tailoring. (A similar core value and mission that was created within original designer Céline herself. ) The consistent message you receive from the campaigns from Philos time is strong, intipendent women. The women are most of the time alone, colourful and have relaxed or serious facial expression.

She was loved by the entire fashion industry and has made a lasting impression on Céline. She left the Maison after 10 years.

Hedi Silmanes debut collection SS19 for Celine was his chance to make a statement about how he will take the brand into a new direction. It was his chance to ‘’delete’’ the ‘’old celine’’ aesthetic created by Phoebie Philo.

Critics said the collection looked like a copy and paste from his previous work at Saint Laurent. It was neither an original nor.

Professional approach to the communication.

Silly copy and paste.

This an example of how not to change direction in terms of communication, because it did cause some damage to the brand

With the collection of FW 19/20 it becomes obvious which direction Hedi Slimane wants to follow. Celine’s heritage and history finds it’s way back. Slimane is finding inspiration in the archives and gives new life to it with his touch on it. Celine was founded in the 60s and was mostly popular then and in the 70s.

We know Slimane takes classic pieces and gives them an edge and Celine is no exception. We can see how he has mixed rock n roll with luxury.

It’s a balanced mix of what he did previously and last season. He has now established his style of communication.

COMPANY HISTORY

Source: fulloftaste.com/, flikr.com/

TIMELINE

COMMUNICATION MIX

Source: Instagram.com/ seelieknight

COMMUNICATION MIX product placements (current)

CELEB

CELEB

BRAND AMBASSADOR

The actress and activist stepped out in Paris wearing a flowy white Celine gown and the newest Triomphe bag, which was previously known as the box bag

CELINE introduced the first bag, 16, by Hedi Slimane. On Angelina Jolie and Lady GagaELINE’s headquarters and atelier at 16 Rue Vivienne, the bag’s design is based on the very Parisian way of carrying a bag. Their style and image is a good a

Celine announced the new face of its latest fashion campaign in Instagram in last Decamber: 18-year-old Noen Eubanks, best known for his lip-sync videos on TikTok. By this one move we can understand that this collab.

COMMUNICATION MIX product placements (current)

TV SHOW

MOVIES

Céline ''LUGGAGE'' Handbag Used by Octavia Spencer as Poppy Scoville-Parnell in Truth Be Told Season 1 Episode 3 (2019)

Celine Handbag Worn by Sanaa Lathan in Netflix Original Movie ''Nappily Ever After (2018)

COMMUNICATION MIX events (current)

RUNWAY Show Hedi Slimane is pushing the brands heritage in his most recent runway show. A Symbol for ''new'' Celine and the brands heritage is the Arc De Triomphe symbol.

COMMUNICATION MIX visual identity (current)

SoMe

STORE DESIGN

Social Media remains minimalistic and showcases the quality and style of the products close-up

Hedi Slimane carries out interior revamp of the Celine stores step by step, to achieve the most pleasant shopping experience appropriate to the current brand image. Hedi Slimane's goal is it to make every store to an individual museum of fashion by modern unique art objects and from Hedi designed furniture.

COMMUNICATION MIX (my proposals)

RUNWAY

Invest more in creativity for fashion shows. I would recruit Es Devin to design a runway show. She is featured on the Netflix show ''The Art of Design'' and has designed stage designs for Beyoncé,The Weeknd, Louis Vuitton and many more.

PACKAGING

New updated packaging. We want the Celine packaging to be something costumers don't mind having on dispaly in their closet. A good example is packaging by Hermès.

BOOK RELEASE

Celine has grown alot over the past decade and it is about time for the brand to release their own book. We belive it is time for people to get to know the entire story behind the brand and it's founder, Celine Vapiana, which remains unknown by the public at large..

COMMUNICATION MIX - my proposal of Testamonials

PRINCESS NATHALIE OF SAYN-WITTGENSTEIN BERLEBURG

BELLA HADID

ANGELINA JOLIE

COMMUNICATION MIX - my proposals

SoMe & EDITORIAL

WEBSITE

A private page on instagram called @ oldceline has over 300k followers. We are to promote the new era of Celine and create an instagram page called ''New Celine'' and promote the heritage of the brand as well as the new vison for the brand by Hedi Slimane. Visit instagram.com/newceline__

Promote the vision and campaign in a more efficient way on celine.com Celine is not big on social media and uses their website as a primary communication platform. Update the UX and make it more user friendly.

SOCIAL MEDIA STRATEGY PROPOSAL FOR THE LAUNCH OF OUR CAPSULE COLLECTION

NEW CONTENT STRATEGY This strategy is not only for our capsule collection, it is something real that we would like to see CELINE actually follow, to generate engagement and relative, meaningful content. We build our content on three recurring themes. These themes are a mix of content that supports our goals and creates the right kind of context for our brand.

craftmanship

la diva

Withing this theme, CELINE can be transparent, showing the process and heritage behind each step, detail and decision for the bags - Longterm value

Who is the CELINE woman? Through these posts we can share the new direction of the brand and communicate with our target in a more direct and creative way. Building a community around the brands values belongs here - Longterm value

aesthetics This theme's purpose is to build engagement around the brands aesthetics and create a following inside and outside the social platforms. Being up to date with social media trends and challenges is also a part of this theme - Short-term Value

NEW CONTENT STRATEGY ''NEW'' CELINE

A private page on instagram called @ oldceline has over 300k followers ''in remembrance'' of Phoebe Philo's work. We want to promote the new era of Celine and have created an instagram page called ''New Celine'' to promote CELINES new vison, new creative director Hedi Slimane & aesthetics of the brand.

This creates a buzz (free PR) on the internet and ''pokes'' with the old CELINE community.

Feel free to follow us! @ newceline__

SCHEDULING STRUCTURE Trello- Trello is a collaboration tool that organizes your projects into boards. In one glance, Trello tells you what's being worked on, by who and where something is in a process.

5X 5X 1X 3X 3X

IG STORIES / DAY POST IN FEED / WEEK IGTV / WEEK TIKTOK / DAY REELS / DAY

TONE OF VOICE OF OUR ONE AND ONLY COMMUNITY MANAGER

Best Regards - Emelie As we want to promote the celine woman. All comments and DMs will be answered following our community mannager Emelie. She talks, walks, dresses, eats and sleeps like a true Celine woman.

TONE OF VOICE FOR COMMUNITY MANAGMENT Confident, unbothered, friendly and honest - this is the attitude CELINE has had over the recent years in traditional marketing. It is also perfect for social channels, whose nature allows us to be extra bold. We need to express ourselves inclusively, showing that we are knowledgable, fun, environmentally aware, creative and transparent.

We speak like this

We don't speak like this

INFLUENCER/VIP CAMPAIGN Different partnerships have diffrent meanings and goals.

micro Micro incluencers/expers are here to convert ex. Instagram partnerships to sales. They will post before, during and after the fashion show, all wearing peices from the collection.

All incluencers/expers will be present at the fashion show.

Few of micro influencers: Alex Rriviere Olivia Palermo Jeanne Damas

macro Macro celebrites are here to craete buzz around the show and collection.

All included celebrites will be present at the fashion show.

Few of macro influencers: Angelina Jolie Birgitte Macron Lupita Nyong'o Emma Watson

LAUNCH OF NEW FACE FILTER INSTAGRAM STORY FACEFILTER

Using filters is playful and can be controlled at the target group level with interests and demographics or by filtering only in a specific geographical area. The user is given the opportunity to use the filter on images that are sent to other users or added to the story. A filter is an added value for the user as opposed to a traditional ad, and those who get the image sent to it get it from their friends, which also helps to make the format feel genuine.

The format is relevant for larger campaigns at the stations where the filter fits into the campaign theme.

MEDIA PLAN & EDITORIAL STRATEGY

COMMUNICATION STRATEGY IN SHORT THEME

EQUESTRIAN SPORTS SEASON

PRODUCT

CAPSULE COLLECTION

MARKET

EUROPE, US

TARGET

WOMEN 25-60

GOAL EVENT OF PRESENTATION ON SALE COMMUNICATION MIX

PROMOTE CAPSULE COLLECTION FOR SUMMERS EQUESTRIAN EVENTS + GARDEN PARTIES

7TH OF MAY 2021 MAY 15TH- JULY 15TH TESTAMONIALS PRODUCT PLACEMENT SOCIAL MEDIA COVERAGE PRESS COVERAGE

EDITORIAL STRATEGY & MEDIA PLAN

Available by request

SPECIAL PROJECT SPECIAL PROJECTS WITH OUR TESTIMONIALS

PRINCESS NATHALIE OF SAYN-WITTGENSTEINBERLEBURG

BELLA HADID

ANGELINA JOLIE

SPECIAL PROJECT SPECIAL PROJECTS WITH OUR TESTIMONIALS

Appearance Partnership: Special Guest as ''model'' for one of the key looks on the fashion show. Interview article with The Horse Riders Journal that covers the preparations for the fashion show and the capsule collections inspiration that connects CELINE to horse riding.

Article: Interview article with The Horse Riders Journal that covers the preparations for the fashion show and connection to Celine. (May Issue) Product Placement: Wear the suit (key look nr 1) from the capsulle collection on 2 major equastrian occasions and create a 1 year long contract. Princess must wear CELINE to all public events.

New front cover and interview of preparations with Princess Nathalie, for her appearance in the Fashion Celine show

SPECIAL PROJECT SPECIAL PROJECTS WITH OUR TESTIMONIALS

Appearance Partnership: Front Row Guest at the fashion show.

VOGUE

Article: Interview with VOGUE Paris about Angelinas style evolution and her the preparations for the fashion show and connection to Celine. (May Issue)

Product Placement: 1 year long contract - Angelina must wear CELINE to all public events + paparazzi filled locations.

Angelinas style evolution and ne personal style

ANGELINA JOLIE

SPECIAL PROJECT SPECIAL PROJECTS WITH OUR TESTIMONIALS

Appearance Partnership: Focus model for one of the key looks on the fashion show.

Article: Interview article with Vogue UK that covers the preparations for the fashion show and her connection to the inspiration behind the collection and deep passion for horse riding (June Issue) Product Placement: 1 year long contract - Bella must wear CELINE to all public events.

3 POSTS ON INSTAGRAM + 5 INSTAGRAM STORIES over the course of 6 months (Starting from june, together with her VOGUE coverage)

BELLA HADID

THANK YOU! Email me for further questions: shilltomt@gmail.com