Pr et t y Pol l y Pr esent s
#SHAPEUPY OURDAY Char l ot t e Mar t i n Jodi e Kr age Al i ce Kni ght Har r i et Kennedy
Where do we start? •
‘ Shape I t Up’ Pr et t y Pol l y Shapewear r ange.
•
16- 24 t ar get consumer .
•
Ur ban gl am t heme.
•
Vi r al Vi deo r esear ch.
1.0 consumer Georgia, 16. insight ‘ I l i ke t o t r end but I f emi ni ne. I Macki nt osh’
be f ashi al so l i l ove Mi s st yl e.
onabl e and on ke bei ng llie ’
Ella, 20.
‘ I l i k e t o l ook i ndi v i dual . I mai nl y wear t i ght s and dr esses, what ever ’ s comf or t abl e and somet hi ng I f eel comf or t abl e i n. I l ove Mar y Kat e Ol sen’ s st yl e. ’
Lizzie, 17.
‘ I dr ess t o f l at t er I al so l i ke t o l ook Fear ne cot t on i s my and I mai nl y dr ess f and conf i dence’
my s hape but on t r end. st yl e i con or f unct i on
1.0 consumer insight Topshop,h&m and Br ands t hey l oved. . .
asos
100% of peopl e us e
Facebook 65% of peopl e use
nstagram and twitter And t hey’ ve been wat chi ng‌
Harlem shake, the 3 pony and
Where do we start? •
Conf i dent , on t r end, r el at abl e.
•
Li ght hear t ed, f un, pl ayf ul .
•
Usi ng humour i n t he r i ght way.
•
Tr ansl at abl e t o vi deo.
•
Avoi d cl i ché’ s.
•
Fr esh l ook at shapewear .
•
Lanvi n ‘ danci ng model s’ vi deo.
•
Gymnast Pol e Dancer .
•
Remi ’ s ‘ gymnast ’ vi deo has over 15. 5 mi l l i on vi ews.
2.0 the big
What’s the plan? •
Shape and movement .
•
Cohesi ve i dea t hat l i nks i n wel l wi t h t he concept of shape wear .
•
Ri d mi sconcept i ons of ‘ r est r i ct i ve’ shapewear .
•
Shapewear t hat doesn’ t hol d you back.
•
Pr et t y Pol l y i s your f r i end who ‘ does t he wor k f or you’ .
•
Rel at abl e t o t he consumer .
•
Soci al medi a savvy i dea wi t h a 360 degr ee pr st r at egy.
#SHAPEU PYOURDA 2.0 the big
3.0 pr Taking #Shapeupyourday strategy further •
Emphasi s of shape and movement cont i nued t hr ough t o our pr st r at egy.
•
Por t r ayi ng f l exi bi l i t y and shaki ng of f r est r i ct i on mi sconcept i ons by usi ng gymnast i cs and acr obat i cs.
•
I nt er act wi t h consumer , get t hem t o shar e by t he use of a hash t ag.
•
Pr oposed pr i zes and i ncent i ves f or shar i ng on pl at f or ms.
•
Ti ght r el at i onshi p wi t h bl oggi ng/ vl oggi ng communi t y.
What’s the event? •
Launch event s i n shoppi ng cent r es i nvol vi ng aer i al acr obat i cs, gymnast i cs and cont or t i oni st s.
•
Rat her t han a mundane ‘ ci r cus’ f eel t he event s wi l l have mor e of a ‘ f l ash mob’ ef f ect .
•
These t hemsel ves can doubl e as t he cr eat i on of a vi r al vi deo.
•
Cel ebr at e movement and f l exi bi l i t y.
3.0 pr strategy
Shape Up The Web •
Facebook and web i n t heme wi t h campai gn.
•
Websi t e i nc l udes an i nt er act i ve ‘ r ol l ov er t o f i nd out mor e’ l i nk t o vi deo.
4.0 social
Shape Up The Web •
Rel at i ng back t o consumer r esear ch bot h i ns t agr am and t wi t t er pl ay a par t i n #s hapeupyour day.
•
Al l ows c ons umer s t o # t hei r day wi t h pr et t y pol l y.
•
Tweet s on how t he consumer coul d #s hapeupyour day.
4.0 social
Generation vlogger •
Zoel l a, al most 1m yout ube subscr i ber s.
•
Post s f ashi on/ beaut y advi ce as wel l as ‘ haul s’ and gi veaways.
4.0 social
Generation Vlogger •
Sponsor i ng f ashi on bl ogger s.
•
Cr eat i ng l ook books ‘ i n conj unct i on wi t h’ pr et t y pol l y.
•
‘ get t he l ook’ col l ages f eat ur i ng pr et t y pol l y.
•
Sponsor ed out f i t post s.
4.0 social
4.0 video •
St and al one as a vi deo wi t hout pr campai gn.
•
Rel at e back t o t he bi g i dea and our consumer .
•
Cont act ed ex gb gymnast .
•
Fi l med ar ound a uni ci t y.
http://vimeo.com/63811656
WHAT DID WE SAY? TI GHT RELATI ONSHI P WI TH
•
BLOGGI NG/ VLOGGI NG COMMUNI TY. LAUNCH CAMPAI GN/ FLASH MOB.
• •
I NSTAGRAM # COMPETI TI ON. •
•
ACTI VE SOCI AL MEDI A.
A FRESH NEW FLEXI BLE TAKE ON SHAPEWEAR.
When are you going to #shapeupyourday