SUCCESS BE MEASURED?

The campaign will take place on social media and advertised through OOH methods. This is to gain the largest possible audience for the campaign. Miu Miu’s Instagram has 9.8 million followers, and their TikTok has almost 250,000. Instagram and TikTok are the biggest apps with Gen Z, one of Miu Miu’s main demographic. The OOH elements, billboards and posters, will aim to spread the campaign beyond Miu Miu’s target consumer. This is due to the relatability of the campaign, and the fact although it fits the 20-29 demographic, reproductive rights can effect any age of women.

The social media posts by Miu Miu of the campaign will feature a hashtag which will be encouraged to be used to discuss women’s feelings and anxieties surrounding the current social issue. The hashtag, #SafeSpace can be used by women to discuss their thoughts and stories, and to create a safe space for these women to discuss abortion on any social media. The campaigns success can be measured through how many people are using the hashtag. Success can also be measured through the likes and shares of Miu Miu’s Instagram posts and TikTok posts. The success of the OOH element will be hard to measure but could be tracked through things like Miu Miu’s website traffic and web searches for the campaign.

WHY SHOULD MIU MIU DO THIS?

Miu Miu’s target audience is 20–29-year-old females (Barnett, no date.), which is the biggest group the overturning of Roe v Wade and reproductive rights will affect (Appendix 2). The brand also works with young models and influencers, whose following is mostly teenagers and young women, such as Olivia Neill, Lila Moss and Bella Hadid. Young women seeing their favourite influencers promote a brand who is encouraging others to speak up about abortion will help the young women struggling to discuss abortion as it will become normalised. Again, as discussed, Miu Miu are the perfect brand to explore reproductive rights due to their ‘Women’s Tales’ series, which aims to highlight issues that women are currently facing in the world. The campaign will also promote Miu Miu to its intended target audience as it builds awareness around a social issue which is related to the brand. Miu Miu has heavily linked itself to women’s rights and the issues they face.