3 Campaign options

1. Campaign 1
Kennedy Franklin
ADVE 709
Professor Gauri

2. Option 1: Jigsaw
● Agency: The Corner
● UK clothing brand
● Wanted to increase sales and connect with Millenials
● Was in competition with fast fashion
Campaign Strategy
● Present clothes as long lasting
● Expression of independent and personal style
● Made ads to make fun of fast fashion
● Used posters and made a bi-annual customer magazine

3. Jigsaw
● Wanted to do oppositional advertising
● Didn't want to do normal “shop windows”
● 2014: “Wear Green” campaign
● 2015: “Life not Landfill” campaign
● Targeted younger shoppers
● 13% increased growth

4. Jigsaw Media

5. Option 2: Adidas
● Agency: TBWA Singapore
● Adidas in Singapore launched ZX sneaker series
● Wanted to target the youth
● Collaborated with small businesses from Singapore
Campaign
● Needed to connect with the youth in Singapore in an authentic way
● Online videos on social media
● Facebook competitions
● Gained a reach of 720,000

6. Adidas
● Target audience was the next generation youth
● Adidas Teams up ______
● Each team up would execute a different model of the Adidas ZX
● Branded films were created to introduce the Adidas team ups once a week only
on Facebook
● Adidas also offered 5 fans a pair of the ZX sneakers and a prize at each team up
in return for tagging a friend on the Facebook video

7. Adidas ZX media

8. Option 3: Kohl’s
● Agency: Performics
● Wanted to engage with a more youthful and wider audience
● Sponsored the Oscars
Campaign
● A live Oscars viewing party on social media
● Would be played during commercial breaks
● Wanted to gain engagement and conversation and create social media activity
● Drove sales up with a low media budget

9. Kohl’s
● Target audience was English speaking Hispanics and Millenials
● Used Facebook, Twitter, Instagram, Pinterest, and Youtube
● Was the second strongest share in voice the night of the Oscars
● Drove sales with 85% less media budget
● 364 million impressions 13.8 million engagements 15.7 million views

10. Media

11. Media

12. Media

13. Media

14. Media