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Abercrombie & Fitch: #AspireForAF
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Taryn Neubecker
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Charge: Build a Boxing Day campaign for Abercrombie & Fitch's London flagship store
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Abercrombie & Fitch: #AspireForAF
1.
2.
Boxing Day
3.
British consumers are motivated
by trending fashions; their clothes are a reflection of who they strive to be.
4.
Aspire For A&F
5.
The Campaign Phase One: Social
Media Phase Two: Fashion Bloggers Phase Three: Boxing Day
6.
Facebook: 9,143,905 likes • H&M:
21.1M • Zara: 23.3M • Topshop: 4M Twitter: 609K followers • H&M: 4.2M • Zara: 583K • Topshop: 986K Market Opportunity
7.
#AspireForAF What do you
aspire for? Launch Video
8.
Aspire For Romance
Aspire for Leather Aspire for Snow Days Social Media Instagram Twitter UGC
9.
Spotify
10.
11.
7 Burlington Gardens, London
W1S 3ES, United Kingdom +44 844 412 5750 Reg Trans Date/Time Cashier 1 1234 2014-12-26 12:00 0001234 --------------------------------------------------------------------------------- 0349012 DENIM SHORTS £90 Item Discount £10 9039281 LEATHER JACKET £150 Item Discount £15 3459002 SPARKLE SHIRT £86 Item Discount £5 TOTAL £296 Your Aspire For Experience Code: A57L98-0219H Boxing Day
12.
Aspire For Experience
13.
Projected Costs Aspire For Video: $23,530 Fashion Bloggers: $225,000 In-Store Event: $200,000 Total: $448,530 +
+ =
14.
Timeline December Boxing Day
January Week 1: • Video Release • Social Media Launch Week 2: • Sample Distribution • Blogger Hype Week 3: • UGC Reposting In-Store: • Code Release • Spotify Playlist Aspire For Experience: • Fashion Bloggers
15.
What do you
aspire for?
16.
Aspire For Succes s GreatnessFashionNew ExperiencesSnowPeaceLoveVictoryFitnes s CreativityFriday
NightsDanceChocolate CakeDays OffA&FNew Style
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