6/9/2011
  The	  Background	    Strategy	    Creative	  Ideas	    Engagement	  Plans	    Discussion	  
 	                 Google	  launched	  in	  the	  late	  1990s	  as	  a	  search	  engine	  with	  a	  mission	  "to	    ...
Raise	  awareness	  that	  Boutiques.com	  is	  the	  personalized	  shopping	  experience	  so	  more	  people	  particip...
Who	  do	  we	  want	  to	  talk	  to?                                     	  	  PRIMARY	  TARGET:	  People	  who	  are	  ...
What we know about fashion lovers?Their passion for fashion extends from reading fashion blogs to how they dresseveryday. ...
 What	  do	  we	  want	  our	  audience	  to	  think	             I	  get	  to	  share	  my	  style	  with	  my	  social	...
  Personal	  profile	  creation	    Get	  recommendations	  from	  the	  site	  (in	  the	  same	     way	  that	  Netflix...
Boutiques.com allows you to build your ownboutique
Boutiques.com recommends itemsbased on what you like
Follow celebrity Boutiques, retailers, and Boutiques thatrepresent style genres
    Boutiques	  LEARNS	  from	  the	  user	         Boutiques	  offers	  personalized	  recommendations	  
THE PRODUCT                   THE AUDIENCE   (Boutiques.com)1 Follow fashion               1 First impression –          T...
  Print	  ads	           Digital	  or	  mobile	  execution	           Activation	  for	  NYC	  fashion	  week	  Septemb...
CELEBRATE	  YOUR	  FASHION	  POINT	  OF	  VIEW	                                            	  Our	  fashionista	  target	 ...
Runway	  wars	  app:	  Dress	  your	  avatar	  and	  have	    walk-­‐offs	  against	  other	  Boutiques.com	  users.	  	  U...
A	  fashion	  fair	  is	  held	  in	  Chelsea	  where	  people	  can	  sign	  up	  for	  a	  crowd	  sourced	  runway	  sh...
Host	  a	  contest	  where	  people	  who	  sign-­‐up	  for	         Boutiques.com	  can	  enter	  for	  the	  chance	  to...
Girl	  walks	  through	  a	  party	  tapping	  clothing,	  accessories	  that	  she	  likes	  and	  they	  appear	  on	  h...
ENGAGEMENT PLAN                                Television | Print | Event | Mobile               1                        ...
MAKING	  STYLE	  GENRES	  COME	  TO	  LIFE	                                         	   One	  of	  the	  neat	  things	  a...
Girl	  walks	  the	  runway	  throughout	  scenes,	  her	      outfits	  continuously	  	  change	  as	  her	  mood	     ch...
Roller	  skate	  waitress	  holding	  a	  platter	  of	  different	  Boutiques.com	  style	  mini	  models	  that	  shows	 ...
A	  public	  parade	  in	  a	  highly	  populated	  area	  where	                  people	  could	  view	  floats	  of	  di...
App	  for	  finding	  clothes	  in	  your	  area.	  Activate	  the	    Boutiques.com	  app	  and	  it	  will	  locate	  you...
BRIEF MANDATORIES                                   Television | Print | Event | Mobile                 2                 ...
    Our	  execution	  is	  efficient	  in	  meeting	  our	  target	  audience	       by	  being	  inserted	  into	  things	...
  It	  draws	  more	  attention	  to	  Boutiques.com	  	    Shows	  creativity	  in	  commercial	  ideas.	    Gives	  a...
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IAM for Boutiques
IAM for Boutiques
IAM for Boutiques
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IAM for Boutiques

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BBH partnered with the 4A's and the High School for Innovation in Advertising and Media (IAM) in the 2010-2011 school year. The students were briefed on a Google project for Boutiques.com. Here is their final campaign presentation.

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IAM for Boutiques

  1. 1. 6/9/2011
  2. 2.   The  Background    Strategy    Creative  Ideas    Engagement  Plans    Discussion  
  3. 3.       Google  launched  in  the  late  1990s  as  a  search  engine  with  a  mission  "to   organize  the  world’s  information  and  make  it  universally  accessible  and   useful."  (google.com.)  As  the  company  grew,  so  did  the  technology  and   web-­‐based  solutions  they  developed  for  the  world,  moving  away  from   being  purely  a  search  engine.  Some  of  the  best  known  products  Google   has  come  out  with  are:  Gmail  //  Google  Documents//  Google  Maps//   iGoogle  //  Google  Chrome.         The  most  recent  Google  product  launch  was  Boutiques.com,  Google’s   first  venture  into  the  online  fashion  world.  Similar  to  Facebook  or   Myspace  you  create  a  personal  profile  where  you  choose  from  shapes,   designers,  colors,  and  existing  stores  among  other  things  to  create  a   collection  of  your  favorite  styles.  This  is  called  your  Boutique.       Although  there  is  no  e-­‐commerce  directly  inside  Boutiques.com,  each   item  is  linked  to  an  existing  place  online  where  you  can  purchase  it.  
  4. 4. Raise  awareness  that  Boutiques.com  is  the  personalized  shopping  experience  so  more  people  participate  in,  and  talk  about  the  site.    Business  Objectives:  Increase  awareness  of  Boutiques.com  by  35%  and  increase  new  users  by  25%.  
  5. 5. Who  do  we  want  to  talk  to?    PRIMARY  TARGET:  People  who  are  passionate  about  clothing  and  fashion.    PRIMARY  TARGET:  People  who  are  passionate  about  clothing  and  fashion.    SECONDARY  TARGET:  People  who  work  in  fashion,  the  fashion  media  or  write  for  fashion  blogs  .  
  6. 6. What we know about fashion lovers?Their passion for fashion extends from reading fashion blogs to how they dresseveryday. Friends and family members watch what these fashionistas are wearing andconstantly ask for their style advice. They follow the careers and styles of their fashionicons, even if they don’t have the money to buy the same brands. For these people,looking at the newest fashions and designs is like admiring art at a museum.
  7. 7.  What  do  we  want  our  audience  to  think     I  get  to  share  my  style  with  my  social  circle     Boutiques.com  gives  me  a  place  to  express  myself  through  my   style  and  taste  in  clothing     Boutiques.com  gives  me  a  space  where  I  get  to  be  a  fashion  expert   and  taste-­‐maker     Boutiques.com  is  a  place  for  me  to  gather  inspiration  and  connect   to  other  fashion  lovers     (eg.  fashion  icons,  celebs,  strangers  and  other  taste-­‐makers)      What  do  we  want  our  audience  to  do     Become  aware  of  Boutiques.com     Sign  up,  create  and  use  their  personal  profile     Talk  about  Boutiques.com  with  their  friends,  peer  group,  their   online  audience  
  8. 8.   Personal  profile  creation    Get  recommendations  from  the  site  (in  the  same   way  that  Netflix  has  you  rate  movies  and  based   on  those  ratings  it  recommends  other  films  you   might  like).    Share  favorite  clothing  shapes,  colors,  patterns   and  designers.      Follow  the  Boutiques  of  friends,  celebrities,   fashion  bloggers,  designers,  trends  (eg.  hats,   kitten  heels,  clogs).  
  9. 9. Boutiques.com allows you to build your ownboutique
  10. 10. Boutiques.com recommends itemsbased on what you like
  11. 11. Follow celebrity Boutiques, retailers, and Boutiques thatrepresent style genres
  12. 12.   Boutiques  LEARNS  from  the  user     Boutiques  offers  personalized  recommendations  
  13. 13. THE PRODUCT THE AUDIENCE (Boutiques.com)1 Follow fashion 1 First impression – THE BRANDicons/trends values self expression STRATEGY2 It learns from you! 2 Fashion provides them a Form of self-expression Curate and3 Great resource for fashion 3 Takes pride in being Sought after as a source of share yournews/trends fashion knowledge unique4 Defines your style 4 Reading fashion magazines – wants to be on fashion the forefront of fashion point of 5 Following the trends BUT5 Personalizedrecommendations customizes their own view. version
  14. 14.   Print  ads     Digital  or  mobile  execution     Activation  for  NYC  fashion  week  September   2011     Television  spots    
  15. 15. CELEBRATE  YOUR  FASHION  POINT  OF  VIEW    Our  fashionista  target  is  proud  of  how  she  dresses.   She’s  not  just  on-­‐style,  she  is  creating  her  own   signature  versions  of  styles.  We  can  show  her  that  Boutiques  is  the  ultimate  place  to  bring  her  fashion   POV  to  life  and  celebrate  it.  With  this  in  mind  we  developed  a  campaign  slogan  “  Be  your  own  virtual   stylist.”      
  16. 16. Runway  wars  app:  Dress  your  avatar  and  have   walk-­‐offs  against  other  Boutiques.com  users.    Users  would  interact  with  this  application  via  cell   phones  and  tablet  computers  such  as  Ipads  ,   Blackberry  playbook,  Galaxy  tab,  etc.  
  17. 17. A  fashion  fair  is  held  in  Chelsea  where  people  can  sign  up  for  a  crowd  sourced  runway  show  in  Times   Square.    
  18. 18. Host  a  contest  where  people  who  sign-­‐up  for   Boutiques.com  can  enter  for  the  chance  to  have   their  profile  picture  become  a    Boutiques.com   print  ad.     We  will  also  have  a  live  interactive  billboard  in   Times  Square.    
  19. 19. Girl  walks  through  a  party  tapping  clothing,  accessories  that  she  likes  and  they  appear  on  her,   letting  her  put  together  her  fashion  POV.  
  20. 20. ENGAGEMENT PLAN Television | Print | Event | Mobile 1 TEAM # Celebs/ Facebook and Google Keyword Twitter used to Fashion Search Buy bloggers tweetBEFORE IDEA call for(SEED) submissions about the spot for avatars Fashion Fair event IDEA Digital Event Print Television 1 2 3 4 Winners Fashion Gurus Drive to Celebs tweet earn points to show boutiques.com about style for photos and to enter tips they’veAFTER IDEA discounts videos from contest found from(SPREAD) the fashion fair boutiques.com Pre-paid cards for coupon IN ORDER OF CAMPAIGN ROLL-OUT
  21. 21. MAKING  STYLE  GENRES  COME  TO  LIFE     One  of  the  neat  things  about  Boutiques  is  that  it  categorizes  clothes  based  on  which  type  of  style  it   best  represents.  This  helps  users  identify  which   category  of  style  their  tastes  fit  into.  With  this  in   mind  we  invented  a  campaign  slogan  which  is   “  Put  your  fashion  sense  to  action.”    
  22. 22. Girl  walks  the  runway  throughout  scenes,  her   outfits  continuously    change  as  her  mood   changes,  her  styles  change  accordingly  to  represent  herself  and  also  indicate  the  indecisive   moments  that  women  have  when  picking  out   clothes.  
  23. 23. Roller  skate  waitress  holding  a  platter  of  different  Boutiques.com  style  mini  models  that  shows  how  easy  your  style  can  be  predicted,  and  the  choices   that  are  given  with  little  to  no  work.    
  24. 24. A  public  parade  in  a  highly  populated  area  where   people  could  view  floats  of  different   Boutiques.com  styles    and  different  music  will  be   played  to  accommodate  those  styles.    
  25. 25. App  for  finding  clothes  in  your  area.  Activate  the   Boutiques.com  app  and  it  will  locate  you  and   confirm  your  style  genre  to  find  a  nearby  store  that  sells  clothes  from  that  genre.  What  you  say  you  like  gets  sent  to  your  profile  and  will  lead  you   to  the  store.    
  26. 26. BRIEF MANDATORIES Television | Print | Event | Mobile 2 TEAM # Blogger Google Internet sneak Smart phone outreach goggles peek of users will scan Boutiques.co Get people to boutiques.com QR code that is displayed on aBEFORE IDEA m street team sign up new commercial Flyers Sweepstakes via YouTube screen according(SEED) Facebook twitter etc. to a piece of open invite clothing seen at time square fashion. Digital/ Event (Time Mobile IDEA square float Print TV (Smart phone show) 1 2 3 app) 4 Boutiques.com After scanning Award the Video tape public interacts with QR code, the winner of the float show, YouTube video smart phoneAFTER IDEA PR sweepstakes viewers mobile app will(SPREAD) YouTube/ give you stores in Facebook your area that broadcast sell the same style clothing. IN ORDER OF CAMPAIGN ROLL-OUT
  27. 27.   Our  execution  is  efficient  in  meeting  our  target  audience   by  being  inserted  into  things  they  already  do  everyday     The  places  they  always  pass  through     The  things  that  they  consistently  view  such  as  fashion   magazines  and  websites.    Our  fashion  fair    is  placed  strategically  in  the  right   neighborhood  where  we  can  attract  the  fashionistas  they   we  are  looking  for    We  were  innovative  with  the  research  results  that  we  were   given    While  developing  all  of  our  ideas  for  our  media   deliverables  we  always  kept  consumer  interaction  our  #2   priority  while  accomplishing  our  project  objectives  were   #1  
  28. 28.   It  draws  more  attention  to  Boutiques.com      Shows  creativity  in  commercial  ideas.    Gives  a  unique  perspective  of  different  styles,   not  just  one  style.    Users  can  be  apart  of  boutiques.com  events   rather  than  just  shopping  on  online.      You  could  interact  with  other  people,  similar  to  a   social  network.    Interacts  with  daily  technology  trends  ex.   YouTube,  Facebook  etc.    
  29. 29. thank you

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