Creative Brief for the Re-Launch of the Treesje and Joelle Hawkens Brands Winning Project case for NYU Brand Strategy class

1. Brand Strategy – Treesje – Mariel & Nelly - NYU

2. Objective
Build the suitable
Creative Brief for the
Re-Launch of the Treesje
and Joelle Hawkens
Brand Strategy – Treesje – Mariel & Nelly - NYU

3. Listening
• Fashion Trends: Stores, Magazines, Street
Fashion, and Google Analytics.
• The Consumer & The Brand: Social Media
Platforms, Brand Perception, Social Fashion
Trends, Interviews, and Survey.
Brand Strategy – Treesje – Mariel & Nelly - NYU

4. Where are Consumers Looking for
New Trends?
Brand Strategy – Treesje – Mariel & Nelly - NYU
41%
28%
14%
11%
3% 3%
Magazines
Fashion blogs
Style in others
Friends
Celebrities
Family
We asked 36 women
where do they find
inspiration for new
handbag trends.

5. Evolution to Casual
Coach
Brand Strategy – Treesje – Mariel & Nelly - NYU

6. Evolution to Casual
Nine West
Brand Strategy – Treesje – Mariel & Nelly - NYU

7. Casual in other Terms…
Brand Strategy – Treesje – Mariel & Nelly - NYU

8. Google Trends
Brand Strategy – Treesje – Mariel & Nelly - NYU
People are
searching
fashion trends
under different
keywords.

9. Google Trends
Brand Strategy – Treesje – Mariel & Nelly - NYU
Identifying
new trends:
BOHO
BOHO Chic
BOHO Street
BOHO Glam

10. Boho
• The unique appreciation for natural beauty,
creativity and the expression of a truly
romantic spirit.
• Natural and drawing out your individuality,
while accepting and combining with your
inner self.
• Minimalistinc makeup – The most important
aspect when it comes to Boho chic is there
are no rules or guidelines and you can
accessorize with fashion freedom (mix-and-match
to create unique and striking looks).
• Freedom and experimentation.
Brand Strategy – Treesje – Mariel & Nelly - NYU

11. Express the Real Me
My purse makes
my outfit.
It expresses the
real me.
Brand Strategy – Treesje – Mariel & Nelly - NYU

12. The New Feminism
Brand Strategy – Treesje – Mariel & Nelly - NYU

13. The Brand – Versatile
Brand Strategy – Treesje – Mariel & Nelly - NYU

14. Defining the Brand
Brand Strategy – Treesje – Mariel & Nelly - NYU
Attributes
High Quality
Casual Chick
Versatile
Personality
Independent
Edgy
Stylish
Classic
Proof Points
Superior quality at a price
Uniqueness (Leathers, designs)
Sister Brands (Aspiration &
Diffusion)
Benefits
Consumers don’t need
to try hard to look their
best

15. Key Insights
THE CULTURE
New Feminism
THE INDUSTRY
The BOHO Movement
THE BRAND
Versatile for any
Occasion
THE CONSUMER
I want to be able to
express the real me
BRAND IDEA
Effortless Allure
Brand Strategy – Treesje – Mariel & Nelly - NYU

16. Effortless Allure
Brand Strategy – Treesje – Mariel & Nelly - NYU

17. Target
Brand Strategy – Treesje – Mariel & Nelly - NYU
Women 25 – 40
years old, that
wants it all in a
brand!
When do I need a Treesje?
When my bag needs to say I’m
sophisticated jet natural/casual
(boho-glam)
When do I need a Joelle
Hawkens?
When my bag needs to say I’m
cool! There’s something edgy
about me, but no matter the
occasion I’ll always look good.

18. Key Strategies
Own the Boho Movement (Boho glam,
Boho chic, Boho Street).
Become a Tool of Woman
Empowerment.
Feature the Uniqueness of the Brands
for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU

19. Key Strategies
Own the Boho Movement (Boho
glam, Boho chic, Boho Street).
Become a Tool of Woman
Empowerment.
Feature the Uniqueness of the Brands
for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU

20. Own the Boho Movement
Become the top of mind brand when
thinking “Boho”
Brand Strategy – Treesje – Mariel & Nelly - NYU

21. How it Works…
• SEO Optimization
– Create content with popular #KEYWORDS in the category i.e.
#boho, #bohochic, #bohoglam, #bohostreet, #streetstyle,
#LAstyle, #BrooklynStyle
– Tell the story of the pioneers in the Boho Movement (celebrities) e.i
Kate Moss, Siena Miller
Brand Strategy – Treesje – Mariel & Nelly - NYU

22. Blog, Blog, Blog! We know that the number one SEO
buster is Blogs. Create a Blog around the new boho
movement and trends
( tips for an effortless chic look)
Results:
SEO Optimization
Social Media Legitimacy
Loyal Fans Convert Easily
Content Marketing
KPIs:
Blog Followers (subscriptions)
Engagement (shares, comments, CTR to
website)
Note:“Make friends” with similar brands (Free People, Aritzia…)
Brand Strategy – Treesje – Mariel & Nelly - NYU

23. • Influencers
– “Boho Bloggers” : Partnerships with Refinery29
type of blogs
Brand Strategy – Treesje – Mariel & Nelly - NYU

24. Social Media
• Pinterest:
Leverage the visual platform to
showcase the brand’s
personality. Be careful, keep it
consistent!
Ask yourself, is this EFFORTLESS
ALLURE?
Brand Strategy – Treesje – Mariel & Nelly - NYU

25. • Why Pinterest?
Our target is looking here!
Pinterest is a destination
social platform, where
women go to get inspired.
There is a huge Boho
community on Pinterest.
Like Fashion Bloggers,
there are Fashion Boards
with great following.
Brand Strategy – Treesje – Mariel & Nelly - NYU

26. Key Strategies
Own the Boho Movement (Boho glam,
Boho chic, Boho Street).
Become a Tool of Woman
Empowerment.
Feature the Uniqueness of the Brands
for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU

27. Become a Tool of Woman
Empowerment
You don’t have to try too hard to be in our Spring
2015 Look-Book, You are a Treesje Model already!
Brand Strategy – Treesje – Mariel & Nelly - NYU

28. How it works…
• Follow us on Instagram or Facebook to post your best
effortless look! (we won’t think is cheating if you get some
inspiration from our Pinterest boards!)
• Use the Hashtags #TreesjeModel or #JHawkensModel
depending of how you feel that day.
• On February 2015 we will choose 10 new faces for our
Spring 2015 Look-Books.
Brand Strategy – Treesje – Mariel & Nelly - NYU

29. How would it look like?
#TreesjeModel
Brand Strategy – Treesje – Mariel & Nelly - NYU

30. Results
• Increase following and engagement metrics on Facebook and
Instagram (also in other platforms when people research
about the brand).
• Contests normally serve as a brand building tactic that,
combined with other marketing efforts, can build brand
affinity, loyalty, and eventually resulting in a lift of sales.
• Customers will see the Treesje and Joelle Hawkens as a brand
they could wear anywhere and in every situation.
• Get “free PR”: People love to talk about themselves and their
experiences. Make them experience “a day like a model” and
they wont stop talking about it.
Brand Strategy – Treesje – Mariel & Nelly - NYU

31. Key Strategies
Own the Boho Movement (Boho glam,
Boho chic, Boho Street).
Become a Tool of Woman
Empowerment.
Feature the Uniqueness of the
Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU

32. Feature the Uniqueness of the
Brands for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU

33. Use Pinterest as your first Step
Towards E-commerce
KPIs:
• Number of Pins and likes
• Referral traffic to your website
or future e-commerce store
• Tags and comments of your
target about the brand and
products
How it works:
• Use the brands attributes to define
relevant categories for each brand
• Create boards that exemplify the moods
and situations where Treesje and Joelle
Hawkens could be used at
Brand Strategy – Treesje – Mariel & Nelly - NYU

34. Key Strategies
Own the Boho Movement (Boho glam,
Boho chic, Boho Street).
Become a Tool of Woman
Empowerment.
Feature the Uniqueness of the Brands
for each Mood or Occasion.
Brand Strategy – Treesje – Mariel & Nelly - NYU

35. Non-Profits that Make Fashion Sense
Brand Strategy – Treesje – Mariel & Nelly - NYU

36. Results
Get your money back by doing the
right thing!
Exposure to a specific target
(Brooklyn Fashionistas)
Help your customer associate your
brand with similar brands that are
also socially conscious. (this is very
BOHO)
Brand Strategy – Treesje – Mariel & Nelly - NYU

37. Marketing Budget
35%
30%
20%
15%
Budget Distribution
Brand Strategy – Treesje – Mariel & Nelly - NYU
Social Media
SEO
Look-book 2015
Events - Giveaways

38. Thank You!
Brand Strategy – Treesje – Mariel & Nelly - NYU

39. Appendix
Brand Strategy – Treesje – Mariel & Nelly - NYU

40. Treesje in Google
Brand Strategy – Treesje – Mariel & Nelly - NYU

41. Google Trends
Brand Strategy – Treesje – Mariel & Nelly - NYU
In the US we
are looking
more fore
PURSE than
HANDBAG.