For this project, I had to choose a brand and create a new product and a new marketing strategy for it.

1. B Y C A T I
C U S U M A N O
F O R
L O V E &
L E M O N S
B Y C A T I
C U S U M A N O
F O R
L O V E &
L E M O N S

2. CONTENT
CONTENT
ABOUT THE BRAND
CAMPAIGN OBJECTIVES
LANDING PAGE
SEARCH (SEO/SEM)
SOCIAL (POSTS & INFLUENCER)
VIRAL CONTENT
DISPLAY ADS
EMAIL MARKETING

3. BFF SINCE THE
BEGINNING
Gillian Mahin & Laura Hall
the first business they ever
did: Lemonade stand at 12
years old.
BOTH IN
AUSTRALIA
FOR LOVE &
LEMONS
ABOUT THE BRAND:
their mission: bring a part of
the Australian style with them.
Create a fashion brand that
represents Australia and their
home country.
The best friends were able to
found For Love & Lemons in
2011 after they moved to LA.

4. TARGET CUSTOMER
It is for all the women that are confident in their
own skin and unafraid to take risks.
They are captivated by people's individualism,
and they incite to embrace each moment.

5. Ellie Mood
25 years old
$50K a year
living in Los Angeles
bachelor degree
Social media manager for
Purple PR
TARGET CUSTOMER
PROFILE

7. PRODUCT MIX
+ PRICE
They are divided into four sections:
Clothes: From $97 to $619
Skivvies ( which are the intimates): From $57 to
$230
Swimwear: From $59 to $230
and the Lil’ Lemons which is a kidswear
collection: From $10 to $320

8. PLACE OF DISTRIBUTION:
No retail store
It's sold from hundreds of other stores all over the USA
Famous stores : Free people, Sacks Fifth Avenue, Dolls Kill and
REVOLVE.
Their websites

9. MISSION STATEMENT:
The brand in itself is for the woman
unafraid to take risks, forge her own way
and embrace a bit of adventure. it is our
mission to design clothes that inspire
women to embrace their uniqueness in
all aspects of life. The fashion brand is
cultivated on the principles of
confidence,femininity, and individuality.
BRAND
GUIDELINES

10. NAME
the lemonade stands
FONT
ROBOTO
LOGO
The staghead creates a heart
shape. It symbolises power
“We used to have lemonade
stands, so we’d joke that we have
been in business since the lemon
days, and we are best friends…so
we also do it for the love!” cit-
Laura Hall.

11. CONFIDENCE
CAPTIVATING
SHEER
FLIRTY
FEMININITY
ELEGANT
CHARMING
INDIVIDUALITY

12. PAST
CAMPAIGNS
PHOTOSHOOTS

14. THE BFF
SLEEPING BOX
PURPOSE IS TO FOCUS ON WHAT
FOR LOVE AND LEMONS
IS TRYING TO PROMOTE:
THE NEW PRODUCTCOLLECTON

15. A BFF Sleepover
box in collaboration
with the cosmetic
brand Herbivore
Botanicals.
Inside the box:
sleeping trousse with all the
necessities.
exclusive For Love and
Lemons sleep mask with
nightwear combined.
Product launch on
international
Friendship Day
2019 (4 August
2019)

16. THE CAMPAIGN
The idea of the photoshoot: sleepover set where BFFs are going
to try the new products.
short video: model's night routine and old sleepover stories.

17. THE CAMPAIGN
The photoshoot set: in LA, open to rent for recreating your personal photo shoot with
your best friends. For all the people who will rent the studio, they will receive the
exclusive sleeping box.
post on Instagram with the hashtag #ForLOve&LemonsSleepover and tag us! The top
five with the most amount of likes will d to repost it on our Instagram.

18. GOAL FOR THE CAMPAIGN
Increase the audience of 10% by the end of the
fourth quarter.
For Love and Lemons will be more engaging to
the followers on Instagram and will reply to all
the comments or post they have been tagged
with the hashtag #ForLove&LemonsSleepover.
The collab with the cosmetic company will
increase the customers too.

19. LANDING PAGE
BFF SLEEPOVER BOX
THE STORY BEHIND IT
CTAS
This landing page will give the customers an
opportunity to understand better the concept and
the reason why the BFF Sleeping Box was created.
the customers will be able to click on 6 CTAs.

22. SEARCH (SEO/SEM)
Campaign Keywords:
For Love and Lemons:67,222
Best Friends: 55,000
Sleepover: 16,444
Beauty Box: 11,000
Herbivore: 30,111
Pijama:2,111

23. SOCIAL MEDIA
MAIN CHANNEL: INSTAGRAM
FOLLOWERS
MOST LIKES AND MESSAGES
2.9 M
40,783 views on a video for a post in the last month.
34.7K likes for a post in the last month.
308 messages for a post in the last month.
CADENCE
10 Instagram stories x day.
2 post a day.

24. INSTAGRAM
MOCKUP POST

25. INSTAGRAM
MOCKUP POST

26. SOCIAL MEDIA INFLUENCER AUDIT
PLAN
2 CURRENT Social Media Influencer Audit:
Rain Milo (@rainymilo) | Macro Influencer
Russo (@cailinrusso) | Mega Influencer

27. SOCIAL MEDIA INFLUENCER AUDIT
PLAN
Winnie Harlow (@winnieharlow) | Mega
Influencer.
5.8M followers, 3,727 posts, 1,336 following
the perfect fit for the brand
She radiates elegance and femminility.
Each post paying $ 250,000 USD
Total of (2) Instagram posts, one video and one
picture
Stipulation: Can’t delete the post until the
limited edition campaign (BFF Sleeping box)
has ended.

28. SOCIAL MEDIA INFLUENCER AUDIT
PLAN
Ellen V Lora (@ellenvlora) | Macro Influencer.
443K followers, 1,884 posts, 816 following
Her sense of style represents the brand in it
self.
er personality always shows pure confidence
and kindness.
Post paying $ 8,000 USD
Total of (1 ) Instagram video post
Stipulation: Can’t delete the post until the
limited edition campaign (BFF Sleeping box)
has ended.

29. NAME IDEA:
Answer your phone BFF!
Video: is going to announce
that “something big is coming”
IN THE VIDEO
Each scenario will be a little
different for each BFF couple,
but the vibe of the video is
going to remain the same and
the script too.
SARAH BAHBAH
Director of the video with the
same style.
VIRAL CONTENT MARKETING

30. THE SCRIPT IS GOING TO BE THIS
CONVERSATION:
BFF n° 1: Answer the phone: Hello?
BFF n° 2: Hi BFF, what are you doing right now?
BFF n° 1: Why? Don’t tell me that it has arrived?
BFF n° 2: it has arrived. (Smiling)
BFF n° 1: I’m Coming over (excited face)
“Girls just wanna have fun” will be played out as
background music.
They will have subtitles.
All the influencers will be wearing For Love And
Lemons Clothes.

31. THE CAPTION:
On each post, the caption will be: Guess who
called??? My BFF just told me a secret, do you
want to know it too? Check it out for more
information on the @ForLoveAndLemons page.
Don’t forget to tell your BFF too.
A Goal: Create awareness about the new
campaign that launches.
A Hook: surprise, curiosity, excitement
A Transmission format: video
A Seeding plan: Instagram post video

32. Ellen V Lora
and Francis Lola
Remi Cruz and
Alisha Marie
Negin Mirsalehi
and Romee Strijd
Lauren Elizabeth
and Claudia
Sulewski
Chantel Jeffrey
and Alissa Violet Camila Coelho
and Aimee Song
Lottie Tomilson
and Lou
Teasdale
BFF INFLUENCERS COUPLES:

33. THE SCENARIO OF REMI CRUZ AND
ALISHA MARIE:
Remi is going to be at a yoga session when year phone
vibrates, she excuses her self, leave the class and answer
the phone, Alisha is going to be making dinner.
Collaboration with the BFF Sleeping Box with BFF
n°1(Remi):
A video routine for the best healthy snacks for sleepovers

34. THE SCENARIO OF ELLEN V LORA
AND FRANCIS LOLA
Ellen is in the bathtub when she answers her phone.
Francis is laying on her stomach on her bed
Collaboration with the BFF Sleeping Box with BFF n°1
(Ellen):
A video of her night routine with all the beauty products
from the BFF Sleeping Box.

35. THE SCENARIO OF NEGIN MIRSALEHI
AND ROMEE STRIJD
Negin is using her honey drop for the hair that she has
made, Romee Strijd is finishing up a photo shoot.
Collaboration with the BFF Sleeping Box with BFF
n°1(Negin):
A product inside of the famous honey drop inside the box

36. Medium Rectangle:
300x250
I chose to show the
banner at the Glamour
online magazine.
It represents women
empowerment that is
not afraid to talk about
controversial topics.
DISPLAY
ADVERTISING

37. Wide Skyscraper: 160x600
I chose to show the banner at
the online magazine Who
What Wear.
It’s a very trendy and
“exclusive” site that is very
popular right now for all the
millennials.
DISPLAY ADVERTISING

38. EMAIL MARKETING
WANT TO TELL A STORY
I wanted to create a “Vip
costumer” where she is going to
get the latest news, and
Pre-order access to all our new
collections.

40. CITATION
Who What Wear. “Who What Wear.” Who What Wear, Who What Wear,
www.whowhatwear.com/.
“Mae Mini Dress.” For Love & Lemons, forloveandlemons.com/products/mae-
mini-dress?refSrc=2186736435248&nosto=productpage-nosto-1.
Evarts-Bosstick, Lauryn. The Skinny Confidential,
www.theskinnyconfidential.com/16572/.
Nast, Condé. “Women's Issues, Politics, Fashion, Beauty, Entertainment News.”
Glamour, www.glamour.com/.
“Ellen V Lora (@Ellenvlora) • Instagram Photos and Videos.” Instagram,
www.instagram.com/ellenvlora/.
“Lauren Elizabeth (@Laurenelizabeth) • Instagram Photos and Videos.”
Instagram, www.instagram.com/laurenelizabeth/.
“Remi Cruz (@Missremiashten) • Instagram Photos and Videos.” Instagram,
www.instagram.com/missremiashten/.
“LOTTIE (@Lottietomlinson) • Instagram Photos and Videos.” Instagram,
www.instagram.com/lottietomlinson/.
“Sarah Bahbah.” Sarah Bahbah, www.sarahbahbah.com/.
“♔Winnie Harlow♔ (@Winnieharlow) • Instagram Photos and Videos.”
Instagram, www.instagram.com/winnieharlow/.
“Russo (@Cailinrusso) • Instagram Photos and Videos.” Instagram,
www.instagram.com/cailinrusso/.
“@Rainymilo • Instagram Photos and Videos.” Instagram,
www.instagram.com/rainymilo/.