IAM for Boutiques
32
6/9/2011
description
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.
Transcript of IAM for Boutiques
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
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.
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%.
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 .
What we know about fashion lovers? Their passion for fashion extends from reading fashion blogs to how they dress everyday. Friends and family members watch what these fashionistas are wearing and constantly ask for their style advice. They follow the careers and styles of their fashion icons, 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.
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
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).
Boutiques.com allows you to build your own boutique
Boutiques.com recommends items based on what you like
Follow celebrity Boutiques, retailers, and Boutiques that represent style genres
Boutiques LEARNS from the user Boutiques offers personalized recommendations
THE BRAND STRATEGY
Curate and share your
unique fashion point of
view.
1 Follow fashion icons/trends
2 It learns from you!
3 Great resource for fashion news/trends
4 Defines your style
5 Personalized recommendations
1 First impression – values self expression
2 Fashion provides them a Form of self-expression
3 Takes pride in being Sought after as a source of fashion knowledge
4 Reading fashion magazines – wants to be on the forefront of fashion
5 Following the trends BUT customizes their own version
THE PRODUCT (Boutiques.com) THE AUDIENCE
Print ads Digital or mobile execution Activation for NYC fashion week September 2011
Television spots
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.”
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 Ipad's ,
Blackberry playbook, Galaxy tab, etc.
A fashion fair is held in Chelsea where people can sign up for a crowd sourced runway show in Times
Square.
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.
Girl walks through a party tapping clothing, accessories that she likes and they appear on her,
letting her put together her fashion POV.
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BEFORE IDEA (SEED)
IDEA
AFTER IDEA (SPREAD)
ENGAGEMENT PLAN
IN ORDER OF CAMPAIGN ROLL-OUT
Television | Print | Event | Mobile TEAM #
Print Television Digital Event
1
Fashion Gurus to show photos and videos from the fashion fair
Facebook and Twitter used to call for submissions for avatars
Google Keyword Search Buy
Fashion Fair event
Winners earn points for discounts Pre-paid cards for coupon
Drive to boutiques.com to enter contest
Celebs/Fashion bloggers tweet about the spot
Celebs tweet about style tips they’ve found from boutiques.com
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.”
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.
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.
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.
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.
1 2 3 4
BEFORE IDEA (SEED)
IDEA
AFTER IDEA (SPREAD)
BRIEF MANDATORIES
IN ORDER OF CAMPAIGN ROLL-OUT
Television | Print | Event | Mobile TEAM #
TV Digital/Mobile (Smart phone app)
Event (Time square float show)
2
Blogger outreach Boutiques.com street team Flyers Facebook open invite
Video tape public float show, PR YouTube/Facebook broadcast
Google goggles Get people to sign up Sweepstakes
Award the winner of the sweepstakes
Internet sneak peek of boutiques.com new commercial via YouTube twitter etc.
Smart phone users will scan QR code that is displayed on a screen according to a piece of clothing seen at time square fashion.
Boutiques.com interacts with YouTube video viewers
After scanning QR code, the smart phone mobile app will give you stores in your area that sell the same style clothing.
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
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.
thank you
