Launching Beija London to a regional audience

Client:
Beija London

Brief:
Create a tactical campaign to launch
Beija to a regional audience

Our initial ideas:
The Beija brand is already established online and in London. In order to expand into new territories, we need to create a campaign which really connects with a target demographic. It must avoid being seen as 'product' and interpreted as a fully rounded lifestyle offering. A common interest between the brand and new customers will help to engage and convert sales.

What is the purpose of Beija?
What does Beija believe in?

The Campaign Objectives

Influence

Introduce customers to the brand

Educate

Teach target market about Beija

Engage

Create conversations via common interest

To ensure maximum engagement we wanted a concept which would resonate with both new and existing customers, offering a reason for everyone to interact. The creative needs to stand out, be different from cliché underwear adverts and offer a clear message.

What  Beija means to  us

BEIJA: FEMININE, EMPOWERED, HAPPY, INSPIRATIONAL, NATURAL, BRAVE, REAL, CONFIDENT, SENSUAL, UNIQUE, SEDUCTIVE, POWERFUL, HONEST, BOLD, COMFORTABLE, ELEGANT, CONTENT, SOPHISTICATED, VULNERABLE, STRONG, SEXY, FREE, ROLE-MODEL, SUCCESSFUL, ASPIRATIONAL, BEAUTIFUL, FEMININE, DELICATE.

 

How can we use this to
connect with new women?

#BeBeija 
A multi-purpose campaign to introduce,
engage and elevate the public

We wanted to produce a campaign that creates a connection between Beija and the public; encouraging and empowering women to understand how they can be a 'Beija Woman'. This will help to convert them into engaging and spending with the brand, therefore increasing public perceptions of Beija.

 

Who is a Beija Woman? Any woman can be a Beija Woman. They are empowered,
confident and real and it's our job to show them that. This is how we propose to do so.

Example of imagery and messaging

Beija-BeBeija-landscapeBeija-BeBeija-landscape

Using a variety of close-up and full-body shots, we want to showcase a variety of candid emotions in the most natural-looking way. Paired images would represent the same emotion and be of the same model. Accompanying words would reinforce the meaning behind the images, relating to the message of self-love, empowerment and confidence. 

Alongside the images, models will be given a name and location. There are two reasons for this; firstly it will strengthen the perception that these are real women, from real places. Secondly, it will aid a regional execution of the campaign, giving the brand authenticity.

To ensure public perceptions of the campaign relate positively towards the brand, we introduced the
'Be 'mood'. Be Beija.'  tagline, turning Beija from a brand into a state of mind.

Example of single image print ad

Beija-BeBeija-portraityBeija-BeBeija-portraity

Connecting with the 'Beija Woman'

Multicultural

Models should be from a wide range of ethnicities and backgrounds to ensure a diverse and equal representation.

Realistic

A variety of body shapes and sizes are needed, we need an authentic depiction of women in 2017 anything from 8 - 18.

Honest

We need minimal retouching and makeup, viewers need to feel the women in these photographs could be them.

This is Lauren from Birmingham.

Lauren featured in #BeBeija; as an extension of the display adverts, she will be featured in an extended interview on the Beija website. This will include additional photography and video alongside an interview.

Customers visiting the website will recognise her from the campaign, and will have their new found trust in the brand reaffirmed when they learn more about Lauren and how she became a Beija Woman.

This can be said for all those featured in the #BeBeija campaign.

Example of Lauren's interview online

BL-Blog-mockup2BL-Blog-mockup2

Example of extended content used on social media to link to website

With an established and strong brand message, we can begin to roll Beija campaign creative out to regional cities, using data collected we can build customer insight profiles which precisely target top spenders.

The Takeover

Utilising both programmatic, above the line and experiential advertising techniques we can create a city-by-city takeover plan for key areas around the UK. Creating a 3-part week long strategy will allow for a staggard, constant stream of exposure within target cities.

Above the line advertising

BL-billboard-bus-3BL-billboard-bus-3

A staggard approach

1. Digital

Days 1-7
Begin with blanket coverage of digital platforms. The target audience will see a regular stream of Beija related content and brand advertising across social media and bought media on websites.

2. Above the line

Days 5-7
Through building interest via social the next step is to increase awareness via above the line advertising. Billboards, buses and bus stops, taxis etc. The idea being the city will one day being covered in the Beija brand.

3. Pop-up

Days 6-7
The week can culminate with a final experiential pop-up store. Campaign imagery will ensure the public recognise the brand, whilst also involving them in experiential activities.

We have in-depth knowledge of fashion marketing, regional fashion media and creative imagery. This can be utilised to plan and execute a successful launch campaign structure, targeting individual cities to generate interest, sales and loyalty.

Target Cities

Birmingham
Bristol
Manchester
Liverpool
Leeds
--

Edinburgh
Dublin

*Target cities all have premium department stores e.g Harvey Nichols/Selfridges