Launching Beija London 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?
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.
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
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
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
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.
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
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.