360° brand campaign
black fri-yaY | LOFT
The Challenge
Break through the chaos of the Black Friday competitive landscape to hook customers with an eye-catching 360˚ campaign.
MY ROLE
Campaign Strategy
Social Media Strategy
Product Development
SUMMARY
As a business that’s promotionally driven year round, LOFT needed more than discounts to draw in customers for Black Friday—the most financially important season of the year. With limited budget, we challenged ourselves to create a highly emotional campaign using our everyday tools.
PRODUCT DEVELOPMENT
For inspiration, we started with the product line—and our knowledge of what customers love most about LOFT: vibrant, feminine floral prints. We identified our design team’s most powerful print for the upcoming winter season, and colored it in bold reds, black and white. Then we developed it into a limited-edition capsule collection of best-selling holiday styles—something she’d have to have.
CAMPAIGN
Confident we had a seriously good collection, we wanted it to be impossible to miss—so we made the floral print the foundation of the entire marketing campaign. We splashed it across every customer-facing touchpoint: hand-painted photoshoot sets, store windows, eComm experience, shopping bags, our social media accounts, digital media partnerships, and more.
eXTENSIONS
To create anticipation prior to launch, we seeded a range of influencers with a universally-flattering wrap dress from the collection. And to drive customers in store on Black Friday, we developed a custom floral tote bag, offered to shoppers as a gift with purchase.
