Creative Brief- Leo S

Creative Brief

Title: Instagram Your Look

Audience: The key audience will be mostly 18-30 year olds, journalists, bloggers, online magazines, and people that would like to be seen as fashionable individuals.

Current understanding: The current understanding of Asos is that is a youthful, very British styled brand. They get their inspiration from street style mostly in London and make clothing to represent that population of people. The understanding of Instagram is kind of a same demographic, more middle class. They have to have enough income to afford an iphone to take the instagram photographs. And the current understanding of Lookbook.nu is a very international crowd. Mostly 16-30 year old’s. The socio-economic demographic within lookbook is extremely widespread. It ranges from all designer, high end bloggers to all handmade, vintage, thrifted, or DIY bloggers.

Strategy/Execution: The strategy is to combine Lookbook, Asos, and Instagram into a fusion of photography and fashion. Obviously you already need photography to be an online fashion blogger. Instagram is introducing itself as the new way to take these photographs to give them a certain feel without having to purchase Photoshop or any other programs. I plan to do online banners and advertisements showcasing the fusion of these three companies.

Budget: The great thing about online blogging and instagram is that its free. Its an entirely democratic system with a basic voting layout. Although, one does need to purchase an iphone to have the instagram app. The only cost will be once the person uploads their instagramed photo to lookbook, Asos issues a discount. They will gain this money back by having returning and loyal customers. It will bring about more brand awareness, trust (if they like the product), comfort, and excitement. Obviously there will be the cost of photography, styling, and shoots for the online ads, but I am able to easily produce those myself to reduce costs. Realistically, if this were to actually appear, this would be a huge cost.

It’s a short term campaign but I think it will be effective in the lookbook community because people already display lots of ASOS clothing on lookbook. Now, it will be showcased and enhanced by making a discount with the inclusion of the competition. I figured, once an individual has enough “hypes” on lookbook, they become an ASOS brand ambassador, where they receive more discounts, and possibly appear in an ASOS ad. ASOS also has a magazine that can be incorporated with the ambassadors as well. Maybe they can be a special guest stylist for the next issue of ASOS mag.