Advertising Campaign Plans Book Rafael Bruler | Natasha Janic | Kola Ogunshote | Chelsea Trautman | Andrew Zamorski

SITUATION ANALYSIS

Company history Abercrombie & Fitch: Founded in 1892 by David T. Abercrombie and Ezra Fitch Originally an elite outfitter of sporting and excursion goods known for its expensive shotguns, fishing rods, fishing boats and tents Now a global clothing retailer based in Columbus Ohio, operating hundreds of stores and a direct-to-consumer operation. Known for cool, quality clothing Controversial for its sexualized ads, employee dress codes, elitist attitude, discrimination against employees and alienation of some consumer segments Now embracing lower prices, social responsibility and diversity after the exit of former CEO, Mike Jeffries Still struggling due to recession, low consumer spending and inability to connect to young consumer targets

Product Information Attributes & Pricing: Iconic, modern classics Classy and cool Aspirational look, feel, and attitude. Kids’ version known for its made-to-play durability, comfort and on-trend designs. Priced at a premium due to company’s luxury image Many consumers believe that they are overpriced.

Consumer Information Current users: Young adults and college age consumers, 18 –22 years old. (Abercrombie & Fitch) Young high school age consumers, 14–18 years old. (Hollister – which offers clothing at a lower price point than the parent brand. Young middle school age consumers, 7–14 years old. (abercrombie kids - the children's version of the parent brand A&F). Young adults, 22-32 years old, who remain nostalgic about their college days and association with the brand (A&F) Major competitors: (Source Nasdaq, 2015)

SWOT Analysis Opportunities: Opportunity for innovation and adoption of new marketing and advertising strategies Opportunity to revamp the brand’s image and positioning Opportunity to change the A&F’s corporate and brand perception for the better A chance to address product quality, price and access A chance to effectively confront competition and reposition for the future Threats: The continuing economic recession and low consumer spending Competition from other quality brands with lower prices Controversial company history and discriminatory employment practices Negative posture towards some consumers, fat shaming, etc. Declining interest and loyalty by primary consumer targets Strengths: A long heritage of quality craftsmanship dating back to 1892 Product availability and an existing large network of national and global retail outlets Global brand with global recognition Emotional connection to many generations of American youths Current brand segmentation to target different youth segments through subsidiaries such as Hollister and abercrombie kids. Weaknesses: Perception as a very expensive brand Negative perception over legal battles and controversial employment practices Controversial perception of the company’s management and its corporate culture Inability to connect with young millennials who have a different attitude to the company’s products and its sexualized advertising messages Difficulty in getting information on corporate website

Problems and Opportunities Problem: Declining sales and slowing corporate financial performance Opportunity: To engage in innovation and improve sales and marketing strategies Problem: Competition from lower priced brands Opportunity: To differentiate the brand and highlight A&F’s brand quality and heritage Problem: Negative perception of company culture and employment practices Opportunity: To change perception, embrace social responsibility, improve employee engagement and build corporate credibility Problem: Perception of brand as being too expensive Opportunity: To address product quality, availability and competitive pricing issues Problem: Declining interest and loyalty by primary consumer targets Opportunity: To attract and engage young consumer targets through creative advertising and innovative social media strategies; or by targeting new consumer segments

KEY STRATEGIC DECISIONS

BACKGROUND Today’s tech-savvy millennials are resistant to celebrity endorsers and sexualization in advertising. They rely on influencers, friends and other consumers to help shape their sense of style and drive their purchase intent from unbiased viewpoints. A&F’s traditional, one-way communication to impose itself as an exclusive brand for the cool and popular, while not listening to the desires and tastes of a broader audience of millennials, has created a gap between the retailer and its target audience, leading to a major drop in sales and loss of market share. The brand’s advertising approach has an artificial, unrealistic tone that does not capture the environment and lifestyles of young adults A&F is trying to reach.

Campaign Overarching Goal The main focus of the year-long advertising campaign is to bring A&F closer to a broader audience of urban, dynamic and multi-tasked millennials, reaching out to them through more realistic and interactive contents that better relate to their lifestyles and situations they identify with. The campaign intends to shift consumer perception of A&F from an exclusive niche brand to a brand that fits multiple modern lifestyles

Target Audience Male/Female | 18-25 | Upper Class/Upper Middle Class | Interest Group: Young adults with sense of style and attitude, going to college or already pursuing a college degree and starting their professional careers.

Advertising Objectives and Strategy Reposition A&F from an exclusive niche brand to a brand that fits urban millennials of multiple lifestyles, from college students to young professionals willing to make good impression in their social circle. Strategy 1 Develop advertising content that reflects different lifestyles of young adults in different indoor/outdoor urban settings. Use creative storytelling to capture situations the target audience can relate to and interact with.

Advertising Objectives and Strategy Shift consumer perception of A&F from “an expensive brand they’re not cool enough to wear” to “a high quality brand they identify with”, increasing consumer association to the latter by 25% at the end of the campaign. Strategy 2 Develop advertising content that’s less focused on displaying the clothes and more focused on the situations they portray or moments they capture. The advertising should “zoom out” of the product/brand and turn the spotlights to the consumer, with models representing millennials in situations they can relate to.

Advertising Objectives and Strategy Increase consumer interaction and engagement on social media channels by 20% (number of likes, comments and shares on Facebook, Instagram and Pinterest, mentions and retweets on Twitter). Strategy 3 Raise the amount of conversation on A&F’s social media channels and allow a less formal, less product-focused conversation between the brand and consumers. Perform social media listening on a monthly basis to measure and evaluate the campaign’s impact on shifting consumer perception of A&F in social media.

Advertising Objectives and Strategy 10% total increase in new members/followers of A&F’s owned media channels (website sign ups, Facebook page likes, followers on Twitter and Pinterest) Strategy 4 Through the campaign’s interactive and appealing elements, generate social media buzz to attract new visitors/members to the brand’s owned media channels.

Advertising Objectives and Strategy Generate positive reviews from influencers on A&F’s repositioning efforts, outnumbering by 25% the negative stories about the brand in earned media channels. (PR/AD common goal) Strategy 5 Reach out to key advertising trade publications and fashion bloggers so influencers acknowledge A&F’s new campaign approach towards a broader audience of millennials. Run a brand audit every month to measure and evaluate the campaign’s impact on shifting influencer perception of A&F and generating positive reviews and endorsement.

Advertising Objectives and Strategy Raise A&F’s Market share from 10.72% to 20% by the end of 2016. Strategy 6 Regain the trust and interest from consumers that had migrated to competitors and attract new consumers through the brand’s new communication approach to increase sales and market share.

MEDIA RECOMMENDATIONS

Media Objectives Reach 70% of the target audience of young professionals ages 18-25, 2+ times per week combined across mediums during the year-long campaign. Reach 40% of the target audience through the advertisements on television and online streaming platforms at least once per week during the year-long campaign. Reach 50% of the target audience where they have an opportunity to interact with the brand at least once per month through social media platforms during the year-long campaign. Reach bloggers and influencers to motivate them to generate positive digital word of mouth for A & F and its products at least once per quarter.

Media Mix and Rationale Television Online Streaming Digital Music Service Social Media Social Influencers and Bloggers

Scheduling Strategies Television: Prime time TV Online streaming: Hulu Digital Music Service: Spotify and Pandora Social Media: Facebook, Twitter, Instagram, Snapchat Social Influencers and Bloggers: 1 post/quarter

Media Schedule and Tactics

CREATIVE BRIEF

Project Description Sixty second television/online streaming ad to advertise A&F Jeans Purpose: The primary purpose of the commercial is to depict Abercrombie and Fitch as a relevant brand to the millennial generation while highlighting the quality of Abercrombie and Fitch clothing. The advertisement should initiate positive social media buzz and encourage connection to the brand’s owned media channels, leading to an increase in sales. Style and Tone: The advertisement should connect with the multi-tasking, social media-driven millennials with realistic content and tone. Consumers should view Abercrombie and Fitch as a brand that suits multiple modern lifestyles.

Copy Points: Reflect different lifestyles of today’s various millennials Use storytelling to capture situations relatable to target audience Put the spotlight on Abercrombie and Fitch consumers Benefits: Quality craftsmanship of clothing Highly accessible, global brand Clothing for all occasions Call to Action: Encourage target audience to employ #MyFitchFit to initiate conversation about the quality and fit of Abercrombie & Fitch clothing. The #MyFitchFit campaign should inspire consumers to share how Abercrombie and Fitch fits into their way of life.

CREATIVE EXECUTIONS

Abercrombie & Fitch Commercial Follows Creative Brief Objective #1: Reposition A&F from an exclusive niche brand to a brand that fits urban millennials of multiple lifestyles, from college students to young professionals willing to make good impression in their social circle. Target: Male/Female | 18-25 | Upper Class/Upper Middle Class | Interest Group: Young adults with sense of style and attitude, going to college or already pursuing a college degree and starting their professional careers. Result: Created ad that is urban millennial focused. Main character is a professional, independent, technology-minded, multi-tasking female. Sets up tagline/hashtag to use in future campaigns. Also creates a tone for the future campaigns as well. Think of the male perspective.

Tagline: A Brand That Fits Take a look at Objective #1 again: Reposition A&F from an exclusive niche brand to a brand that fits urban millennials of multiple lifestyles, from college students to young professionals willing to make good impression in their social circle Multiple meanings: the clothes fit well, the brand fits with the target audience Objective #2: Shift consumer perception of A&F from “an expensive brand they’re not cool enough to wear” to “a high quality brand they identify with”, increasing consumer association to the latter in 25% by the end of the campaign The tagline works in tandem with the social aspect

Interactive: #MyFitchFit Objective #3 Increase consumer interaction and engagement on social media channels by 20% (number of likes, comments and shares on Facebook, Instagram and Pinterest, mentions and retweets on Twitter). Objective #4 10% total increase in new members/followers of A&F’s owned media channels (website sign ups, Facebook page likes, followers on Twitter and Pinterest) Objective #5 Generate positive reviews from influencers on A&F’s repositioning efforts, outnumbering by 25% the negative stories about the brand in earned media channels. (PR/AD common goal) The #MyFitchFit campaign will encourage social media interaction with millennials by allowing them to share how Abercrombie and Fitch fits their lifestyle through Instagram, Twitter, and Facebook posts.

#MyFitchFit

AGENCY TEAM KOLA OGUNSHOTE - ACCOUNT MANAGER RAFAEL BRULER - PLANNING DIRECTOR NATASHA JANIC - MEDIA DIRECTOR CHELSEA TRAUTMAN - CREATIVE DIRECTOR ANDREW ZAMORSKI - ART DIRECTOR