Beth and myself built a home studio in Beth’s bedroom to photograph our campaign, inspired by the Moschino Fresh Couture range. Prior to the photoshoot day we bought a variety of household essentials, cleaning products, and other props to be featured in our photoshoot as well as the Fresh Couture Moschino phone case, which we created the shoot around.
We wanted our photographs to be clean, professional and to a high standard so we played around with lighting, backdrops and camera settings throughout they day. Both Beth and myself contributed to all aspects of the shoot and we pre planned many of our ideas so the shoot flowed well on the day.
We created a Snapchat account for our ‘Scream Moschino’ campaign and we used the app to document behind the scenes pictures and videos to our story so consumers could engage with the campaign.
The commercial video for Moschino's Fresh perfume shows off the comical and tongue-in-cheek feel of their collection, and the brand image as a whole, using mundane aspects of everyday life and reinventing them.
B&M STORES
Collecting images to inspire the design of our own labels
Aim to stick with the same girly colours and keep the theme tongue-in-cheek.
Gaining a thorough understanding of our target consumer group - Generation Z - has tied together all of our elements so well. Phrases such as 'Aspirational Browsing', 'Product Authenticity' and 'Tech-Savvy' have cropped up within our research into both Generation Z and individual channels, Tumblr and Snapchat. It has also allowed us to eliminate extra elements that are not of significant relevance to our consumer group, as they once were, namely Facebook and Twitter. This has benefitted us as we could focus our time on channels and outputs that were of a high level of appropriateness for our market.
In 2014,
the World’s biggest social network, Facebook, logged only 2% growth; a statistic
that may cause alarm. Worry not, this is not the death of social media, but a
dramatic shift in the favoured platform of social’s savviest users; teenagers.
In the same year, Tumblr was the fastest growing social media site with 120%
growth (Bell, 2015). Anything that can outpace Facebook is worth paying attention to!
Tumblr’s success has been put down to it ease of use and
mixed media appeal and has been described as “the best place in the world for
creative communities”; an area which has historically not been supported by
Facebook and Twitter. For the fashion industry, the visual nature of Tumblr
resonates strongly (50% of all content is photos), which has lead to rapid
uptake by many of the industry’s leading brands and personalities, firmly
pushing it into the mainstream. Unlike both Facebook and Twitter, users can
have full control over the appearance of their blog, an aspect extremely
attractive for brands, as their Tumblr blog can look and feel exactly like
their dotcom; making it an extension of the brand’s existing channels. Brands
are also incredibly receptive to Tumblr because of the potential reach that is
offered by the site’s model. Previous Director of Fashion at Tumblr, Rich Tong,
explained “It’s a one point of creation, two points of distribution [the reblogger’s
Tumblr page and their follower’s dashboards] model. Effectively it can then
scale to a point where this content ends up going everywhere on the web. And it
does happen a lot, especially with incredible hi-res fashion photos. That is
not necessarily the case with Facebook and Twitter.” (WGSN, 2011).
It may be
difficult for brand’s to understand how Tumblr’s audience aligns with that of
their brand however Tong sets this straight; “Oscar de la Renta sells
$5,000-$10,000 dresses; there is absolutely no correlation between those
dresses and a 15-year-old in the Tumblr community. But Erica Bearman [Director
of Communications at Oscar de la Renta] is aiming more for establishing the
Oscar brand in that little girl’s mind, so that when she grows up and does
become established or successful, or becomes engaged and wants to get married,
she’s thinking: ‘I want to be in an Oscar dress, I want to be an Oscar girl’.
It’s really about the persistence of the brand; seeding the Oscar brand in
these girls’ minds really, really early on. It’s a long term play” (WGSN, 2011).
Tumblr’s
users are notoriously ‘plugged in’ to the social space, and have genuine
passion for what they are creating and sharing. Connecting with users as
consumers relies on trust between the two parties; “Our users care a lot more
about the genuine and the authentic, so the way that you can sell to them is
through capitalising on that trust” Tong explains. Thus e-commerce does not
really fit into Tumblr; the community is very aware of what they’re being sold,
and they do not appreciate that.
Gaining a thorough understanding of Tumblr allowed us to concentrate more on our Tumblr blog than we had originally planned. It also supported our original idea of using various social platforms to market brand-entry level products to a younger audience, as Rich Tong described and praised other high-end brands for doing so.
Gaining a thorough understanding of Tumblr allowed us to concentrate more on our Tumblr blog than we had originally planned. It also supported our original idea of using various social platforms to market brand-entry level products to a younger audience, as Rich Tong described and praised other high-end brands for doing so.
In 2016, everything has to be social. Even things that you might think to be unsociable - like online shopping – are being pushed into the world of social through mobile retail. New initiatives are popping up all over the app store, such as Villoid, the brainchild of Alexa Chung, is seen as a cross between Instagram and Pinterest – only with a buy button (Driscoll, 2015). Apps alike Villoid aim to combine playful elements of both social media and m-commerce to create a new and exciting shopping experience. In the age of the smartphone hosting an m-commerce operation is easier than ever with a number of apps at the disposal of anyone who wants to use them. Combining the two experiences can be incredibly effective for impacting the generation whose life is so heavily documented through social media (Housley, 2015).
This helped us to decide on a future strategy for our digital campaign, a mobile-based buying and selling shop. Particularly because our audience of Generation Z'ers are considered 'early adopters' to all things tech and social, it enabled us to form a plan to implement while the initiatives are still of interest to 'early adopters'.
Scream Queens, Fox’s hit TV show featuring tongue-in-cheek horror and comedy. lead by Chanel Oberlin and her posy of ‘Chanels’ whose quick-witted attitude and sophisticated style has run up an internet frenzy. The star-studded cast, including Emma Roberts, Lea Michele and Ariana Grande have an incredible social media following between them (5.6million, 3million and 63.2million respectively) escalating the show’s success. Scream Queens is cleverly marketed to a social-media-obsessed audience and the creators have employed a social strategy that has youth-driven handwriting with witty and engaging content, also utilizing the power of Instagram by leaving clues about the serial killer’s identity. An immense level of conversation has been generated across a number of youth-driven platforms including Tumblr and Snapchat with fans making and sharing GIFs of the characters and quotes taken from the sharp and witty script, which uses a multitude of pop culture references including ‘Sweet Yeezus’ and a serious love for ‘Waterfalls’ by TLC. The sugar-sweet wardrobe of Chanel and the Chanels has taken inspiration from Moschino, with oversized, over-the-top accessories and pastel-colours (Owen, 2015).
Scream Queens was of great influence to us as the show has successfully played upon pop culture and uses tongue-in-cheek and witty comedy, which audiences have relished. The show's highly sought after wardrobe is influenced by Moschino, so for us, taking influence from the show seems natural. Scream Queens helped us in coming up with ideas for the 'Scream Moschino' spin on things; such as product labels.
