client:heylola( string your story together ·...
TRANSCRIPT
Client: Hey Lola Creative Team: Kristin Kreher Project Deadline: Dec. 17, 2013 An advertising campaign for Hey Lola targeted at Peoria women. Executions include print, social, out of home, and nontraditional advertisements.
String your story together
Client: Hey Lola Creative Team: Kristin Kreher
CAMPAIGN STRATEGY 1. Communication Objectives • TO INFORM: Hey Lola is located at 933 Sheridan Street in Peoria. • TO INFORM: Hey Lola sells unique handcrafted jewelry made from both new and old pieces, with the option of customizing the creations. • TO BUILD BRAND: Hey Lola jewelry highlights individual beauty and creativity 2. Target Audience The target is a single woman living in Peoria between the ages of 24 and 35. She is a member of the middle class and is early in her career with a fair amount of discretionary income. Creative and artsy, she has a taste for unique accessories that make a statement. She values quality and is willing to spend money on handcrafted products. The target values customization and personal service. Imaginative, carefree, and adventurous, she enjoys exploring her city and discovering hidden treasures. She is concerned with her community and likes to shop at locally owned stores. In advertisements, she appreciates creative efforts to build emotional connections and tell a story rather than a straight presentation of facts. 3. Creative Concept and Big Idea The big idea for this campaign is, “Some thread, a link, beads, and a stone, each a character with a story you’ll own.” Your style is more than what you wear; it is a portrayal of who you want to be on a particular day, a reflection of your greatest dreams and quirkiest whims, a peek at a life with many adventures, and a compilation of creativity and thoughtfulness. Your style is you. It is shown through the accessories you wear, and these pieces of jewelry can tell a story. Hey Lola helps customers find and create unique accessories that highlight their individuality. The creative concept for this campaign encompasses all of these ideas. While each ad may speak to a slightly different segment of the target audience, the words and tone that are used in the copy create a cohesive campaign. Each execution uses effective media planning to reach the target in a highly relevant way so that the messages will resonate. Powerful words draw readers into the advertisements, and they unite the personalities of the viewers and Hey Lola.
Client: Hey Lola Creative Team: Kristin Kreher
COPY LIGHT PRINT AD Format: Copy light print ad, magazine: The Peorian, Lifestyle section, Weddings division Headline: Start your story with ours. Copy: Hey Lola’s handcrafted jewelry releases your individual beauty on your wedding day. Visit us at 933 Sheridan St. to create customized works of art for you and your bridal party. Extra Details: Picture of a smiling woman in a wedding dress looking off to the side with a headband made of flowers and a veil attached, warm and soft colors, Hey Lola name and logo in bottom right corner ONLINE SOCIAL AD Format: Facebook promoted post to appear in the News Feeds of Peoria women that have demonstrated an interest in wedding-‐related items, Status with a photo and link Status Copy: Find your something old, pick your something new, bring your something borrowed, and choose your something blue. Let Hey Lola string your story together with jewelry to release your individual beauty on your wedding day. Photo Copy: Share this post and receive a code for 25% off a custom piece of jewelry for your wedding day! Extra Details: Close up picture of a beautiful and unique bracelet worn by a woman in a wedding gown and holding a bouquet, Hey Lola name and logo in bottom right corner, those who “share” the picture will receive an inbox message with a code for the discount
Client: Hey Lola Creative Team: Kristin Kreher
OUT OF HOME AD Format: Sidewalk square Copy: A vintage chain, a forgotten bead, and your grandmother’s locket. String your story together at Hey Lola. 933 Sheridan. Extra Details: Mosaic composite of beads, buttons, wires, chains, random objects, etc. to replace a square in a sidewalk outside local businesses/restaurants, script font wound around found pieces, purpose is to build brand and complement other ads – not necessarily provide a ton of information (ad will be a secondary ad, not to stand completely by itself)
Client: Hey Lola Creative Team: Kristin Kreher
Client: Hey Lola Creative Team: Kristin Kreher
NONTRADITIONAL AD Format: Non-‐traditional; bottom of shopping bag Copy:
Don’t get lost at the bottom of the pile. Stand out and show your story with customized jewelry from Hey Lola.
933 Sheridan Street | Peoria, IL Extra Details: This ad will be printed on the inside of the bottom of a paper shopping bag (think American Eagle or similar stores in the mall) from other local boutiques. Shoppers will see it when taking items out of the bags. Ladies of the target audience will love it because they are adventurous and like to discover new things, so they will enjoy finding this in the bag. The first sentence ties in the media placement. It invites customers to show not tell their story by wearing Hey Lola jewelry, highlighting the power and unique ability of Hey Lola pieces to do this. By printing this in the bags of other boutiques, small business owners may unite to promote shopping locally. The small shops could all work out an agreement where they would print such messages for each other so as to promote all the shops; this could help reduce advertising costs as well. Additionally, it helps target those women that are interested in exploring their city and discovering unique shops, which are key characteristics of the target audience.