#BuildYourBrandy:

hrough a digital competitive review, I identified that while Brandy Melville is a timeless brand with high customer engagement, it faces criticism for its lack of size inclusivity. The competitive landscape includes brands like Garage, Aritzia, and Urban Outfitters, which cater to diverse body types. This insight presented a clear opportunity: by embracing inclusivity and diversity, Brandy Melville could reposition itself in the market and tap into a new audience.

Additionally, I noted the growing trend of people embracing their cultural heritage. With Brandy Melville's established reputation for minimalist aesthetics and simplicity, introducing country-themed shirts was a strategic move that aligned with current fashion trends.

Target Audience and Campaign Message

To effectively connect with our target audience, I developed detailed personas, including "Teenage Taina," a 14-year-old of Brazilian heritage, and "College Carlota," a 21-year-old student from Spain. These personas helped define our campaign message: "Embrace your roots and share your unique story with the world." The #BuildYourBrandy collection encourages individuals to celebrate their heritage while wearing clothes that truly fit them.

Multi-Channel Marketing Strategy

The campaign's strategy involved leveraging social media platforms like Instagram, TikTok, and Pinterest. Key tactics included:

• Social Media Posts: Highlighting models and followers sharing their heritage stories while wearing the #BuildYourBrandy shirts. These posts foster a sense of community and cultural pride.
• Influencer Collaborations: Partnering with micro-influencers of diverse backgrounds to authentically represent the brand's new direction.
• User-Generated Content: Encouraging customers to upload photos and videos of themselves wearing the collection and sharing what they love about their heritage.

The content was designed to span from July 4th to September 16th, aligning with various national and independence days of different countries. This timeline not only made the campaign seasonally relevant but also added an element of excitement and cultural celebration.

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What I Learned from This Project

This campaign project was a valuable learning experience for several reasons:

1. The Power of Inclusivity: The competitive review and market analysis revealed that inclusivity is not just a moral imperative but also a strategic one. Brands that embrace diversity in their product lines can significantly expand their customer base.
2. Multi-Channel Marketing: Developing a strategy that seamlessly integrates various social media platforms, influencer marketing, and user-generated content demonstrated how to create a cohesive campaign that resonates across different audience segments.
3. Balancing Budget with Impact: Planning the budget to maximize impressions and engagement while maintaining a desirable ROAS was a crucial exercise in strategic financial planning for marketing campaigns.

Overall, the #BuildYourBrandy campaign is not just about launching a new product line; it's about redefining what the brand stands for in an evolving marketplace. By championing diversity and inclusivity, Brandy Melville can expand its reach, foster positive brand perception, and pave the way for a more inclusive future in fashion.

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