The process of an effective advertising campaign |
by Sanne van Egmond and Dominique Nolen |
General
As we mentioned before that Linden & Barbosa want to make positive news for their
customers for the journalists to pick up on. To do that they prefer innovative and
creative ideas over the old ones, because people are already used to that.
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For Linden & Barbosa the most important thing is to think strategically focused on the
market and to keep the effective result in mind. Their secret is to know what is going
on in the world and of course; their creativity. Knowing what is going through the
minds of the influentials is what makes them successful. Therefore, Linden &
Barbosa prefers working with customers that are open for innovative ideas.
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The advertising campaign process
Linden & Barbosa always want to come with something new and exciting! To get that
they do a lot of brainstorming, which they divide into two fases. In the first fase of the
brainstorm everybody is allowed to bring everything in. In the second fase of the
brainstorm they are looking at how it would turn out in the reality by asking questions
like: Is it logical? Is it doable? Keeping in mind their six key questions:
1. Is it an unusual spectacle?
2. Is it connected to a recent topic?
3. Is it emotionally charged?
4. Can you identify with it?
5. Is a strong institution or network involved?
6. Are there pictures of it?
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When Linden & Barbosa received the instruction to give the campaign ’Denim on the
Move’ more publicity they came up with the idea to present the new collection and
show the diversity of denim. A real challenge. Therefor they decided to collaborate
with the event agency JEZ. Together they came up with the idea to present the
collection in a seven days theme. With the themes Laidback Sunday, Manic Monday,
Trendy Tuesday, Winning Wednesday, Throwback Thursday, Casual Friday and
Sparkling Saturday. Every day of the week was included in the pers event.
Denim was very much connected to a recent topic as it was one of the biggest trends
at the moment. Next to that Grazia published a survey about denim in collaboration
with C&A which stated that we actually want to wear denim more than once a week!
(this survey was also sent to multiple news media like nu.nl, telegraaf.nl and the
Spits) To embrace the raw feeling of denim, the pers event was located in a barn in
Amsterdam called ’Roest.’
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The Denim on the Move pers event turned out to be quite successful! Over fifty
media came to the event, including journalists, fashion bloggers, stylists and
photographers. We even spotted a few like Suz (fashionisaparty.com), Larissa
(http://www.kittehscupcakes.nl/) and Bastiaan (http://www.bastiaanvanschaik.com/).
After the event Linden & Barbosa released a pers release with a photo reportage of
the show, a video and information about the collection. The content in the pers
release could also immediately be shared on various social media platforms.
!29.