BDG Integrated Marketing Campaign Proposal
Looking to solidify Urban Outfitters as a authentic and trustworthy brand the “How do you BDG” IMC campaign brings this to life.
Focus
Campaign Development
The brief:
Create a IMC campaign with a denim brand with a theme of social activism.
The concept:
A campaign that spotlights BDG’s actual customers and their personal style as well as showcasing local young artists.
The demographic:
Current BDG customers as well as other young creatives looking for an authentic clothing brand.
Concept expanded:
The campaign images were taken with the aim to be authentic, relatable and fun. The campaign centered around meeting consumers where they are: at home. This highlighted the creative spaces customers surround themselves with which BDG could associate themselves with. The use of flash added to the “in the moment” feel of the images.
The deliverables:
campaign images
campaign development and activation
indesign layout design
campaign report
The application of the campaign images are made to be used in multiple media forms such as in analog and online spaces
Goals:
The goal of "How Do You BDG?" was to bring a rawness to BDG by having "candid" photos of real customers, which was essential in centering the customer. Focussing the campaign around the customer allows BDG to form a deeper connection to the customer through coming across as authentic and genuine.
The original document containing all the information about this campaign is available upon request.
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