{"id":236,"date":"2025-03-18T07:32:11","date_gmt":"2025-03-18T07:32:11","guid":{"rendered":"https:\/\/torreses.annenberghosting.com\/?p=236"},"modified":"2025-03-26T04:36:32","modified_gmt":"2025-03-26T04:36:32","slug":"rl-x-be-adv-taglines","status":"publish","type":"post","link":"https:\/\/torreses.annenberghosting.com\/?p=236","title":{"rendered":"RL x BE Advertising Headline\/Taglines"},"content":{"rendered":"\n

Creative Brief<\/strong><\/h2>\n\n\n\n

Project: <\/strong>Ralph Lauren announces \u201cBirds of a Feather,\u201d a collaborative capsule collection with Billie Eilish inspired by her music video. <\/h2>\n\n\n\n

Tagline\/Headline<\/h2>\n\n\n\n

Birds of a Feather, Classics Stay Together <\/p>\n\n\n\n

What is the Task?<\/h2>\n\n\n\n

The premise of this collaboration is to announce a brand online exclusive collaborative collection between Ralph Lauren and Billie Eilish, \u201cBirds of a Feather\u201d inspired by her \u201cBirds of a Feather\u201d Music Video. Drawing from Ralph Lauren\u2019s classic and timeless style\u2014visible throughout their Western wear and preppy American staples, classic knits that are tried and true pieces popular throughout any fashion era coupled with Billie Eilish\u2019s avant-garde style of edgy designs, signature oversized silhouettes, camo designs and more\u2014 creating a blend of timeless classics through the perfect balance of precision and fluidity.
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What is the goal?<\/h2>\n\n\n\n

The ultimate call to action and goal for this campaign is to broaden what \u2018classic\u2019 means for Ralph Lauren to increase audience engagement, particularly with young adult women. To continuously create staple, classic looks\u2014you need to innovate. Creating this meaningful connection between their structured classic looks and Billie Eilish\u2019s more whimsical and slightly moody style, will exemplify as the song says \u201cBirds of a feather, we should stick together.\u201d Yes\u2014Ralph Lauren and innovation together create forever-evolving classics, and Ralph Lauren\u2019s pieces never go out of fashion.<\/p>\n\n\n\n

Launching the campaign exclusively online will encourage consumers to engage with Ralph Lauren in a digital medium as well. This will spark more audience engagement, interest, and traction to the home website rather than retailers and other affiliates, increasing direct sales and revenue and establishing the domain as the go-to for regular shopping, future collections or collaborations, and opportunities.<\/p>\n\n\n\n

The campaign\u2019s aims, specifically with Billie Eilish as a collaborator, would be to attract more young adults, who are part of Billie Eilish\u2019s core audience.<\/p>\n\n\n\n

Why do we need this?<\/h2>\n\n\n\n

 The campaign suggests that Ralph Lauren needs to engage further with young adults to expand its target audience. Currently, Ralph Lauren\u2019s target audience resonates with \u201cluxury\u201d and premium products. Young adults, GenZ, “want a cute, cheap outfit that looks great on Instagram,\u201d which is an obstacle for Ralph Lauren and a perspective that needs to be shifted. <\/p>\n\n\n\n

Collaborating with someone like Billie Eilish will not only fuse the definition of \u2018classic\u2019 American styles, but also attract a new generation more closely through storytelling, brand connection, and creating a new pseudo-relationship unliked other luxury brands.<\/p>\n\n\n\n

Who is the Target Audience?<\/h2>\n\n\n\n

The primary audience for this campaign would be Gen Z\/Millenials, approximately 16-35 years old, worldwide. They are especially interested in quality fashion, sustainability, storytelling, and, of course, music. These are fans of Billie Eilish who want to interact with and consume her brand on a more tangible level than music offers.<\/p>\n\n\n\n

Additionally, those who want to are attracted to the scarcity of limited-edition events, such as limited-edition campaigns, one-time collections, etc. fear missing an opportunity to have a unique product\u2014not everyone can have.<\/p>\n\n\n\n

Parents and families of the younger demographic. Getting your child the next \u2018it\u2019 toy is always something parents want to achieve around birthdays, holidays, end-of-year school celebrations, etc. This campaign gives them an extra opportunity to do so while also being a brand they personally know and recognize.<\/p>\n\n\n\n

What will make them listen to\/read our material?<\/h2>\n\n\n\n

Emotional Ties<\/p>\n\n\n\n

The collaboration being with Billie Eilish, a musical artist allows the campaign to pull from her emotional ties to individuals, creating a sense of need and yearning for this collection, in the same way that sports fans want jerseys<\/p>\n\n\n\n

The Aesthetics of New Classic Pieces <\/p>\n\n\n\n

On the fashion side, they are no not your everyday Ralph Lauren pieces with oversized knit sweaters, khaki cargo shorts, muted thermal long sleeves perfect for layering\u2014can be dressed up or dressed down, and a courdory flat cap, and three exclusive  Ralph Lauren Classic Polo Bear tees\u2014 dressed in a fusion of avant-garde oversized trousers with a fitted suit jacket or oversized khaki cargo shorts and a relaxed fit polo collared blouse worth waiting in a queue online for.<\/p>\n\n\n\n

Limited Edition<\/p>\n\n\n\n

As previously mentioned, the limited-time availability also serves as a call to action for consumers to stalk the company’s website, sign up for newsletters and email\/text alerts, attend events, etc.<\/p>\n\n\n\n

Sustainability<\/p>\n\n\n\n

As previously mentioned, while Gen Z does want to have frugal\/cheap fashion practices\u2014they also really value sustainability. Highlighting GenZ\u2019s desire to be sustainable and Ralph Lauren\u2019s timeless, long-lasting products and apparel go hand and hand making this collaboration one worth splurging on.<\/p>\n\n\n\n

Where will this story be told?<\/h2>\n\n\n\n

The campaign will be shared on billboards\/Bus stops, similar OOH elements in large metropolitan cities across the US, as well as internationally\/globally because Billie Eilish is an international sensation, and the campaign will be sold exclusively online\u2014making it accessible to all.<\/p>\n\n\n\n

Newsletters and social media campaigns for current followers and consumers of Ralph Lauren and Billie Eilish\u2019s audiences to be aware of the collaboration and expect the launch date.<\/p>\n\n\n\n

The ads and elements are expected to run on print and digital platforms such as<\/p>\n\n\n\n