Aussiebum
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Or click here to view the full campaign plans book including budgeting and scheduling.
Client:
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This project was created for the brand Aussiebum, an Australian male swimwear brand which has a focus on revealing styles paired with a wide variety of themed graphic designs.
My Role:
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This campaign was completed in Semester 1, 2018 as part of a five person team, with my team members being Cheryllynne Richmond, Carla Burnside, Renzo Meneguzzo & Daniel Nalder.
The Brief:
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The majority of Aussiebum's current sales come from overseas consumers, with the brand having received great success in European countries due to being sold in popular department store's such as Harrods.
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Within the domestic market, however, Aussiebum's products can only be purchased online and domestic sales accounted for only 15% of yearly sales in 2017, resulting in Australian consumers currently having limited brand awareness of Aussiebum.
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Therefore, the goal of this project was to create an advertising campaign for Aussiebum's 2018/2019 summer swimwear line, with the primary aim being to create brand awareness and fresh brand associations within the Australian market.
Target Market:
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Australian Men aged 25-35
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Psychographics:
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Members of this target market have an interest in any type of water-based activity (i.e. Swimming, Surfing, Water Polo).
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The target market values fitness, personal appearance and are fashion conscious in choosing attire which can help display their physical figure.
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Members of this target market are self-confident and comfortable with personal expression of their masculinity, meaning they are fashion conscious in choosing attire which can help reflect this self-expression.
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Insights:
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1. Aussiebum's product category is largely seasonal, with the Summer being the peak period for sales.
While the 2018/2019 Summer period will be the largest focus of this campaign, promotional activities must begin in the lead up to this period for Aussiebum to benefit from an increased level of brand awareness during the Summer.
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2. Within Australia Aussiebum's products are exclusively available online, which has three main implications for this campaign:
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Advertising must attempt to direct Australian consumers towards Aussiebum's website.
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Australian consumers cannot currently view the products in-person before making a purchase.
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No domestic brand awareness can currently be generated by retail consumer foot traffic.
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3. Aussiebum's current tagline is "If you doubt yourself, Wear something else", which demonstrates Aussiebum's products to be currently positioned primarily as a fashion statement and means to express self-confidence.
The Idea:
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The core idea of this campaign aims to create a promotional activity which can reflect Aussiebum's current positioning as a statement of self-confidence, while engaging Australian consumers in a way which promotes interacting with the brand's online offerings.
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This core idea is a "design your own swimwear" national competition, where audiences are challenged to create a self-expressive swimwear design using an online tool on Aussiebum's website.
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The "design your own" competition, along with accompanying advertising activities, will take an aggressive stance towards challenging the target market to be confident in creating a personal expression of their masculinity, reflecting Aussiebum's established positioning and tagline.
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The winner's design, decided by a public vote, will be launched as a new official Aussiebum product offering during the peak holiday period, with the designer being featured in subsequent campaign promotions.
Executions:
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"Design Your Own" Competition:
The "design your own" competition promotion was created to reflect the core ideas of Aussiebum's existing branding, through a call to action for the target market to create a custom swimwear graphic design as a means of confident self-expression.
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The "design your own" promotion was also created as a means to provide consumers with additional motivations to visit Aussiebum's website, with it being the only location audiences can view the brand's product offerings.
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The "design your own" tool provided through Aussiebum's website would be a unique selling proposition within the market as no competitors, excluding private Etsy users, currently offer the tools to create and purchase customised swimwear designs.
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This promotion was created to serve as the unique selling proposition of this advertising campaign, as it can both relay the core brand attributes of Aussiebum to audiences while also incentivising additional sales and website traffic.
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This promotional activity is a large undertaking for the brand, however, we believe it can be achieved due to Aussiebum having a large established domestic manufacturing process and experience with releasing new swimwear designs at a very high regularity.
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Pop-Up Store:
The pop-up stores are a promotional activity which will appear in various locations throughout the east coast of Australia during the campaign, with the purpose to provide consumers with the ability examine and purchase Aussiebum products in-person.
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The pop-up stores will contain salespeople to attend to customers, tablet devices to access the "design your own" competition, roaming male models wearing Aussiebum products and a photoshoot area for audiences.
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As Aussiebum is relatively unknown domestically and exclusively sold online, the pop-up stores are essential to introduce domestic consumers to the brand's products and provide an in-person experience which can inform later viewing of the online product range.
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The pop-up shops also serve to expose foot traffic in relevant popular areas to the brand, assisting in both growing brand awareness and positioning Aussiebum as a competitive brand within the domestic market.
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Additionally, the rustic design and transitory nature of the pop-up stores will serve to give a "feet on the ground" type impression of the brand, assisting to display their domestic origins and mitigate their lack of retail presence.
Social Media:
Social media advertising will be used to re-enforce the campaign's other promotional activities, such as the "design your own" competition or nearby pop-up shops.
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Social media platforms are an effective medium for reaching the target market of this campaign, and suitable for ensuring audiences are guided towards Aussiebum's website or online promotions.
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As part of social media promotions, the Aussiebum YouTube channel will host a weekly vlog allowing viewers to follow along with promotional activities such as the pop-up shops, design competition voting and competition winners.
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All social media promotion will aim to incorporate Aussiebum's established branding, as the provocative nature of their brand image is effective in gaining attention within the social media space.
Provocative imagery from public real-life encounters, such as Aussiebum models at pop-up stores, would likely be especially effective in gaining domestic social media spread and generating brand awareness. Due to this consideration, the campaign will facilitate social media posting by providing a photoshoot area at pop up stores to pose with models or Aussiebum products.
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Print & Outdoor Media:
Magazine and out-of-home media will be used to re-enforce the campaign's other promotional activities through relevant advertising reflecting the provocative imagery and self-confidence values associated with the Aussiebum brand.
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Magazine placements were chosen as an effective was to reach the target market of this campaign through an effective choice of highly read, relevant publications such as Men's Health, GQ or Surfers Bible.
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The use of out-of-home media will ensure the Aussiebum brand is exposed to additional retail foot traffic, re-enforcing the domestic presence created by the pop-up store promotions.
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The use of these traditional media placements will assist in positioning Aussiebum as a competitive company within the market space, due to consumers more commonly associating the use of traditional media advertising with large, well established brands.
