Hermes: campaign extension to new audiences
beauty is a gesture
description
Hermés is known as an archival brand with a timeless quality and easy elegance. In March 2020, they launched into a new category for the brand: cosmetics. Beginning with lipsticks, Hermés launched the campaign “beauty is a gesture”. In light of the Corona Virus Pandemic, I saw this as the perfect opportunity to expand the campaign and broaden the iconic brand’s reach. Hermés was only capitalizing on the meaning of the word “gesture” as a movement. However, gesture is commonly used to refer to an act of good. Therefore, from a PR standpoint, I felt the Hermés should expand their interpretation of “gesture” to include not only movement, but also acts of good. Furthermore, as Gen Z and Millennials are generations of strong social values, as well as of prolific online presences, this extension of the campaign will target these two younger demographics.
my contributions
All of the research related to this project was done collaboratively. However, I came up with the campaign idea and produced all of the deliverables (mockups, copy, motion media, etc.), as well as designed the powerpoint showcasing our research, analysis and justifications. My group supported me in the deliverables work by sourcing royalty free media at my direction.
The research included is a summary of key insights and does not represent the full extent of our research.
Executive Summary, SWOT, Competitive Analysis, Positioning Statement
initial research
Consumer Demographics, Research Goals of Consumer Insights, Selection and Justification, Primary Sources
target consumer
Communication Objectives, Communication Mix, Communication Brief
IMC PLAN
Timeline, Activity Map, Budget Allocations, Digital Marketing, Embedded Advertising
campaign
Instagram, Youtube, TikTok
advertising mockups
