360 Brand Campaign — M.M.LaFleur

Mar 11

THE idea

Everyone is in transition; going back to the office, becoming permanently WFH, changing jobs, leaving their careers, changing cities, breaking up, breaking up again, breaking up for real this time, having children, and seeing their families at long last. It isn’t a world that benefits from rigid conformity to outdated codes of conduct - especially ones that didn’t adapt with us over the past eighteen months. Luckily for us, our customer is both ready to spend and asking what to wear.

We’re answering her questions and re-introducing ourselves at the same time. We’re rewriting all of it; what workwear is, who we are, what the rules of the road can be. We get to own the narrative - defining formalities, outlining investment pieces, and delivering an energetic new version of “the basics”. We’re experts in this space, and we will show her that with thoughtful, charming guidance on how to dress like the woman she wants to be.

The Goals

01. Re-engage our existing customers

Meet them where they are today- more relaxed dressing, working from home, with a focus on comfort.

02. Reach new customers who thought they didn't need suits

Reintroduce the brand with a focus on our mission of empowering women, instead of only answering the need for traditional workwear.

03. Find our niche between workwear and loungewear

Focus on "hybrid dressing" and defining that niche for ourselves.

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The process

The Results

The Deliverables

Campaign Photoshoot + Launch Video: Capture a bright, exciting energy, and focus on empowering women to rethink how they are dressing for work

Content Series Featuring Real Women: Capture additional imagery to show the clothing on a variety of body types + highlight content that enriches the audience's lives

Social Activation: Meet our audience where they are- both digitally and IRL

The campaign: REWRITE THE RULES

A 360 campaign full of energy and playfulness, highlighting a mix of content designed and shot specifically for each channel- across paid ads, website, email, social, editorial content, and IRL social activation.