Pickwick & Weller wanted to expand their customer base and introduce a younger audience. Our tees were designed and made in the America, so they were moderately priced compared to the fast fashion competitors. We wanted to convince the younger consumer that spending a bit more on quality tee will feel, look, and last longer than the competitors.
The campaign was designed around Instagram because it is the most used and visual social media tool that the younger consumers were using. The strategy was a simple three step process—purchase any tee from the website, style and snap a photo of your outfit, and post it on Instagram by using the hashtag provided. Once these steps are completed, they were credited back $15 to their account. This empowered users to express their sense of style because the tees are very flexible for any occasion and it generated buzz and fresh user content.
For this video I art directed, I got to collaborate with a videographer, Scott Hammel, to show the process in an entertaining fashion. We've enlisted Julia from Gal Meets Glam, a style influencer, to be the main focal point of the video which we incorporated her personal style and lifestyle to feel relatable.
The customers were sent to this page to enlist into the stylist program. The page had the steps on how the program works and also a dedicated gallery of all the photos that the customers tagged on Instagram infiltrated with our own set of photos of the tees. The gallery functioned as a curated style gallery and encouraged social sharing.