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Introduction
Celebrities are joining Stella McCartney in her mission where she can be seen wearing bunny outfit. A huge activation in London’s Piccadilly Circus is held to call on more people to sign the petition and comply with the aim of the campaign.
Ethical aim of the campaign
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To put a stop to global fur farming, (North America, Europe, Asia) petition calling on all countries.
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To ban import of fur and its sale in UK.
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Calls people in the fashion industry and across the globe to sign HSI’s(Human Society International) petition to create a fur-free society.
Measure taken on website
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Direct link in the website short, funny, direct and comprehended.
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It even launched a campaign ‘Our Time has Come’ to highlight the message of Animals as equals
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To raise awareness about the cruelty inflicted on them for fur and leather in the fashion
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Raising awareness with facts on the environmental impacts of this process.
Shared media: Key influence leaders approaching to sign anti fur petition
MARY MCARTNEY
JUDI DENCH
AALIYAH RAMSEY
NATHALIE EMMANUEL
(most liked post)
Concept
Over the last year, as human activity slowed, we saw creatures of all stripes and sizes return to global cities initiating the Animals as equals. It is a fantasy of an egalitarian society where these species live freely, reclaim their places amongst humans thus behaving like humans. In the story they have attained a hero journey and boldly declaring: Our time has come! It is inspired by ‘J is for Joy’ from McCartney’s A to Z Manifesto. It is captured as a nature mockumentary(subtle mockery with documentation approach) shot by legendary fashion photographers Mert & Marcus, narrated by British comedian David Walliams. The film is an optimistic, energetic, colorful vision capturing a range of creatures real and imaginary joyfully living their lives in London, with Stella’s signature humor keep a check on eco anxiety.
Result
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Having sold over 1 million of vegan, iconic Vegan Frayme Bag.
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Falabella bags, with alternative ‘shaggy deer’ technique, have also prevented the deaths of approximately 400,000 cows.
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According to the Humane Society, support from the public evident with 73 percent of people being in support of the organization’s proposal to ban fur sales in UK furthermore and 93 percent of people are against wearing real fur products.
“As the U.K. government considers our call for a ban on the import and sale of fur from animals who have suffered overseas, this light-hearted campaign sheds light on a serious subject.”
- Claire Bass, executive director of Humane Society.-
Other medium of posting in social media (Instagram)
STELLA MCARTNEY’S
INSTAGRAM HANDLE
(Special focus on campaign posts)
IGTV:
Story with sunny background and funny accent yet alarming fact stating and showing of current state
REEL:
It is the most liked reel of the campaign with people dressed as animals/birds are seen walking and perceiving humans as inferior after conquering the world
TO SHOP STORY OF INSTAGRAM:
To actively think and sign the petition and hammers the subconscious mind of the reader/viewer through daunting quotes and imagery. Imagery is bright but the main element is portrayed as dark.
Iconic products of pre fall 2021 and continued in A/W 2021
Social media analysis (Instagram and Facebook)
Main Hashtags used:
#Frayme
#Falabella
#Ourtime has come
#StellaMcCartney
#StellaAutumn21
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Tone of voice: Subtle yet straight to state and no blandishment or pushing of offers or dates and deadlines.
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Powerful imagery no beating around the bush.
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Posts every day as a sign of cadence, capturing the behavioral pattern and thinking instinct of each animal/bird .
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Shopping option to the side with balancing the message with what goes behind making a certain product in the Products' Page.
Although the Click through rates is not defined for a particular campaign and for a particular product name but it clearly clarifies the reason behind the popularity and demand of the Frayme Bag, heeled boots and of course Stella McCartney which made the previous products iconic
AR in Campaign
SOURCE: Similarweb google chrome extension
"Animal Reality" (AR) experience, which is launched on mobile .The retail spaces have also been modified, with exclusive digital moments and fun interactions with joyous wild animals which is discoverable in-store and in AR App as well.
PAID MEDIA
EARNED MEDIA (UGC)
Reccommendation
EMAIL MARKETING:
To keep 1-2 emails in the week not only at the commencement of the collection showcase or campaigns. It should be especially on Friday.
sending less emails about the catwalks and more about promotional emails and offers like free shipping for the products that are back in stock. Keeping the idea of exclusivity and offering them invitations and special memberships thus preaching the idea of exclusivity which in turn generates honest reviews and depicts the actual perspective of sustainable fashion among people.
SOCIAL TRAFFIC:
INSTAGRAM: I believe @Stella McCartney’s account should join with her two accounts @Stella kids and @StellaMenswear creating a unique content in social media platforms with uniformity in hashtags for the better scope of spread.
FACEBOOK: I believe that the content should be diversified from the content of the Instagram.
TWITTER: The content should not only revolve around Stella McCartney but also emphasize should be given to storytelling, campaign motive and promotional offers.
