Download - Harry Rosen Creative Campaign
Tamara Iacobucci Viki Gibbs Rayyan Aidi
INTRODUCTIONWhere do we go from here?
How to differentiate Harry Rosen from new competitors?
How to appeal to the Millennial male?
“There’s Only One Harry”
STATEMENT OF PROBLEM
How to change the millennial males perception of Harry Rosen, from their dad’s
suit store to a high end men’s retailer.
MARKET SITUATION ANALYSISPrivate Brand.12.1% market share.
MARKET SITUATION ANALYSIS
Increase of 0.5% in the last year.
Increase from 2014-2016 of 1%.
Higher Demand for premium menswear.
+ for Harry Rosen.
TARGET ANALYSIS
Males 25-40
JAMES – DAY IN THE MIND
TARGET’S VIEW
High End
Over Priced
Mature
Classic
FormalEvents
PartnerWedding
Spouse
COMMUNICATION OBJECTIVESTo drive online traffic by 10% to
harryrosen.com by October 1st amongst Millennial males to encourage repeat visit.
To change brand perception of Harry Rosen by 20% amongst Millennial males age 25-
40 who make $80K+.
To increase retail store traffic by 20% with the target consumer.
#HRmakeaflash
CORE BRAND VALUES
62 years of expertise.Canadian men’s specialty clothing
retailer.Quality and Timeless.Lifetime guarantee.
POSITIONING STATEMENT
Harry Rosen is a high-end, specialty clothing retailer that provides a style that is uniquely yours with a lifetime guarantee. Unlike Saks or Nordstrom, we specialize in men’s fashion and are
exclusively here for men.
KEY BENEFIT
You can make that outfit uniquely yours, only at Harry Rosen.
TONE & PERSONALITY
Sophisticated.Edgy.
Confident.Unique.
APPEAL STRATEGIES
Music & Bandwagon
Leveraging pop culture and current social trends.
CAMPAIGN THEME
#HRmakeaflash
WHAT SHOULD THE TARGET THINK?
Approachable.Relatable.
Edgy.Unique.Current.
IMC STRATEGIES
Experiential.PR.
Advertising.POP
MagazineSocial
Consumer Promotion.
EXPERIENTIAL
Time: 12:30PMPlace: 6 GTA LocationsEvent: • 30 sec. Mannequin Challenge (30
seconds)• FLASH MOB (10 minutes)
#HRmakeaflash
POP
MAGAZINE
SOCIAL
TIMELINEAugust 15th
• Private News Release
August 20th
• Experiential Event at 6 GTA locations• Consumer promo begins• Social
August 27th • Magazine
October 1st
• Consumer Promo ends
MEASURABILITY
Tamara Iacobucci Viki Gibbs Rayyan Aidi