Download - Harry Rosen Creative Campaign
![Page 1: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/1.jpg)
Tamara Iacobucci Viki Gibbs Rayyan Aidi
![Page 2: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/2.jpg)
![Page 3: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/3.jpg)
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”
![Page 4: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/4.jpg)
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.
![Page 5: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/5.jpg)
MARKET SITUATION ANALYSISPrivate Brand.12.1% market share.
![Page 6: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/6.jpg)
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.
![Page 7: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/7.jpg)
TARGET ANALYSIS
Males 25-40
![Page 8: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/8.jpg)
JAMES – DAY IN THE MIND
![Page 9: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/9.jpg)
TARGET’S VIEW
High End
Over Priced
Mature
Classic
FormalEvents
PartnerWedding
Spouse
![Page 10: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/10.jpg)
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.
![Page 11: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/11.jpg)
![Page 12: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/12.jpg)
![Page 13: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/13.jpg)
#HRmakeaflash
![Page 14: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/14.jpg)
CORE BRAND VALUES
62 years of expertise.Canadian men’s specialty clothing
retailer.Quality and Timeless.Lifetime guarantee.
![Page 15: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/15.jpg)
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.
![Page 16: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/16.jpg)
KEY BENEFIT
You can make that outfit uniquely yours, only at Harry Rosen.
![Page 17: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/17.jpg)
TONE & PERSONALITY
Sophisticated.Edgy.
Confident.Unique.
![Page 18: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/18.jpg)
APPEAL STRATEGIES
Music & Bandwagon
Leveraging pop culture and current social trends.
![Page 19: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/19.jpg)
CAMPAIGN THEME
#HRmakeaflash
![Page 20: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/20.jpg)
WHAT SHOULD THE TARGET THINK?
Approachable.Relatable.
Edgy.Unique.Current.
![Page 21: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/21.jpg)
IMC STRATEGIES
Experiential.PR.
Advertising.POP
MagazineSocial
Consumer Promotion.
![Page 22: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/22.jpg)
EXPERIENTIAL
![Page 23: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/23.jpg)
![Page 24: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/24.jpg)
Time: 12:30PMPlace: 6 GTA LocationsEvent: • 30 sec. Mannequin Challenge (30
seconds)• FLASH MOB (10 minutes)
#HRmakeaflash
![Page 25: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/25.jpg)
![Page 26: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/26.jpg)
![Page 27: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/27.jpg)
POP
![Page 28: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/28.jpg)
![Page 29: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/29.jpg)
![Page 30: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/30.jpg)
MAGAZINE
![Page 31: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/31.jpg)
![Page 32: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/32.jpg)
SOCIAL
![Page 33: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/33.jpg)
![Page 34: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/34.jpg)
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
![Page 35: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/35.jpg)
MEASURABILITY
![Page 36: Harry Rosen Creative Campaign](https://reader035.vdocuments.us/reader035/viewer/2022070510/58ac6f001a28abd7488b657f/html5/thumbnails/36.jpg)
Tamara Iacobucci Viki Gibbs Rayyan Aidi