Objective
To transform brand perception and increase relevancy and positive sentiment among Gen Z consumers.
Approach
Led a top to bottom creative recalibration to appeal to a modern customer through evolving PINK’s casting, photography and social storytelling, making the brand relevant for today.
Cultivated cultural transformation through strategic efforts between PINK, customers and nonprofit organizations. Launched bold campaigns highlighting the brand’s continued support of diversity and inclusion, and ongoing commitment to LGBTQIA+ issues.
Cultivated cultural transformation through strategic efforts between PINK, customers and nonprofit organizations. Launched bold campaigns highlighting the brand’s continued support of diversity and inclusion, and ongoing commitment to LGBTQIA+ issues.
Result
PINK’s brand equity score improved +4pts YoY driven by influence (+4) and relevance (+7). Positive perceptions of the brand improved across all metrics including ‘commitment to diversity’, ‘cool factor’, ‘fashionability’ and ‘body positivity’ according to the Piper Jaffray Brand Study.