OVERVIEW
Brand Strategy
Visual Identity
Advertising
Brand Strategy
Visual Identity
Advertising
TEAM
John Smith
Jane Smith
Joe Smith
John Smith
Jane Smith
Joe Smith
METRICS
+4pts Brand equity score increase YoY
+4pts Influence
+7pts Relevance
Positive brand perception Improved across all metrics
+4pts Brand equity score increase YoY
+4pts Influence
+7pts Relevance
Positive brand perception Improved across all metrics
PROJECT DETAILS
Objective: to transform brand perception and increase relevancy and positive sentiment among Gen Z consumers.
Campaign
Approach: Led a top to bottom creative recalibration to appearl to a modern customer
Approach: Led a top to bottom creative recalibration to appearl 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.
The results: Improving brand equity & perception
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.