Iris > 实例探究 > 夜晚正年轻：Superdry 吸引千禧一代的独特方法

夜晚正年轻：Superdry 吸引千禧一代的独特方法

关于客户

客户Superdry是一个针对千禧一代的时尚品牌。

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挑战

我们面临的挑战是推出 Superdry 的假日季节活动并以独特的方式吸引千禧一代。

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解决方案

为了从竞争对手中脱颖而出，该活动侧重于观众的实际兴趣，特别是夜晚和在那段时间发生的冒险。该活动综合运用了电影、摄影、GIF 和带有 #TheNightIsYoung 标签的动态图像。

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运营影响

The 'The Night is Young' campaign was a significant shift in Superdry's marketing strategy, moving away from the typical and overused themes to a more unique and audience-focused approach. This not only helped the brand stand out in a cluttered fashion scene but also allowed it to connect more authentically with its target audience - the millennials. By aligning the campaign with the actual interests of the millennials and the way they consume social media, Superdry was able to create a more engaging and resonating campaign. The use of various forms of content and the integration across different platforms further enhanced the reach and impact of the campaign.

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数量效益

The launch film of the campaign hit over 1.2 million views shortly after going live.

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