Emma Kittay, Anna Wilson, & Amanda Sullivan
March 1, 2019
Objective: #AerieReal Campaign
To inspire young women to believe that Aerie bras and underwear will benefit them because they represent an entire movement and new way of approaching body positivity and inclusion in advertising.
March 1, 2019
Objective: #AerieReal Campaign
To inspire young women to believe that Aerie bras and underwear will benefit them because they represent an entire movement and new way of approaching body positivity and inclusion in advertising.
Target
Audience:
Young women and girls between the ages of 15-25.
Current Beliefs:
Female empowerment and body positivity are at the forefront of the feminist movement. Now more than ever, women are fearless to point out flaws in advertising campaigns that seemingly do not promote or correlate with their core values.
Feelings and Behaviors:
Women feel very passionately about supporting and encouraging one another and will go out of their way to make sure they do not support a brand that does not celebrate women’s physical and emotional adversity.
In Relation to Aerie:
The brand is able to capitalize on these feminist attitudes by making sure their products are tailored specifically to highlight and celebrate different body types, ethnicities, and disabilities ---- extremely successful strategy
Audience:
Young women and girls between the ages of 15-25.
Current Beliefs:
Female empowerment and body positivity are at the forefront of the feminist movement. Now more than ever, women are fearless to point out flaws in advertising campaigns that seemingly do not promote or correlate with their core values.
Feelings and Behaviors:
Women feel very passionately about supporting and encouraging one another and will go out of their way to make sure they do not support a brand that does not celebrate women’s physical and emotional adversity.
In Relation to Aerie:
The brand is able to capitalize on these feminist attitudes by making sure their products are tailored specifically to highlight and celebrate different body types, ethnicities, and disabilities ---- extremely successful strategy
Support
Why:
The customer should believe the content of the #AerieREAL campaign because they are using relatable people to send a relatable message
Every woman struggles with some sort of body positivity at some point in their lives -- with this campaign, Aerie is saying you don’t have to AND providing the means to do so
Major Copy Points:
Good quality products with good quality prices so customers don’t need to repurchase
Appropriate and comfortable sizing and fit that leaves you wanting more
“Aerie bras make you feel good”
“Don’t Change You, Change Your BRA”
Why:
The customer should believe the content of the #AerieREAL campaign because they are using relatable people to send a relatable message
Every woman struggles with some sort of body positivity at some point in their lives -- with this campaign, Aerie is saying you don’t have to AND providing the means to do so
Major Copy Points:
Good quality products with good quality prices so customers don’t need to repurchase
Appropriate and comfortable sizing and fit that leaves you wanting more
“Aerie bras make you feel good”
“Don’t Change You, Change Your BRA”
Brand Character
Confident:
They want their customers to feel confident and comfortable in their own skin and embrace it.
Beautiful:
Beautiful:
They want their customers to feel beautiful because they see models that look similar to them, and they embrace their beauty in Aerie’s products.
Worthy:
They want their customers to feel like they can shop at their stores, and not have to worry about them not having their size no matter what shape or body type they are.
Example of a similar brand: Victoria’s Secret:
Only a certain body type can shop there according to their advertisements. You have to be a supermodel to shop there basically according to their models.
They want their customers to feel like they can shop at their stores, and not have to worry about them not having their size no matter what shape or body type they are.
Example of a similar brand: Victoria’s Secret:
Only a certain body type can shop there according to their advertisements. You have to be a supermodel to shop there basically according to their models.
Tone
Aerie wants you to leave feeling even better than you did coming in. Since they are all about body positivity that is really reflected in all of their campaigns and social media.
Their campaigns have a very light of life vibe and don’t take things too seriously.
Being the best version of yourself is enough.
Encouraging women to conquer the world.
Single-Minded Proposition
Aerie's single-minded proposition is to promote a positive self-image among women and girls with their inclusive product line and personal brand.
Big Idea
A group of diverse, female models take part in a photo shoot and say why they love Aerie.
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