Girlfriend Collective
Advertising Semester Project
Girlfriend Collective is an eco-friendly athleisure brand that focuses on sustainability and body positivity.
This advertising campaign serves to promote Girlfriend Collective’s brand values and establish meaningful connections between the clothes and the consumer.
Client Research.
Creative Brief.
the problem.
Athleisure has become an increasingly successful market in the U.S. that includes a variety of popular name-brands; however, a large portion of activewear is made cheaply and at the cost of the environment, with most athleisure pieces containing harmful microfibers. Additionally, these pieces are not made to last, to the detriment of both the consumer in the current economic climate and the environment. As consumers continue to become more environmentally conscious and more aware of the timeline of their products, Girlfriend Collective hopes their products will provide consumers with the perfect solution that will allow them to buy quality athleisure pieces while also promoting sustainability.
the audience.
The target audience for this advertising campaign is young women between the ages of 20 and 30 years old that are active, trendy, and socially & environmentally conscious. This group of consumers can often be found going on hot girl walks, searching for outfit inspiration from their favorite body-positive influencers on TikTok and Instagram, or grabbing a quick iced latte (in a reusable cup of course) in between their daily Zoom meetings and workout classes, all while sporting their best athleisure sets.
the strategy.
With this advertising campaign, Girlfriend Collective hopes to highlight the positive environmental impact and the long-lasting quality of their product to its audience. Therefore, Girlfriend Collective will take a product-based approach to this campaign and will utilize both the quality strategy and the uniqueness strategy in its advertising efforts. These strategic methods will allow Girlfriend Collective to showcase the innovative elements that set their product apart.
the key message.
Girlfriend Collective makes athleisure pieces that are designed to stay in customers' closets and stay out of landfills. Girlfriend Collective's products are high quality and eco-friendly and provide customers with the opportunity to make sustainable shopping choices while still looking and feeling good in the process.
