Early-Stage Integrated Copywriting Campaign

The idea:

A 4 in 1 Hoodie and Cargo set, where the hoodie can turn into a vest, a sweater, and the cargo can turn into shorts, as well as the whole set can be turned into a bag. 

BRIEF DEVELOPMENT 

Client Information:

• Client Name:  Jessica 
• Company/Organization Name: 4 IN 1  

Project Details:

• Problem: Fast fashion has been a huge problem in this industry, inflation currently affects the current prices
• Project Objective (what do you want to achieve with this campaign?): Products can give audiences a saving plan. 

Audience:

• Audience Demographics: teenagers-20s (uni students & fresh grad workers) and 30s (professional workers) - Millenials to Gen Z
• Key Messages (what messages do you want to convey to your audience?): Say no to fast fashion/ saving plan on clothes/ save the environment - less clothes thrown away 
• What does the audience currently think about current clothing items out there (specifically hoodies and cargo pants)?: Typical daily wear
• What do we want them to think about the brand/product?: Comfortable, minimalist, practical, fun(comes in many colours) and budget-friendly
• What challenge will this campaign help solve for the customer?: Money - saving money is essential these days 
• What actions do you want the audience to take?: Going to the pop-up stores from the brand in different cities for people to try out the products and have a lucky wheel (free items/set, 5% or 10% off) by sharing and tagging the brands on social media, more people could know about the brand, events, quality of the product and the products that are being sold. Even when they do not know a brand but by curiosity especially in some cities where they rarely get an event, this could easily attract more potential customers. 

Creative Vision:

• Tone or  Desired Look and Feel that we want in our products: Comfort and casual (sometimes could fit well for sporty looks)
• These are the examples of Creative Work that we Admire:

Bag

https://www.ssense.com/en-ca/women/product/amomento/ssense-exclusive-khaki-small-tote/14157381 

Cargo pants

https://www.entirestudios.com/product/hard-cargo-ranger

https://www.entirestudios.com/product/w2-bomber-duckling

Additional Information:

Competitor Information:

• Artless forever: https://artlessforever.com/
• Frank and Oak: https://ca.frankandoak.com/
• Roots: https://www.roots.com/ca/en/sweats/

Tactics: 

•  Online, probably tiktok or instagram ads

• Pop-up events to different cities in Canada (from the small to big): create a path recorder that will save up the path that the van goes through and by the end, the name of the brand could be seen on that map. 

PERSONA DEVELOPMENT 

1. Name: Jason

Demographics: 

• Age: 21
• Location: Toronto, ON
• Education: 2nd year of college
• Job Title: Student 
• Marital Status: Single

Bio: He is an international student,  lives in Toronto and is a student at the University of Toronto. His hobby is enjoying delicious food. He does not have a lot of living expenses. All his living expenses are spent on food, so he does not have a lot of budget to buy clothes.

Goals/Factors they consider before deciding on buying the clothes: Before he buys clothes, he needs to consider the practicality of the clothes, followed by the price. He needs to buy a variety of clothes with the least amount of money.

Pain Points: He doesn't have a lot of budget to buy clothes

Motivations: He thinks that our products are of high quality and low price, and you can get a lot of clothes with the least money. Moreover, our products are not only practical but also trendy.

2. Name: Anastasia

Demographics:

• Age: 24
• Location: Vancouver, BC
• Education: 4th year at University 
• Job Title: Student and Part-time barista
• Marital Status: Single

Bio: Has a big interest in the fashion and entertainment industry. In the 4th year of the fashion design program and wants to explore new clothing lines for her graduate thesis. 

Goals/Factors they consider before deciding on buying the clothes: Found the brand through her friends’ Instagram stories and see the ongoing events. Also needs to research different clothing lines so she really wants to buy the set to get a better idea for her thesis. 

Pain Points: She has not found an internship job yet and still depends on her part-time wage. 

Motivations: The brand has an event where they will go to different cities in Canada and there is a chance to win a whole set for free and other discounts as well. As Vancouver is one of the big cities in Canada, she is looking forward to joining the event. 

3. Name: Jayden 

Demographics: 

• Age: 32
• Location: Etobicoke, Ontario
• Education: Finance, Accounting
• Job Title: Accountant 
• Marital Status: Married 

Bio: Have a huge interest in daily run with her husband and having a healthy lifestyle.

Goals/Factors they consider before deciding on buying the clothes: Gets recommendation for a leisure and unique clothing from her closed ones or through social media

Pain Points: Struggles to find the perfect leisure clothing without spending too much 

Motivations: Having the desire to visit the van pop up event after finding out about it from the social media or close ones

4. Name: Olivia

Demographics:

• Age: 18
• Location: Calgary, Alberta
• Education: Just got her high school diploma and looking forward to her first year at university
• Job Title: Student
• Marital Status: Single

Bio: An influencer on social media apps (Tiktok, Instagram and Youtube). Usually working and promoting some fashion and cosmetics brands that have a popularity that people already know. 

Goals/Factors they consider before deciding on buying the clothes: Loves trying on different unique design clothes and she likes how the brand offers customized colours for customers.

Pain Points: This is a new clothing line for her and she is not sure how people will react to the products yet. She usually promotes for bigger brands so she is afraid that the quality may not be as good as some products that she tried before. 

Motivations: The brand invites her to events that they held in different locations to try out and promote. She will be able to try out the clothes beforehand and make sure that it fits well with her expectations. 

5. Name: Peter

Demographics: 

• Age: 38
• Location: Timmins, Northern Ontario
• Education: Geology
• Job Title: Mine Geologist
• Marital Status: Single

Bio: Enjoys adventuring to different places, long trips and outdoor activities. 

Goals/Factors they consider before deciding on buying the clothes: Found a great functional clothing that supports his work as well as comfortable home clothes

Pain Points: The clothing item seems too good to be true, and aren’t sure if it’s going to last for a long time. 

Motivations: With the pop-up store visiting the area, he could get a feel of the item’s quality and ask questions related to the brand/product. 

BRAND POSITIONING

USP

Step 1: Identify your target audience.

Demographics: teenagers (under 18) / 20s (college students and recent graduates) / 30s (professional workers) (Millenials to Gen Z) 

Step 2: Jot down the problem your product solves.

Save your clothing budget and reduce the weight of your luggage when travelling. The most important thing is that turning one piece of clothing into 4 pieces of clothing is a great help for environmental protection. After inflation, everything starts getting more expensive and people would rather spend money on what they need than what they want (renting or groceries are the need and clothes or cosmetics are the want). We want to focus on Canadian customers and give them a chance to help them not spend extra money on their spending habits. (A problem to Canadians after the inflation is the grocery goes up so high that people would rather go to the US than buy inside Canada) 

Step 3: List what benefits set you apart.

Our product is a four-in-one product that can transform from a hoodie into a vest and sweater, overalls into shorts, and the entire suit into a bag. This kind of design can save space and improve practicality. It can not only help your backpack lose weight when travelling but also save money on clothes in daily life. Also, all the tax is already included in the total price of the set so all Canadian customers are treated equally by not paying the different taxes in each province. Customers won’t have to spend money on different styles when they already have our product which is 4 in 1. 

Step 4: Clearly define your promise.

Our product promise is to provide versatile, practical and cost-effective products for clothing, providing convenience, functionality and value for money in every aspect of our 4-in-1 sets.

Step 5: Combine all in one paragraph.

Our product caters to a diverse demographic ranging from teenagers to those in their 30s, including college students, recent graduates, and professional workers, spanning from Millennials to Gen Z. We aim to address the rising costs of living, particularly in Canada, where inflation affects essentials like groceries, prompting individuals to prioritize needs over wants. With our innovative four-in-one clothing solution, which seamlessly transforms from a hoodie into a vest and sweater, overalls into shorts, and the entire suit into a bag, we offer practicality, versatility, and space-saving benefits, ideal for travellers and everyday life. By consolidating multiple garments into one, we not only help reduce luggage weight but also promote environmental sustainability by encouraging fewer purchases. Moreover, our inclusive pricing strategy ensures all Canadian customers are treated equally, with taxes already included in the total price. Our commitment lies in providing cost-effective, functional, and convenient clothing solutions, delivering value in every aspect of our 4-in-1 sets.

Step 6: Condense it in one sentence.

Our innovative four-in-one clothing solution caters to a diverse demographic, spanning teenagers to those in their 30s, addressing rising living costs, particularly in Canada, by consolidating garments to reduce luggage weight, promote sustainability, and offer inclusive pricing, delivering cost-effective, functional, and convenient clothing solutions.

SWOT

Strengths：

• Our products are novel in design, and the four-in-one design provides a variety of wearing methods and is highly practical, convenient and cost-effective. Our products are designed with environmental awareness, which reduces clothing waste and is in line with modern consumers' concerns about environmental protection. 

Weaknesses：

• Visibility and market competition, there are too many competitors in the clothing market, so we need to break through the characteristics and improve the visibility of our brand. 
• Hoodies and cargo pants are common designs that can be easily seen on many sites and customers may not sure if they want to buy something that they already have. 

Opportunities：

• Our product design is very special. In the future, we hope to expand the market and develop into every country.
• By doing the events by going to different cities, more potential customers could be just curious about the event and go there to try it out. 

Threats:

• There is too much competitive pressure in the clothing market, there are similar products on the market, and with the current economic instability, sales are also affected.
• This is a new brand and many customers would rather spend money on a well-known brand that has been seen in the industry for a long time. 
• The price could be a reason why people may not want to spend their money because by doing 4 in-1 with unique designs, the production price plus the retail price to keep the brand stable could be quite expensive. 

COPYWRITING SAMPLES 

AWARENESS (Brand copywriting: Ad for a billboard on the DVP (electric billboard): Headline + tagline:

1. Clothes can turn magic, 1 becomes 4?

2. Price of one piece of clothing, actually got 4 different clothing!

3. Fashionable four-in-one, saving space and money!

4. Fashionable four-in-one, giving you a different experience!

5. 1 in 4 ways? It’s eternal. 

6. Aggressive snuggling. Get comfy.

7. Stuck in life? Not anymore. Your zipper friend.

CONVERSION 

1.Save space and money! Four-in-one package, one price, multiple functions. Buy it now!

2.Smart shopping! Cost-saving, versatile 4-in-1 set with just one investment. Grab yours now!

3.save time and energy! Four-in-one set, save budget and achieve diversified fashion matching. Place your order now!

4.Best value! The deformed four-in-one set saves money and provides multiple functions in one step. Buy it Now!

5.Tips for saving money on shopping! Four-in-one set, both practical and economical. Grab the deal!

LinkedIn Ads Best Practices

1.

Name: Jason

Headline: Four-in-one, not stuck in life!

Description: Save your money on shopping. With four-in-one set, you’ll have a balanced life！

Call to action options: Join

2.

Name: Anastasia 

Headline: Adopt your zippies!

Description: Win a 4 in 1 set at the lucky spin! Comes in fun colors and styles.

Call to action options: Learn More / Apply

3.

Name: Jayden 

Headline: Enjoy your leisure time and welcome each day calmly!

Description: Become a trendsetter and easily switch between running and socializing, your perfect 4-in-1 companion！

Call to action options: Learn More

4.

Name: Olivia

Headline: Customize fashion and make it your own style!

Description: Four-in-one gives you unlimited fashion possibilities and showcase your personality!

Call to action options: Subscribe

5.

Name: Peter 

Headline: Four-in-one, the perfect companion on your adventure!

Description: Durable and comfortable, it helps you explore the endless world!

Call to action options: Learn More