SUMMARY

QUICK PITCH

Savage X Fenty is a lingerie brand that gets it right with everything they do. They are diverse, inclusive and innovative. How can Savage X Fenty continue to push the envelope and expand their audience?

WHAT I DID

  • Gathered sentiments about the brand through social listening and consumer insights

  • Conducted secondary research through a variety of studies surrounding relationships, millennials and lingerie brands

 

REFRESH

Goal Setting, Discovery, + Research

 

"Millennials have several potential paths to a sense of ‘not good enough’ which results in low satisfaction with self, relationships, careers, possessions, accomplishments, etc.


Social media encourages narcissism and the misrepresentation of self. The real self rarely measures up to the projected self and the consumers of these social media projections are left with image envy."

Marie Christine, R.P., Gestalt Psychotherapist

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We want to remind consumers that a healthy relationship is what they make it and not what the internet deems as healthy. Their individualism is the strength of their relationship. Savage X Fenty encourages that individualism.

 
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Savage X Fenty has redefined the lingerie space by doing things their way.


They have introduced their men's line to appeal to a wider audience but haven't fully marketed to couples, completely missing the mark to expand into another market.

  

 

OBJECTIVE

To expand awareness among all types of couples promoting healthy relationships and continuing the brand’s tone of breaking rules and being disruptive.

 

KEY INSIGHT

 

The amount of choice and representation present in today’s dating scene leaves young couples disconnected from their own idea of healthy love.

 

BIG IDEA

 

Let’s help couples find the confidence in their love and acceptance by aligning Savage X Fenty with healthy relationships and the ability to be exposed and confident both physically and emotionally.

 

HYDRATE

Plan Development + Execution

 

FENTY FOR US

 
 

THE FENTY COUPLE

 

ABOUT THE FENTY COUPLE

They live in urban areas. They’re trend setters that march to the beat of their own drum. They identify as she/her, he/him, they/them, transgender and non-binary. They make anywhere around $22,000-$65,000 annually. The media they consume consist of TMZ, streaming services like Netflix, Hulu and Discovery+. They are regular users of social media and prefer streaming services over traditional television. They spend their free time in social gatherings like brunch, day parties and museums.

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INFLUENCERS

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TESSA THOMPSON & JANELLE MONAE

CAMERON HAMILTON & LAUREN SPEED

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FENTY THERAPY

 
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Healthy relationships matter 


Fenty Sponsorship of Cameron Hamilton and Lauren Speed’s The Love Seat 


Videos to talk about how they make their relationship work

 

SAVAGE STRIPPED

The couple we chose for this part of the campaign is Janelle Monae and Tessa Thompson. It will be featured on a busy street while their stripping down to their Savage X lingerie, proclaiming how their relationship allows them to strip down and be their authentic self. From the earned media we receive, we’ll be utilizing TikTok and Instagram Reels in order to challenge couples and have them recreate a similar video.

 
All Videos
Watch Now
 
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EXHIBITION

  • There will be a Savage X Fenty lingerie exhibit and history of lingerie

  • Compilation footage featured of #SavageStripped Challenge 

  • Limited Edition Savage X Fenty matching lingerie sets only available for sale at the event

  • Exhibit will run during the month of February which is healthy relationship month.

  • Tickets available via FIT & SavageXFenty.com

  • To promote awareness for healthy relationships

 
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LAUNCH PARTY

Launch event will happen at the beginning of February.


Sex and relationship expert Shannon Boodram will lead a healthy relationship discussion with our audience.

 (Each couple will be asked to enter questions anonymously regarding concerns or questions they may have about their love life.)


Shannon will answer these questions with assistance from the attendees.

 

MEDIA

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