audit 2

The campaign will also involve advertorial print content being created in the style of a pamphlet. This
will be distributed within a variety of fashion magazines the target audience engage with, as well as being
distributed in various, innovative fashion-forward shops within London. Awareness will be created through
the audiences being able to physically engage with the content making it visible to them the capsule collection
can be fashion-forward within contemporary culture
24
I decided the ‘Ed’s Back’ campaign will work through creating film and advertorial content which will
communicate the original brand’s ethos on an array of platforms. The brand is already using #edsback.
Using the same hashtag within this project will increase interaction and further reinforce the notion. With a
2016 report on Ofcom (the UK’s communications regulator) recognising 99% of 16-24 year olds spending
an average of 2 hours 26 minutes a day on social media this affirmed a social media campaign was one of
the correct methods to promote the ‘Eds Back’ campaign.
Social media will be able to increase the brand recognition; using the platform as a way to express the brands
voice and content. Additionally the content will have the opportunity to syndicate, for example, a frequent
Facebook user could become engaged with ‘Ed’s Back’ through stumbling across it on their newsfeed.
Additionally, an apathetic customer may become more acquainted with the Ed Hardy brand after seeing
the content appear across multiple platforms. Additionally, the campaign will give Ed Hardy the opportunity
to convert audiences who had a negative perception of them. Every post creates a new opportunity and a
chance to gain interest from the audience. All of the content posted will state www.edhardyoriginals.com
informing audience where they can shop the collection.
The film content will also be posted on online contemporary fashion magazine platforms that are renowned
for their dedication to fashion and youth culture in order to reach a wider audience. Additionally, through
audience seeing the film posted on renowned fashion platforms the audience will perceive the campaign
as fashion-forward.
The campaign will also involve advertorial print content being created in the style of a booklet and poster.
This will be distributed within a variety of fashion magazines the target audience engage with, as well as
being distributed in various, innovative fashion-forward shops within London. Awareness will be created
through the audiences being able to physically engage with the content making it visible to them the capsule
collection can be fashion-forward within contemporary culture.