Prepared By: Grace Butler

Date: 23 March 2025

Client: Ralph Lauren

Description: To develop a multimedia advertising campaign to announce Ralph Lauren’s “Birds of Feather” collection in collaboration with Billie Eilish.

Tagline: Tradition, Boldly Rewritten. The capsule collection available exclusively at RalphLauren.com

• Who is our target audience?
  • Our target audience is Gen Z and Millennial men and women ages 18 – 35. Given that Ralph Lauren is a higher-end brand, we need individuals with more disposable income or those who are willing to invest in pricier, designer pieces. While Ralph Lauren’s audience typically skews older with a mix of men and women, Billie Eilish’s audience is much younger. Tapping into her fan base, this collection will primarily resonate with this youthful audience. 
• Where will this ad appear?
  • This ad will appear both OOH and digitally. Since the collection will be dropped exclusively online, digital will be the main way to reach audiences due to its accessibility to directly link out to the website. Through social media ads on Instagram and Facebook, coupled with digital banners in online magazines like WWD, Cosmopolitan, and Harper’s Bazaar, we can reach younger audiences where they are most. For OOH, the ad will be placed in shopping areas with lots of foot traffic and people searching to buy clothing. Areas can include malls like Century City Westfield, The Grove, and Times Square. Trendy fashion-centric areas like the Sunset Strip in Los Angeles will house billboards as well. 
• What is the goal of this ad?
  • The goal of this ad is to raise awareness for Ralph Lauren’s new brand identity by partnering with the pop star and selling the product. Since this collection helps to redefine Ralph Lauren’s image and brand them in a light different from their current American classic look, the main goal will be to increase visibility for Ralph Lauren’s newly acquired edginess, acquire a new more youthful audience, and ultimately inspire them to purchase the collection.
• Why do we need this ad?
  • We need this ad to help bridge the gap between the existing Ralph Lauren audience and Billie Eilish’s audience. As is, Ralph Lauren is perceived as a preppy, traditional classic brand that is elevated and premium. Since Billie Eilish has more of an edge with her style and her music, this ad is needed to showcase to the audience that the collection is about beautifully blending the traditional pieces with her vision. Billie’s audience is just as bold as she is, which is why we need an ad that will position the collection and Ralph Lauren brand in a more youthful and aligned way.

*All content is for academic purposes only and in no way affiliated with Ralph Lauren.