Who is our target audience?
The target audience for Ralph Lauren’s “Birds of Feather” capsule collection advertisement in collaboration with Billie Eilish is older Gen Z, between the ages of 18 and 26. This target audience are individuals that are fans of Billie Eilish’s music and have been following her career journey since her song “Ocean Eyes” propelled her to mainstream media in 2017. This demographic is likely to purchase items with a typical Ralph Lauren price range either due to their admiration for Billie or their dedication to purchasing quality and sustainable clothing items that they will wear for years to come, and their trust in the Ralph Lauren brand to create and deliver items worthy of their price tag.
Where will this ad appear?
This advertisement will appear online, on the individual social accounts of both Billie Eilish and the Ralph Lauren brand, and as a collaboration post between the two on Instagram. It will also appear in OOH billboards in major cities like Los Angeles, New York and Nashville. Both the online social media ads and the OOH ads will have a clear call to action that drives traffic to RalphLauren.com, where the capsule launch will be held exclusively.
What is the goal?
- The goal of this advertisement is to sell the products within the “Birds of a Feather” capsule collection, consisting of cargo shorts, thermal long sleeve shirts, a corduroy flatcap, three t-shirts designed by Billie Elish herself and accessories exclusively online at RalphLauren.com.
- Another goal is for it to revitalize the Ralph Lauren brand in a way that appeals to a new generation of conscious consumers by collaborating with an artist like Billie Eilish, with a massive and loyal following.
Why do we need this ad?
This advertisement is necessary to appeal to younger audiences that are not the typical consumer for this brand. Finding a connection with Gen Z will allow the Ralph Lauren brand to expand its consumer base and earn a new generation of loyal consumers. While Ralph Lauren styles many celebrities for events like Wimbledon, the Academy Awards, movie premieres, etc., they have begun to partner with newer artists like Gracie Abrams (December, 2024), athletes like Aaron Judge, and the Paris Olympics/Paralympics athletes, appealing to younger generations.