Elevating Karen Millen’s Brand Presence
Live brief - NTU x Karen Millen - Spring 2024
Project Aim / objective / brief
This was a live brief in collaboration with Karen Millen, where I worked in a small group of 3; we aimed to generate bi-monthly moments of buzz, enhancing brand awareness and consumer engagement. The brief allowed for creative freedom and innovation, with a focus on campaigns resonating with Karen Millen’s diverse customer profiles: the power woman, the young professional, and the housewife.
Project approach
Our approach began with comprehensive primary and secondary research to understand Karen Millen's market and customer base, analysing competitors and conducting interviews with Karen Millen consumers. We identified a common trend, identified also by LSN global, the well-being crisis, affecting all customer profiles, which became the foundation for our campaign strategy.
Project result
The project culminated in six innovative moments of buzz, ranging from an immersive experiences to guerrilla marketing stunts and a Christmas advert. Each campaign aimed to romanticise everyday life, aligning with Karen Millen’s brand values and consumer needs.
Our interim presentation, showcasing three of our planned six moments, received overwhelmingly positive feedback from Karen Millen. This endorsement allowed us to fully develop and expand on the ideas, setting the stage for a comprehensive annual marketing strategy.
The final pitch was delivered to a full boardroom at Karen Millen’s office in London, providing invaluable experience in pitching to clients and strengthening my public speaking skills.
Skills
Creative idea generation, Market research and trend analysis, Graphic design and visual mock-ups, Public speaking and client pitching, Strategic planning and campaign development.
The August “Desk to Deck Chair” campaign was my idea, focusing on the versatility of the Karen Millen wardrobe, while providing multiple avenues of brand awareness.
All graphics and content for the August and April campaigns were created by me, highlighting my role in visual design and content development.
I was responsible for the design and content for the April campaign, contributing to the overall strategy with innovative and consumer-centric ideas.
Chosen Family, Cherished Moments
Despite the challenge of breaking through the noise during the Christmas season, our team wasn’t afraid to tackle it head-on. We developed a rough draft of a Christmas advert to pitch to Karen Millen, aiming to convey a fresh and relatable perspective. The concept was inspired by current world situations, such as the cost of living crisis and the realities of millennials living in shared houses.
Our advert celebrates the joy of untraditional Christmases spent away from family, highlighting the beauty of dressing up in your best clothes to create special moments, no matter the setting. This approach offered a unique take on the traditional Karen Millen advert, emphasising authenticity and the spirit of the modern millennial Christmas, while tapping into nostalgia for Karen Millen’s older consumers.
