G&T_fash_mag_A5

giantsandtitans

GIANTS & TITANS

FASHION EDITION

f e a t u r e

THE

‘AMAZING YOU’

STORY

t e c h

Tech that takes

you ahead of

the trends

MEET

YOUR NEW

AGENCY FOR

THE NEW

SEASON

p a g e 7

GIANTS & TITANS

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GIANTSANDTITANS.COM

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GIANTS & TITANS

OUR TEAM

Gray Dudek

TECHNOLOGY & INSIGHT DIRECTOR

Paul Brookes

CREATIVE DIRECTOR

Dave Reed

STRATEGY & PLANNING DIRECTOR

HEAD OF PRODUCTION Sam Bird

CREATIVE Brendon Barnett

CREATIVE Ella de Weijer

COPYWRITER Mike Burnett

ACCOUNT EXECUTIVE Holly Pratt

LEAD DEVELOPER Nick Vaughan

WEB DEVELOPER Ben Fitzgerald

HEAD OF SOCIAL James Cooper

COMMUNITY MANAGER Tom Shattock

HEAD OF NEW BUSINESS Darren Andrew

Creative

Conceptual / Art Direction / Copywriting / Design / Branding / Production

Strategic capabilities

Social data research / Web data insight / Technology monitoring / Trend analysis

/ Focus group management / Online panel research / Training interventions

Technical

Marketing automation / Web build / Social apps / Mobile apps / eCommerce

/ Microsites / Rich media / Explainer videos / IA/UX

Channel

Print / TV / Social / Mobile / Search / Display

OFFICE. York House, 38 Great Charles Street, Birmingham B3 3JY

TEL. 0121 318 8836

EMAIL. hello@giantsandtitans.com

WEB. giantsandtitans.com

OUR GLOBAL NETWORK OF FRIENDS INCLUDES

Photographers / Videographers / Editors / Model agencies /

Locations / Stylists / Hair & make-up / Retouchers

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Contents

WE ARE

1

Thinkers & Makers

Crafting solutions is what gets us up

in the morning. The passion to put

our minds and hands to work crafting

powerful and authentic brand stories.

Skilled & Experienced

We bring a wealth of experience from

advertising, design, branding, digital,

social media and new technology. But

we all share a singular passion for craft

of the highest standard.

S U C C E S S

Engagers & Exciters

We collaborate with clients to make

their brands valued, desired and

talked-about. To put them at the heart

of the conversation by engineering

experiences.

Connected & Growing

We collaborate with clients to help

them build trust, create bonds

and generate loyalty. The deeper

the connection, the stronger the

relationship.

MORE

FROM G&T

Call Darren Andrew 07845 316969

or email darren@giantsandtitans.com

GIANTSANDTITANS.COM

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THE

AMAZING

YOUSTORY

Great style starts with the clothing you can’t (normally) see.

The right underwear complements your shape and boosts your

confidence to make any look shine. So when Bravissimo wanted

to reach a younger audience, our multi-channel campaign

positioned them as the authority on beautiful, soul-lifting

lingerie. From hot concepts and on-point production to

pixel-perfect digital execution, we put all our expertise into

making sure our campaign was the perfect fit.

STORY BY GIANTS & TITANS

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One of the lingerie world’s major players,

Bravissimo has built up a multi-million-pound

award-winning business; with an unrivalled fitting

service and a huge range of beautiful D+ cup

underwear available online and in-store.

But by the start of 2015, despite their healthy

growth and racks full of gorgeous products, the

brand was losing touch with its younger audience.

That’s where G&T came in. It was the kind of

challenge we love – and we quickly got to work

digging and delving to unearth that crucial insight

to drive Bravissimo forward.

After all, every woman wants to feel confident,

whatever she’s wearing.

We came up with a simple proposition with

universal appeal: Amazing You.

We weren’t just selling a look, a product, or a bra.

We were selling a feeling that says “when you’re

happy, we’re happy. If you leave our store or

website feeling excited and amazing, our work is

done”.

WE WEREN’T JUST SELLING

A LOOK, A PRODUCT, OR A BRA.

WE WERE SELLING A FEELING

We used our own experience and expertise in the

fashion sector. We set up informal focus groups

around the offices and cafés of Birmingham. We

carried out social media analysis using cutting

edge analytics tools. The result? A realisation

of the key role underwear plays in the lives of

women. When you’re wearing an expertly-fitted

bra, you don’t just look great, you feel amazing

too.

Armed with this insight, we set out to put

Bravissimo firmly in the minds of Britain’s

women. It started as a brief to reach a younger

customer, but we realised that this was an

incredible opportunity to tell the powerful and

unique Bravissimo story to a far wider audience.

Of course, Bravissimo has no shortage of

beautiful lingerie. But while trends come and go,

that feeling is what keeps customers coming back

season after season.

Having nailed the proposition, the next step was

the campaign. What would Amazing You look like?

Bravissimo looks at things from the customer’s

point of view, so they needed a beautiful

campaign that was far more than skin deep. While

competitors’ campaigns had been overly styled,

sexy, or patronising about bra fitting, this had to

be far more authentic. We celebrated women and

showed how lingerie makes them feel confident,

positive and transformed. In a word: Amazing.

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Our photography delivered a very pure, joyful,

and genuine style that would fit the brand’s

heritage but also chime with a younger audience.

To complement the natural look of the shots,

we developed uplifting, confident messages.

Phrases like “I’m still wearing the smile you gave

me” and “Being the me I want to be” worked

hand-in-hand with the imagery to bring home

our message of positivity. Feel-good thoughts

exquisitely rendered in hand-crafted type.

With our creative look and feel beautifully

crafted, our big idea took flight across multiple

platforms, aimed at every age group.

We had a strong presence in press and outdoor,

not to mention the Bravissimo product catalogue.

We also made it part of the in-store experience

and even took it to Bravissimo HQ.

Of course, online would always be crucial

territory. At the heart of our digital activity was

the Amazing You portal, an interactive social wall

gathering all the campaign content into a single

place. This digital hub inspired, engaged and,

crucially, delivered sales to the online store – over

£100,000 of revenue in the first three months.

We got social too. Developing a Facebook app

which allowed women to create their own

Amazing Portrait by simply choosing an image

from their Facebook album and applying one of

five uplifting messages. All these images were

pulled back into the portal to make the campaign

fully joined-up and celebrate our Amazing You

community.

Our work continued far beyond the launch.

G&T’s team of community managers got busy

creating and curating fresh content to support

the campaign. Sharing everything from Spotify

playlists to inspirational quotes across Facebook,

Twitter and Instagram.

HOW DID WE DO? The Amazing You campaign smashed every single objective set before launch -

from sales to social conversations to demonstrable reconnections with 18-45 year olds. Our Beautifully

Crafted approach turned insightful thinking into action to achieve fantastic results for an incredible

brand. Bravissimo wanted to change the game and we were proud to tell their inspiring story.

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TECH THAT TAKES YOU

AHEAD

OF THE

TRENDS

STORY BY

GIANTS & TITANS

FASHION LOVES THE NEW. AND IT

GIVES PEOPLE IN MARKETING THE

PERFECT OPPORTUNITY TO BUILD BRAND

RELATIONSHIPS IN EXCITING AND INNOVATIVE

WAYS. INDEED, THE MOST SUCCESSFUL

FASHION BRANDS HAVE AN ALMOST

UNRIVALLED CONNECTION WITH THEIR

CUSTOMERS. IT’S NOT JUST A QUESTION OF

CHOOSING THE CLOTHES YOU LIKE, IT’S

CHOOSING THE BRANDS THAT REPRESENT

YOU AND EXPRESS YOUR INDIVIDUALITY.

IN OTHER WORDS, FASHION ISN’T JUST IN

YOUR WARDROBE, IT’S ABOUT WHAT YOU

THINK, FEEL AND DO.

BUT AS THE PHILOSOPHER HERACLITUS SAID,

CHANGE IS INEVITABLE. AND AS THE FASHION

WORLD CONTINUES TO TURN, LET’S LOOK

AT SOME OF THE TRENDS THAT CAN HELP

BRANDS CAPTURE THE HEARTS AND MINDS OF

TODAY’S SHOPPERS.

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1

Fashion immediacy is here

Traditional seasonal fashion shows that

showcase designs months before they

hit the shops are dying. Thanks to the

amalgamation of mobile commerce, real

time photo editing and instant website

updates shoppers can buy items from

brands like Tommy Hilfiger seconds after

they see them on the catwalk. Is your

brand ready for ‘see now, buy now’?

http://tinyurl.com/jsnxoch

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Stores are becoming

“retailtainment hubs”

Almost anything a high street store

sells can also be bought online – so it’s

important that shops offer more than the

products on their racks. To be more than

just places to buy stuff. Leading retail

destinations are now becoming social

destinations where shoppers can learn,

explore and connect.

Print your own pieces

Brands like Modeclix are taking 3D printing

to another level by developing an amazing

3D-printed mesh that drapes like traditional

fabric. As the technology develops, it’s totally

possible that shoppers could buy and print

their own hats, dresses and trousers without

leaving the house or waiting for a delivery.

How’s that for fast fashion?

http://tinyurl.com/jtbmjup

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Wearable tech

Think wearable tech and most of us will

picture the less-than-fashionable FitBit

or Google Glass. But things are getting

a lot easier on the eye. Global icon Levi’s

is one of several brands on a mission to

make wearable tech look good. Using

conductive yarn, cyclists who wear

their Smart Jean Jacket can control key

functions on their smartphone just by

tapping the cuff. Offering cutting edge

utility and classic style in one garment.

http://tinyurl.com/jnaarq8

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Making Instagram shoppable

Instagram is one of today’s key sources of

fashion inspiration, so it makes sense to

turn it into a retail platform. Driving sales

directly from Instagram may be a tricky

thing to measure. But it’s is a fantastic

way of showing your customers key

looks and with a bit of thinking, you can

make it shoppable. For instance, Zara and

Topshop both include reference numbers

in the descriptions of items they share on

Instagram, so their followers can easily

track them down.

4

More brand experiences

The days of interrupting consumers with

intrusive ads have (pretty much) gone, so

interacting with them as part of a digital

experience is a great way to get their

attention. Hiking brand Merrell showed

the way by taking punters on a virtual

reality mountain trail at the Sundance film

festival. http://tinyurl.com/h3fk8uu

5

Interactive videos

Why just watch a fashion video when

you can shop with it? Brands like Ted

Baker are bringing customers closer

than ever to their clothes by weaving

interactive technology through their

uber-stylish show reels. See something

you like? Just click it and it’s in your bag.

http://tinyurl.com/jlb3vdp

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Make it snappy

It’s still early days for fashion brands

to get involved with Snapchat, but a

number of companies are using the

platform to engage their shoppers.

Cosmetics retailer Sephora, for

example, offers geo-filters at its

stores which allow shoppers to tag

snaps they take on location, boosting

awareness of the brand in the process.

9

Creativity rules

The oldest rule in marketing applies

to the future as much as it ever has:

creativity trumps all, regardless of market,

consumer and technological changes.

Creating a new experience or showing

shoppers something they’ve never seen

before can transform a business. Brilliant

ideas are always in fashion.

MORE FROM G&T

Call Darren Andrew 07845 316969

or email darren@giantsandtitans.com

GIANTSANDTITANS.COM

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0121 318 8836 | HELLO@GIANTSANDTITANS.COM

GIANTSANDTITANS.COM

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