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Forever 21
Student Campaign Fall 2019

Forever doesn’t last forever, so act young while you can.

Strategy

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Target Audience: 

Gen Z, specifically 18-24, who need a reminder that while you get older you can still be young.  Age is a mindset, dress fun and young forever. 


Strategy: Introduce a brand character that showcases forever has a time cap.

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  • Older woman who acts young 

  • Embodies the fact that being 21 is a state of mind.

  • Her biggest challenge isn’t dressing her age. It’s the stairs.

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Print

Print represents the idea of forever not lasting forever. Each print features brand character who embodies a grandmotherly figure who dresses too young for her age. Print will double as Instagram Story posts. 

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Experiential

Crowds of elderly dressed as E-boys and VSCO girls will walk around college campuses. They will use “genzennial” speak such as “ok boomer.”

T-shirts with Forever 21 logo and “Ok Boomer” will be handed out to students. 

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Social

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For social, we wanted to target where the young people are spending their time and doing the most content creating. So we went with having our grandma brand character be a Tik Tok influencer.

 

Her Tik Tok will be linked and shared on the Forever 21 social media pages. This also has the ability to create her an Instagram influencer page where she could do product promotions for Forever 21 clothes and accessories. 

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