task 1
Research Portfolio (U20: P1, M1 U24: P1)
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries
message
The PRIME Energy Drink campaign, which was released in 2023, began by focusing on all getting people to know the brand and creating a online brand full of excitement. It was made by Logan Paul and KSI, therefore it initially had loads of initial hype because both of them are hugely known celebrities on YouTube and various social media platforms. The campaign aimed to show people that PRIME isn’t just a average energy drink, it’s cool and different, and was made for people who are drawn fitness, gaming, sports or just want a random boost of energy. They made it feel fun and energetic, and tried to connect with the younger people by being recognised everywhere online. PRIME’s goal wasn’t just to sell drinks and become popular, but to also build a brand and lifestyle that stands out and makes people feel like they’re part of something big and in a community of people with the same interests.
Approach:
PRIME’s approach was all about using massive influencers and keeping things relatable. Instead of doing boring ads, they used fun YouTube videos, behind-the-scenes stuff, and challenges that made people laugh or get excited. They let fans feel like they were part of the journey especially like when new flavours dropped or when PRIME got into big sports stadiums. It wasn’t then feeling too serious or fake but it just felt like two famous guys making a drink and bringing fans along for the ride. This made the campaign feel real and not forced, which is why so many young people supported it.
Representation:
The campaign did a good job with representation because KSI and Logan Paul have totally different fan bases and backgrounds, so it brought different groups together. KSI is Black and from the UK, Logan is American and white, therefore it attracted to loads of people from all over. PRIME also worked with other athletes and influencers of different races and body types, so it didn’t feel like it was only for one group of people. It felt inclusive and like anyone could drink PRIME and be part of the brand, whether you’re into boxing, football, gaming, etc. Representation is positive for them as it promotes inclusivity and diversity, which allows a wider audience to feel seen and respected within the brand. By featuring people from different backgrounds, cultures, and interests, the campaign then encourages personal identity, as individuals can relate to someone within the promotion making them feel comfortable purchasing the drink. This makes the brand feel more welcoming rather than exclusive. It builds a stronger connection with the audience, as people are more likely to engage with a product when they feel represented, this makes the campaign more effective as a whole.
They also launched PRIME in popular stores like Walmart and Target, Asda, and Aldi . Sometimes the drink sold out in minutes, which made it even more hyped because people wanted it just because it was hard to get. It became kind of like a flex to find and post about it like, people posting it everywhere. That was actually a good part of the campain because it made the drink feel exclusive and trendy, even though it was in normal stores. They didn’t just rely on stores, PRIME also got into massive sports stadiums and signed partnerships with teams like Arsenal. That made it feel official and like a real sports drink, not just some influencer brand. By being at those events, it got shown on camera and seen by fans, and even became part of the experience for athletes and supporters. They also dropped limited edition flavours that matched with events or seasons like the Meta Moon one. These drops created buzz and made people rush to get them before they were gone. PRIME made it feel like it was special.It kept people talking about it online and constantly checking for what’s next.
Message of Delivery:
PRIME delivered its message through fast, digital content, especially on platforms like TikTok, Instagram, and YouTube Shorts. These matched the habits of their Gen Z audience and who prefer short snappy content. The focus was on energy, performance, and cool lifestyle. The drink was shared online to ensure it reached its audience in a cool way.These media platforms are very useful as they allow content to spread rapidly and reach a bigger audience quickly. TikTok and Instagram use algorithms that help to push trending content, This means that prime videos can go viral and be seen by everyone. YouTube Shorts also helps reach younger audiences who spend a lot of time watching quick videos, as younger people tend to gravitate towards short videos as it helps captivate their attention. These platforms are very interactive, allowing likes, shares and comments, which increases engagement and helps promote the brand even further. This makes them effective for targeting younger people as it builds hype around the product. Billboards and print advertisement is still extremely important as they create consistant visability and builds strong brand awareness by targetting specific locations with high foot traffic in order to make audiences aware of the collab. Overall all messages of delivery are important because, A billboard grabs attention, A print ad explains more details and Digital ads drive action.
Skims x SZA campaign 2023
https://www.instagram.com/p/CqddgLDsNSb/ - access 2025
https://www.instagram.com/p/CqHBUN3vebT/?img_index=2 - access 2026
https://www.youtube.com/watch?v=9Z8PMJO6CLc - access 2025
Aims:
The SZA x SKIMS campaign, launched in 2023, this was a collaboration which was designed to create awareness, this is done by blending music , fashion, and cultural authenticity in to stand out both the artist and the brand. This campaign aimed to promote SKIMS' “Fits Everybody” collection, by emphasising the body positivity, comfort of the clothes, and lastly inclusivity. These are values that SZA closely represents her own public image and message with. She is known by embracing natural beauty and her emotional vulnerability, SZA brought honesty and relatability that related with a large audience, particularly Gen Z and younger people. The campaign’s visuals were clean , while focusing on styling that focuses realness over standard stereotypes and perfection. This helped view SKIMS not just as a shape wear and loungewear brand, but as a cultural brand that celebrates self image and expression in all forms. As well as this, the campaign was timed well with SZA’s highest career peak, following the success of her SOS album, which then gave the collaboration instant significance and online potential. It became well known across social media platforms such as Instagram and TikTok, where fans and influencers shared the campaign’s visuals and praised the brand’s choice of SZA. Beyond this, the SZA x SKIMS campaign reinforced SKIMS’ position as a a top modern, celebrity driven brand, this is by merging pop culture with commerce which then lead create a emotional connection and more sales. The exclusive clothes drop sold out quickly in multiple markets, proving the campaign’s power not just culturally but as a highly effective commercial strategy which fulfilled the aim of financial success and a high rise in sales.
Objectives:
The objectives of the SZA x SKIMS campaign were to mainly boost the brands visibility within the younger, and to culturally engaged the audience, aswell as to promote their inclusive “Fits Everybody” collection, and create a meaningful emotional connection which regards body positivity and authenticity. These objectives were picked because SKIMS aimed to expand beyond its current customer base by which is by joining up with SZA, as her public image strongly is based on empowerment and natural beauty values which relate deeply within Gen Z and younger audiences. By SZA’s credibility and social media influence, SKIMS could then communicate its message of inclusivity and differentiate itself in a competitive market, and drive sales. as well as long term brand loyalty. SKIMS chose to do the SZA campaign to connect with a broader and more diverse audience in an authentic way. SZA represents confidence, self love and individuality, which works in hand with SKINS values as a brand. By featuring her, SKIMS then could refresh interest in its existing products such as the Fits Everybody collection, at the same time as standing out in a crowded market. The campaign wasn’t about selling underwear and clothes but it was about building a strong connection with people who want to see real bodies and relatable creating a community within the brand, by including familiar faces in fashion. It also helped position SKIMS as a culturally aware, inclusive brand that empowers women through confidence and comfort.
Target audience:
The primary target audience for the SZA x SKIMS campaign is women aged 18 to 35 who value body positivity, inclusivity, and fulfilment. These are individuals who are socially conscious and commonly active on platforms like Instagram and TikTok, where they try to engage with fashion, music, and culture. The primary audience includes young professionals, students, and creative people who prioritise comfort and style in their everyday life. The secondary audience widens to a broader range of women who seek flexible, flattering loungewear and shape wear that fits diverse body types, including those interested in wellbeing and self care. By mainly focusing on this demographic, SKIMS then aim to build a community around empowerment and authenticity, with consumers who want fashion that celebrates their real bodies and highlight individuality. The tertiary target audience for the SZA x SKIMS campaign would be the fashion conscious community beyond their ideal buyers, including people who might not be the primary shoppers for SKIMS but are easily influenced by trends and celebrity culture. This could include men or women outside the typical age range such as older adults or younger teenagers. They may be fashion enthusiasts who follow celebrity endorsements, or even people interested in body positivity and inclusivity who wouldn’t gravitate to shopping at SKIMS but might be engaged by the campaign’s messaging and SZA’s influence.
Key messages:
The SZA x SKIMS campaign highlights safe and skin friendly fabrics that will provide a long lasting comfort and reliability, the key messages of the SZA x SKIMS campaign is focused on inclusivity and comfort. The USP that is highlighted is that SKIMS offers versatile, high quality loungewear and shape wear that is designed to fit and flatter every individual body type, promoting confidence and self love. They emphasise comfort without sacrificing trendy style, the campaign made sure that the brand embraces natural beauty and realness, making fashion accessible and empowering for everyone. This blends, body positivity, and cultural relevance to SKIMS in the crowded competitive market. The SZA x SKIMS campaign was set on celebrating confidence, comfort, and authenticity. It focuses body positivity by showing SZA looking confident as well as natural, they embraced her natural curves without overly stylised looks. The SZA x SKIMS campaign focuses on confidence, comfort, and authenticity, blending positivity and cultural relevance with SKIMS. The campaign focuses on body positivity through imagery of SZA who looks confident yet natural, and they embraced her natural curves without added gaudy embellishments. They establish a degree of veracity and realism that suggests, underwear should not be solely for the purpose of looking good, but should also allow you the freedom to feel good in your own skin. SZA being the spokesperson added a sense of empowerment and honesty which truly resonated with the younger demographics. All in all, the campaign wanted to share the message of being confident and comfortable enough to own who you truly are.
Approach:
The approach SKIMS took to gain more attention with the SZA campaign was all about celebrity power and authenticity. They used SZA’s influence and relatable image to connect with people on a deeper level. Instead of going for something shocking for audiences, they kept it simple and real, with natural lighting, minimal styling, and SZA just being herself. This made the campaign feel more personal and honest, which stood out to other overly edited fashion ads. It was a smart use of celebrity endorsement, but done to feel genuine and empowering and not forced. SKIMS used SZA’s cultural influence to connect with a younger, diverse audience and reinforced an ongoing message of inclusivity and self love. The campaign wasn’t just about selling underwear and clothes, but it was about promoting a feeling of confidence, comfort, and body acceptance.
Representation:
The SZA x SKIMS campaign did a good job with representing women postiviely in many ways. Firstly, it represented a individual SZA who doesn’t fit the traditional stereotypes of a “standard” person and beauty standards, which made the campaign feel real. She represented not just herself, but also a wider social group of women who feel underrepresented in fashion for Black women, curvier women, and those who don’t tend to embrace their natural bodies. The campaign tried to challenge stereotypes around beauty by showing that you dont have to be skinny or look a certain way. It also looked at bigger issues like body image and inclusivity, pushing away from the narrow beauty standards and promoting self love instead. Overall, it gave a chance for voices and looks that aren’t always seen to be celebrated in the media industry.
Campaign logistics:
The SZA x SKIMS campaign was timed really well, dropped in early 2023, around Valentine’s Day, this made sense as people are thinking about self love, confidence, and feeling good in their skin. This time helped then boost visibility, with images and videos coming out on SKIMS’ social media and website, as well as SZA’s own platforms, which meant it would reach a massive audience quicker. It was clearly very aimed at younger, fashion loving women, especially Gen Z and younger audiences, who spend a lot of time on Instagram and TikTok, where the campaign was mainly featured. The videos were everywhere online, making it easier for the target audience to find and engage with the messages SKIMS were relaying. And launching it around Valentine’s Day gave it that extra advantage by relating it to themes of love and confidence.
Choice of media:
The SZA x SKIMS campaign mainly focused on online platforms like Instagram, TikTok, and YouTube because that’s where their young and trendy target audience spend their time the most. Instagram was perfect for sharing pretty, natural photos and short clips, while TikTok helped create excitement with more casual, behind the scenes, or fun videos that felt super relatable. YouTube was also good for longer content like interviews, giving more ideas into the campaign and SZA’s story. They used traditional advertising as well such as TV or print to appeal to their target audience. However, the main choice of media was focussed on using digital platforms because their audience is way more online, and social media helped the campaign spread quickly and feel interactive, which really helped build hype and engagement.
Call to action:
The call to action in the SZA x SKIMS campaign was about encouraging people to shop the collection and feel confident in their own skin, as well as boosting sales, they encouraged people to check out the Fits Everybody line, and find a perfect comfy, flattering outfit. They chose this because the whole vibe of the campaign was about realness and empowerment, so they wanted people to actually then try the product and see how it makes them feel. The expected outcome from this was that fans of SZA and SKIMS would not only buy the underwear but also share their own stories and pics, giving the brand tons of feedback and support on social media. This kind reaction would then have helped SKIMS keep up their loyal customer base and keep growing and gaging kore people that feel connected and heard by this campaign.
Legal and ethical issues:
For the SZA x SKIMS campaign, they had to try avoid issues with a bunch of legal and ethical stuff to keep things running smoothly. Since it featured SZA and her image, they needed to sort out her performance rights and to make sure she got paid fairly for using her likeness and music. They also had to make sure all the visuals and music didn’t mess with any copyright or intellectual property rights, so nothing got stolen or reused without permission, so they couldn’t get taken down . Filming permissions were needed to be sorted out too, especially if they shot in public or private places. On the ethical side, the campaign kept things positive and respectful, they included no offensive language or behaviour and stayed clear of anything that may be seen as controversial that could cause hate. They also made sure the messaging was shared in a responsible and in the publics main interest, promoting body positivity without pinpointing or stereotyping anyone. Overall, they made sure they kept it legitimate while still making a harsh, relatable impact.
Regulatory bodies:
Since the SZA x SKIMS campaign was mostly online and not heavily pushed on TV however, they would have still needed to comply to Ofcom rules, which mainly cover TV and radio ads in the UK. However, the campaign did have to keep in mind the ASA (Advertising Standards Authority), to make sure they’re not misleading, harmful or offence. So SKIMS had to make sure their messages about body positivity and comfort weren’t exaggerated, and that nothing in the ads could be seen as harmful or misleading to viewers. Overall they chose to play it safe to avoid any complaints or issues.
Consistency:
The SZA x SKIMS campaign showed consistency across different media platforms, which was one of its biggest strengths. By online ads, social media posts on Instagram and TikTok, YouTube videos, or the SKIMS website, the campaign maintained a particular look and feel. They stuck to the same color palette of beige, browns, and nudes, which leads into SKIMS’ aesthetic and creates a calming, approachable and soft vibe. The fonts and logos were the same everywhere, keeping the brand identity clear and recognisable. The imagery across platforms featured natural, by including candid shots of SZA, reinforcing the message of authenticity and body positivity. The words was also consistent, using empowering, straightforward language that highlighted comfort, confidence, and inclusivity. This helped reinforce the campaign’s key messages and made it easy for audiences to instantly identify the brand, no matter where they saw the ads, which builds trust and recognition in the long run. While the campaign were good regarding consistency in digital and online spaces, which was smart given their target audience’s habits and it didn’t focus much on traditional media like print or TV. This could be seen as a weakness since it potentially could exclude older or less active consumers on social media. Also, because social media platforms have different formats and behaviours, some content was adapted slightly eg, TikTok’s short videos but the main messaging and visual style stayed aligned, so it didn’t confuse the audience. Overall, the consistency in colours, fonts, logos, imagery, and wording was a clear strength because it created a recognisable experience across multiple platforms, helping SKIMS build a strong emotional connection with its audience and stand out in a crowded market that its in.
Keeping this consistency is important as it helps to create a solid brand identity that audiences can recognise instantly. By consistantly using the same neutral colour palette, simple fonts and natural imagery, SKIMS builds familiarity, this makes people more likely to trust and remember the brand. It also helps to reduce confusion, as audiences directly know what to expect from the campaign across different platforms. This is even more important in a competitive market, as it helps SKIMS stand out while still keeping a cohesive, clear, strong image.
Message of delivery:
The message of delivery in the SZA x SKIMS campaign came across well on all the platforms it used. The ideas of body positivity, comfort, and authenticity came through clearly on Instagram, TikTok, YouTube, or the SKIMS website. It was easy to tell all the content was part of the same campaign because they used consistent visuals natural lighting, neutral colours, simple fonts all and featured SZA in similar styles and poses that felt genuine and relatable. This clear visual and made the campaign feel connected and had a clear purpose no matter where you saw it. The campaign was mostly delivered digitally rather than traditional print or TV. This choice just made sense because SKIMS’ primary target audience, mainly Gen Z. as they are very active online and respond better to interactive and social media content. Using platforms like TikTok and Instagram allowed the campaign to be more engaging, immediate, and easy to share , which helped generate excitement quickly. While traditional media could have broadened the reach to older people, SKIMS tried to prioritise digital to make sure the impact was as good as it can be with their main customers and keep the messaging fresh, relevant, and authentic. Overall, the campaign’s message was received clearly, consistently, and effectively through the platforms that mattered most for its audience.
This message of delivery is beneficial because it uses the most relevant platforms for its aimed audience, this allows the campaign to reach them in a way that feels natural rather than forced, creating a wider sense of community. These digital platforms also allow for high engagement through likes, comments and shares which helps share the message further and maximises engagement. By focusing on relatable themes like body positivity and authenticity, the campaign then becomes more impactful and relatable to the audience, increasing the chance that they will connect with the brand as well as being influenced by it. Billboards and print ads are also just as important because they reach people in everyday life and ads can’t be skipped. A billboard in a busy location or a poster in a public place is seen by thousands, helping brands stay in people’s minds. Together they help to build strong brand awareness and target specific audiences.
P1: U24Different media products within the media industry and how they can be used/ adapted for different uses and platforms.
Potential methods for advertising:
1. TV adverts2. Radio advertisements3. Print advertisements eg newspapers, magazines4. Outside advertising eg billboards, posters5. Influencer marketing campaigns6. Social media advertisements (Facebook ads, Instagram ads)7. Online video ads (pre-roll, mid-roll, post-roll)8. Email marketing campaigns9. Direct mail advertising (postcards, flyers)10. Product placements in movies or TV shows11. Sponsorship of events or sports teams
How products are adapted:
SKIMS x SZA campaign has a great ability to adapt its adverts across multiple platforms, transforming between Digital and psychical platforms and tailoring for audiences, while still remaining consistant with its bod positivity and empowerment.. Social media is SKIMS main source of marketing, on Instagram they use high-quality reels to showcase SZA and appealing her to fashion focused consumers. On TikTok, they shift the campaign to be more playful and be based around trends such as "get ready with me" videos with music and SZAs songs. They use X as a text driven campaign with more reactions and memes for a different audience and people who want more conversation based feedback. Youtube than provides a place for longer content such as behind the scenes videos and influencer hauls. The SKIMS website then ties all of this together as they offer a shoppible experience. They use a multiple platform strategy to maximise engagement by adopting the tone of the campaign to fit each digital platform, while remaining a good brand identity. Psychically the campaign extended its Digital impact into the world by using real visual adverts. For example big billboards in major cities such as New York. This is designed to grab attention and get more brand recognition in highly trafficked areas, but displaying the same message. In addition to this, adapting the advertisements for the various campaigns was more than strategic. Though digital platforms enable dynamic and engaging materials. This means that the campaign was able to work with various strengths of each platform with digital ads that emphasize visuals and storytelling to attract online users and physical materials turned into displays of support and solidarity for the target audience and beyond. This integrated strategy not only strengthened the campaign’s central idea through different media, but also ensured the audience obtained significant and engaging experiences in both online and offline, which enhanced the target audience’s engagement and awareness of the campaign.
Creates brand awareness:
The SZA x SKIMS campaign trys to creates brand awareness by maintaining a consistent brand image and adjusting to each platform of advertising to fit the right format. Across the billboard, youtube and social media posts. SKIMS promotes its brand around the ideas of body confidence, celebrity association and comfort. On the billboard the advert is minimal but striking as SZA confidently poses in SKIMS loungewear with neutral tones and soft lighting. There isn't a text apart from the brand logo which makes the image more powerful as it becomes recognisable and creates high visibility, it reinforces the idea SKIMS is a modern brand.
However, in the youtube video advert it offers movement and emotion. It includes SZA walking, lounging and close up of the fabrics. There is a ssoft music or in one of SZAs own music which then gives a more relaxed and aspiring vibe. This version of the campaign brings SKIMS to life and allows audiences to emotionally connect. On social media (Instagram or TikTok). The campaign becomes interactive and personal as they seek aesechtic imagery and viewers who may be interested in the culture. All together the campaign gives out the same message which is that comfort meets confidence.
Engaging different audiences:
The SZA x SKIMS campaign attracts different audiences by tailoring its content and tone as well as platform strategy to appeal to different demographics and people with different interests, while keeping the core brand message consistent which is self love and confidence and culturally. They use celebrity influence and platform specific content, and inclusive representation to certain minority’s to help connect with multiple audience types. For example, the campaign appeals to younger audiences on platforms like TikTok and Instagram by using short videos, behind the scenes content, and engaging visuals. These platforms highlight SZA’s cool vibe, pairing visuals with her music or her popular songs. This then will engage fans who care about fashion and body positivity, and current trends, because this makes the brand feel relatable.
On YouTube, the campaign reaches a more older or more audience through longer form content which catches more people’s attraction, such as adverts or influencer videos. Viewers may be interested in seeing how SKIMS feels and fits, making it perfect for people who want more detail before buying and are indecisive when shopping. SKIMS interacts with all demographics, including those less active on the Internet, the elderly, through billboard ads and physical advertisements. Using visuals of SZA that are bold and simplistic will capture the person’s attention and make them look. These advertisements, especially placed outdoors, make the brand well-known, and it enhances the brand’s admiration and visibility, which attracts middle-aged people who are less tech-savvy and still appreciate trends.
Lastly, by choosing SZA, a popular artist known for her good music, talent, and curvier body type, SKIMS also connects with women of colour, plus-size consumers, and fans of music and pop. This helps the brand feel inclusive and empowering, not just trendy. They do this by blending different community’s together to create a inclusive brand. By broadening its race, body type, and cultural background, this allows an even wider audience and doesn’t conform to the typical stereotypes.
Skims x SZA campaign 2023
Aims:
The SZA x SKIMS campaign, launched in 2023, this was a collaboration which was designed to create awareness, this is done by blending music , fashion, and cultural authenticity in to stand out both the artist and the brand. This campaign aimed to promote SKIMS' “Fits Everybody” collection, by emphasising the body positivity, comfort of the clothes, and lastly inclusivity. These are values that SZA closely represents her own public image and message with. She is known by embracing natural beauty and her emotional vulnerability, SZA brought honesty and relatability that related with a large audience, particularly Gen Z and younger people. The campaign’s visuals were clean , while focusing on styling that focuses realness over standard stereotypes and perfection. This helped view SKIMS not just as a shape wear and loungewear brand, but as a cultural brand that celebrates self image and expression in all forms. As well as this, the campaign was timed well with SZA’s highest career peak, following the success of her SOS album, which then gave the collaboration instant significance and online potential. It became well known across social media platforms such as Instagram and TikTok, where fans and influencers shared the campaign’s visuals and praised the brand’s choice of SZA. Beyond this, the SZA x SKIMS campaign reinforced SKIMS’ position as a a top modern, celebrity driven brand, this is by merging pop culture with commerce which then lead create a emotional connection and more sales. The exclusive clothes drop sold out quickly in multiple markets, proving the campaign’s power not just culturally but as a highly effective commercial strategy which fulfilled the aim of financial success and a high rise in sales.
Objectives:
The objectives of the SZA x SKIMS campaign were to mainly boost the brands visibility within the younger, and to culturally engaged the audience, aswell as to promote their inclusive “Fits Everybody” collection, and create a meaningful emotional connection which regards body positivity and authenticity. These objectives were picked because SKIMS aimed to expand beyond its current customer base by which is by joining up with SZA, as her public image strongly is based on empowerment and natural beauty values which relate deeply within Gen Z and younger audiences. By SZA’s credibility and social media influence, SKIMS could then communicate its message of inclusivity and differentiate itself in a competitive market, and drive sales. as well as long term brand loyalty. SKIMS chose to do the SZA campaign to connect with a broader and more diverse audience in an authentic way. SZA represents confidence, self love and individuality, which works in hand with SKINS values as a brand. By featuring her, SKIMS then could refresh interest in its existing products such as the Fits Everybody collection, at the same time as standing out in a crowded market. The campaign wasn’t about selling underwear and clothes but it was about building a strong connection with people who want to see real bodies and relatable creating a community within the brand, by including familiar faces in fashion. It also helped position SKIMS as a culturally aware, inclusive brand that empowers women through confidence and comfort.
Target audience:
The primary target audience for the SZA x SKIMS campaign is women aged 18 to 35 who value body positivity, inclusivity, and fulfilment. These are individuals who are socially conscious and commonly active on platforms like Instagram and TikTok, where they try to engage with fashion, music, and culture. The primary audience includes young professionals, students, and creative people who prioritise comfort and style in their everyday life. The secondary audience widens to a broader range of women who seek flexible, flattering loungewear and shape wear that fits diverse body types, including those interested in wellbeing and self care. By mainly focusing on this demographic, SKIMS then aim to build a community around empowerment and authenticity, with consumers who want fashion that celebrates their real bodies and highlight individuality. The tertiary target audience for the SZA x SKIMS campaign would be the fashion conscious community beyond their ideal buyers, including people who might not be the primary shoppers for SKIMS but are easily influenced by trends and celebrity culture. This could include men or women outside the typical age range such as older adults or younger teenagers. They may be fashion enthusiasts who follow celebrity endorsements, or even people interested in body positivity and inclusivity who wouldn’t gravitate to shopping at SKIMS but might be engaged by the campaign’s messaging and SZA’s influence.
Key messages:
The SZA x SKIMS campaign highlights safe and skin friendly fabrics that will provide a long lasting comfort and reliability, the key messages of the SZA x SKIMS campaign is focused on inclusivity and comfort. The USP that is highlighted is that SKIMS offers versatile, high quality loungewear and shape wear that is designed to fit and flatter every individual body type, promoting confidence and self love. They emphasise comfort without sacrificing trendy style, the campaign made sure that the brand embraces natural beauty and realness, making fashion accessible and empowering for everyone. This blends, body positivity, and cultural relevance to SKIMS in the crowded competitive market. The SZA x SKIMS campaign was set on celebrating confidence, comfort, and authenticity. It focuses body positivity by showing SZA looking confident as well as natural, they embraced her natural curves without overly stylised looks. The SZA x SKIMS campaign focuses on confidence, comfort, and authenticity, blending positivity and cultural relevance with SKIMS. The campaign focuses on body positivity through imagery of SZA who looks confident yet natural, and they embraced her natural curves without added gaudy embellishments. They establish a degree of veracity and realism that suggests, underwear should not be solely for the purpose of looking good, but should also allow you the freedom to feel good in your own skin. SZA being the spokesperson added a sense of empowerment and honesty which truly resonated with the younger demographics. All in all, the campaign wanted to share the message of being confident and comfortable enough to own who you truly are.
Approach:
The approach SKIMS took to gain more attention with the SZA campaign was all about celebrity power and authenticity. They used SZA’s influence and relatable image to connect with people on a deeper level. Instead of going for something shocking for audiences, they kept it simple and real, with natural lighting, minimal styling, and SZA just being herself. This made the campaign feel more personal and honest, which stood out to other overly edited fashion ads. It was a smart use of celebrity endorsement, but done to feel genuine and empowering and not forced. SKIMS used SZA’s cultural influence to connect with a younger, diverse audience and reinforced an ongoing message of inclusivity and self love. The campaign wasn’t just about selling underwear and clothes, but it was about promoting a feeling of confidence, comfort, and body acceptance.
Representation:
The SZA x SKIMS campaign did a good job with representing women postiviely in many ways. Firstly, it represented a individual SZA who doesn’t fit the traditional stereotypes of a “standard” person and beauty standards, which made the campaign feel real. She represented not just herself, but also a wider social group of women who feel underrepresented in fashion for Black women, curvier women, and those who don’t tend to embrace their natural bodies. The campaign tried to challenge stereotypes around beauty by showing that you dont have to be skinny or look a certain way. It also looked at bigger issues like body image and inclusivity, pushing away from the narrow beauty standards and promoting self love instead. Overall, it gave a chance for voices and looks that aren’t always seen to be celebrated in the media industry.
Campaign logistics:
The SZA x SKIMS campaign was timed really well, dropped in early 2023, around Valentine’s Day, this made sense as people are thinking about self love, confidence, and feeling good in their skin. This time helped then boost visibility, with images and videos coming out on SKIMS’ social media and website, as well as SZA’s own platforms, which meant it would reach a massive audience quicker. It was clearly very aimed at younger, fashion loving women, especially Gen Z and younger audiences, who spend a lot of time on Instagram and TikTok, where the campaign was mainly featured. The videos were everywhere online, making it easier for the target audience to find and engage with the messages SKIMS were relaying. And launching it around Valentine’s Day gave it that extra advantage by relating it to themes of love and confidence.
Choice of media:
The SZA x SKIMS campaign mainly focused on online platforms like Instagram, TikTok, and YouTube because that’s where their young and trendy target audience spend their time the most. Instagram was perfect for sharing pretty, natural photos and short clips, while TikTok helped create excitement with more casual, behind the scenes, or fun videos that felt super relatable. YouTube was also good for longer content like interviews, giving more ideas into the campaign and SZA’s story. They used traditional advertising as well such as TV or print to appeal to their target audience. However, the main choice of media was focussed on using digital platforms because their audience is way more online, and social media helped the campaign spread quickly and feel interactive, which really helped build hype and engagement.
Call to action:
The call to action in the SZA x SKIMS campaign was about encouraging people to shop the collection and feel confident in their own skin, as well as boosting sales, they encouraged people to check out the Fits Everybody line, and find a perfect comfy, flattering outfit. They chose this because the whole vibe of the campaign was about realness and empowerment, so they wanted people to actually then try the product and see how it makes them feel. The expected outcome from this was that fans of SZA and SKIMS would not only buy the underwear but also share their own stories and pics, giving the brand tons of feedback and support on social media. This kind reaction would then have helped SKIMS keep up their loyal customer base and keep growing and gaging kore people that feel connected and heard by this campaign.
Legal and ethical issues:
For the SZA x SKIMS campaign, they had to try avoid issues with a bunch of legal and ethical stuff to keep things running smoothly. Since it featured SZA and her image, they needed to sort out her performance rights and to make sure she got paid fairly for using her likeness and music. They also had to make sure all the visuals and music didn’t mess with any copyright or intellectual property rights, so nothing got stolen or reused without permission, so they couldn’t get taken down . Filming permissions were needed to be sorted out too, especially if they shot in public or private places. On the ethical side, the campaign kept things positive and respectful, they included no offensive language or behaviour and stayed clear of anything that may be seen as controversial that could cause hate. They also made sure the messaging was shared in a responsible and in the publics main interest, promoting body positivity without pinpointing or stereotyping anyone. Overall, they made sure they kept it legitimate while still making a harsh, relatable impact.
Regulatory bodies:
Since the SZA x SKIMS campaign was mostly online and not heavily pushed on TV however, they would have still needed to comply to Ofcom rules, which mainly cover TV and radio ads in the UK. However, the campaign did have to keep in mind the ASA (Advertising Standards Authority), to make sure they’re not misleading, harmful or offence. So SKIMS had to make sure their messages about body positivity and comfort weren’t exaggerated, and that nothing in the ads could be seen as harmful or misleading to viewers. Overall they chose to play it safe to avoid any complaints or issues.
Consistency:
The SZA x SKIMS campaign showed consistency across different media platforms, which was one of its biggest strengths. By online ads, social media posts on Instagram and TikTok, YouTube videos, or the SKIMS website, the campaign maintained a particular look and feel. They stuck to the same color palette of beige, browns, and nudes, which leads into SKIMS’ aesthetic and creates a calming, approachable and soft vibe. The fonts and logos were the same everywhere, keeping the brand identity clear and recognisable. The imagery across platforms featured natural, by including candid shots of SZA, reinforcing the message of authenticity and body positivity. The words was also consistent, using empowering, straightforward language that highlighted comfort, confidence, and inclusivity. This helped reinforce the campaign’s key messages and made it easy for audiences to instantly identify the brand, no matter where they saw the ads, which builds trust and recognition in the long run. While the campaign were good regarding consistency in digital and online spaces, which was smart given their target audience’s habits and it didn’t focus much on traditional media like print or TV. This could be seen as a weakness since it potentially could exclude older or less active consumers on social media. Also, because social media platforms have different formats and behaviours, some content was adapted slightly eg, TikTok’s short videos but the main messaging and visual style stayed aligned, so it didn’t confuse the audience. Overall, the consistency in colours, fonts, logos, imagery, and wording was a clear strength because it created a recognisable experience across multiple platforms, helping SKIMS build a strong emotional connection with its audience and stand out in a crowded market that its in.
Keeping this consistency is important as it helps to create a solid brand identity that audiences can recognise instantly. By consistantly using the same neutral colour palette, simple fonts and natural imagery, SKIMS builds familiarity, this makes people more likely to trust and remember the brand. It also helps to reduce confusion, as audiences directly know what to expect from the campaign across different platforms. This is even more important in a competitive market, as it helps SKIMS stand out while still keeping a cohesive, clear, strong image.
Message of delivery:
The message of delivery in the SZA x SKIMS campaign came across well on all the platforms it used. The ideas of body positivity, comfort, and authenticity came through clearly on Instagram, TikTok, YouTube, or the SKIMS website. It was easy to tell all the content was part of the same campaign because they used consistent visuals natural lighting, neutral colours, simple fonts all and featured SZA in similar styles and poses that felt genuine and relatable. This clear visual and made the campaign feel connected and had a clear purpose no matter where you saw it. The campaign was mostly delivered digitally rather than traditional print or TV. This choice just made sense because SKIMS’ primary target audience, mainly Gen Z. as they are very active online and respond better to interactive and social media content. Using platforms like TikTok and Instagram allowed the campaign to be more engaging, immediate, and easy to share , which helped generate excitement quickly. While traditional media could have broadened the reach to older people, SKIMS tried to prioritise digital to make sure the impact was as good as it can be with their main customers and keep the messaging fresh, relevant, and authentic. Overall, the campaign’s message was received clearly, consistently, and effectively through the platforms that mattered most for its audience.
This message of delivery is beneficial because it uses the most relevant platforms for its aimed audience, this allows the campaign to reach them in a way that feels natural rather than forced, creating a wider sense of community. These digital platforms also allow for high engagement through likes, comments and shares which helps share the message further and maximises engagement. By focusing on relatable themes like body positivity and authenticity, the campaign then becomes more impactful and relatable to the audience, increasing the chance that they will connect with the brand as well as being influenced by it. Billboards and print ads are also just as important because they reach people in everyday life and ads can’t be skipped. A billboard in a busy location or a poster in a public place is seen by thousands, helping brands stay in people’s minds. Together they help to build strong brand awareness and target specific audiences.
The SZA x SKIMS campaign attracts different audiences by tailoring its content and tone as well as platform strategy to appeal to different demographics and people with different interests, while keeping the core brand message consistent which is self love and confidence and culturally. They use celebrity influence and platform specific content, and inclusive representation to certain minority’s to help connect with multiple audience types. For example, the campaign appeals to younger audiences on platforms like TikTok and Instagram by using short videos, behind the scenes content, and engaging visuals. These platforms highlight SZA’s cool vibe, pairing visuals with her music or her popular songs. This then will engage fans who care about fashion and body positivity, and current trends, because this makes the brand feel relatable.
On YouTube, the campaign reaches a more older or more audience through longer form content which catches more people’s attraction, such as adverts or influencer videos. Viewers may be interested in seeing how SKIMS feels and fits, making it perfect for people who want more detail before buying and are indecisive when shopping. SKIMS interacts with all demographics, including those less active on the Internet, the elderly, through billboard ads and physical advertisements. Using visuals of SZA that are bold and simplistic will capture the person’s attention and make them look. These advertisements, especially placed outdoors, make the brand well-known, and it enhances the brand’s admiration and visibility, which attracts middle-aged people who are less tech-savvy and still appreciate trends.
Lastly, by choosing SZA, a popular artist known for her good music, talent, and curvier body type, SKIMS also connects with women of colour, plus-size consumers, and fans of music and pop. This helps the brand feel inclusive and empowering, not just trendy. They do this by blending different community’s together to create a inclusive brand. By broadening its race, body type, and cultural background, this allows an even wider audience and doesn’t conform to the typical stereotypes.
Comments
Post a Comment