The document proposes a marketing campaign concept for the Iconic brand targeting inner city youth aged 18-27 who aspire to careers in music, media, arts, and fashion. The campaign would involve running a social media promotion where entrants can win an internship assisting with styling models for a photo shoot, gaining experience and building their portfolio. If selected, the internship would be documented on social media over 4 weeks with one grand prize winner receiving a fashion wardrobe. The goal is to leverage social networks to communicate the Iconic brand and position it as relevant among opinion leaders in the target demographic.

1. A test campaign concept for the Iconic*
*With love from The Trees and the Forests

2. Remember:
We’re not going to do this for you.
We consult internally only, and only to help you facilitate the campaign using internal resources.

3. Approach to market:
Build market segment by segment, niche by niche.

4. Position:
Objective: position the Iconic as relevant to opinion leaders, in target demographic, in inner city markets.

5. Target of opportunity:
This campaign: inner city, 18 to 27 M/F socially connected, socially aware.

6. Target market insight:
The target aspires to and dream of careers in music, media, arts and fashion.

7. The marketing opportunity:
To bring that dream to life through the Iconic brand.

8. The idea:
-An integrated digital and social media campaign.
-A broader brand conversation that begins with a promotion.

9. The concept:
The Iconic Fashion Intern*
A promotion: win the chance to intern as a stylist for the Iconic
-Mentoring
-Style the models for a real shoot
-Get real experience,
-Reference
-Photos for your portfolio
*This is not the name, or copy it’s a working title only.

10. Do we understand why this is a good idea?
Let’s talk about how this links everything together and why it makes sense....

11. The execution:
-This is an idea that is communicable.
-Our execution is about propagation - communicability. We optimise for this.
As with each of your staff, each of the entrants is connected to hundreds of people, each in turn is connected to
hundreds more. This is about leveraging networks.

12. Extending the campaign:
-Offer a series of 4 internships, lasing a week.
-Document the journey of each as it unfolds using social media channels.
-Document everything – create a feedback loop into social media channels.
-Select one entrant to win the grand prize – a fashion wardrobe.

13. Media:
You know what to do.

14. Thank you
Ravi Prasad
Strategist
The Trees and the Forests
myintuition@yahoo.com
For Ullash Tiwari
Ullash.tiwari@gmail.com

15. P.S....
If you like this, want to use it, or just like us, can we ask you a favour...