Native Campaign

            After sifting through many different ideas for this campaign, I thought it would be best to go with the lifestyle strategy for my campaign and portray a traveling lifestyle made comfy with Native Language clothing. With their brand being more relatable and relaxed, and Gen Z now wearing more comfortable and casual clothes to any event, I thought it would be best to shift the customer perceptions to different scenarios that they could see themselves being in while wearing Native clothing and how it is able to flawlessly adapt to any setting.

            Native Language’s current position is pretty successful and fits pretty nicely within their demographic especially being located in Bloomington. They are mainly an online store gaining most of their customers through website traffic which I wanted to utilize a lot for my campaign while incorporating the website link onto all of my display ads. Their clothes are definitely on the medium-high end of the pricing spectrum with their cheapest pieces being $30 and they max out at $80.

            Native Language’s brand voice is motivating, relatable, and down-to-earth/comfortable. It has been able to incorporate style into leisurewear and that is their main focus. They love to experiment and get their name out there by working with other local businesses in Bloomington. Native Language is welcoming and the owners enjoy interacting with customers and hearing their opinions which is why I wanted to add an interactive element into the campaign with the landing page.

            With my strategy being the lifestyle strategy, I wanted there to be little copy on my ads and show off the clothes in image-driven advertisements. I wanted the colors to be eye-catching but also relate back to the original company colors. I liked creating a more inspiring campaign through color and positioning as well by making the person in the ad the main focus. The placement of these ads is also very motivating as they’re placed in areas where travel is highlighted. The highest possible benefit of my campaign according to Maslow’s Hierarchy of Needs is belongingness because it plays with the word “Native” which means being from a certain place. Saying “Native to the world” means that people will gain a sense of belonging everywhere during their travels while wearing clothing that adapts to every travel setting.

            The insights about my audience that my concept and strategy is based on is the self-discovery and again, the belongingness concept of my campaign. Gen Z loves to explore and interact with each other through social media. Gen Z also loves dressing casual and comfy no matter the circumstance. With this, the storytelling conflict that was presented in my advertisements is “Man vs Society”, basically that fear of belonging in a new environment. Society has such a role in how you are treated based on the clothes that you wear, and Native Language strives to seal that gap.

            The action I am trying to persuade is mainly just boosting Gen Z’s confidence and motivating them to achieve their traveling desires and to look good doing that. It is possible to be stylish while also being comfortable and we are providing inspiration for that aesthetic. I chose these specific colors and design elements to stick with that basic style that Native Language already incorporates into their clothing. I wanted to add minimal text to not overwhelm our audience and again, focus the majority of the ad on the person because at the end of the day, our brand is all about the people.