Neutralizer

LATOYA STRONG | SHRUTI DASGUPTA |

STELLA MCCARTNEY
WINTER 20/21
SLOKA SHAH | SIMRAN PATEL

A step towards reducing carbon emission.

FASH 763 | SUMMER 20| PROFESSOR QUACH

 Continuing the essence of sustainability from the roots of
Stella McCartney we have created a business idea for Winter
20/21 campaign. The creative idea revolves around the
Winter collection's core message to neutralize carbon
emission. The campaign seeks to create awareness and
encourage people to support the sustainable cause. With
‘Neutralizer,’ The SM Holiday Collection, launching this World
Soil Day on December 5th, 2020, Stella McCartney would aim
to bring more thought to their message from their AW20-21
collection which was to show the importance of being
Carbon Neutral, and bringing in the holiday joy through
endorsing Christmas Cheer resonating in their collection.
Executive Pitch Stella McCartney would drive this initiative by endorsing
planting of more trees and plants and donating 10% of
proceeds towards this campaign.

With this project, the brand can showcase their strong vision
of blending fashion with a conscious effort to saving our
ecosystems, by building a stronger presence on digital
channels like Social Media which would help increase the
brand’s reach, creating an ideal IMC plan to create more
understanding of the Stella vision and educate the audience
on the importance of sustainable practices.
1. Business Issues

Delicate treatment of the message makes

it difficult to convey the right message.
(Farro, 2019)
Despite her Instagram following being
6.3M, Stella McCartney lacks brand
awareness and reach. (Stella McCartney,
Instagram 2020)
The campaigns does not impose strong
brand identity to the audience.(Kent,
2019)
The brand lacks digital innovation.(Pearse,
c/o Stella McCartney
2020)
60% of people said that they rarely come across Stella
McCartney Campaigns, and 35% said they see it once
between 3-6 months. (Consumer survey, 2020)
Stella McCartney's Fall 2019 campaign had a confusing
message as they featured Extinction Rebellion. (Kent,
2019) 2. OBTAIN
KEY
The survey helped us understand that the Stella
McCartney campaigns need more channels to attract
larger audience. (Consumer survey, 2020)
Shift in consumer spending for sustainable gifting. CONSUMER
(Google Trends)
84% of consumers globally consider themselves as
INSIGHT
“green”, that is, they want to buy green products, but less
than 10% typically follow through. (Green Story, 2020)
The survey gave us insight about the lack of reach of the
campaigns and the brand itself. (Consumer survey, 2020)
(Stella McCartney, 2020)
(Stella McCartney, 2020)
(Stella McCartney, 2020)
 Creating brand awareness.
Provide engaging content using various
advertising platforms for its Winter 20/21
campaign resulting in active purchase.
To launch on World Soil Day (December
5) which will eventually facilitate
Christmas gifting.
Motivate people to plant more trees for a
3. COMMUNICATION more carbon-neutral environment.
OBJECTIVES Effectively convey brand's message.
Motivating people for post-purchase
engagement and increase frequency
and reach.
Create excitement and eagerness for
new products.
(Research analysis, 2020)
4. Communicaton
mix and channels
Primary medium - Instagram,
Facebook, Twitter, Stella McCartney
website, launch event.

Secondary medium - Magazines,

shopping bags.

Stella McCartney will maintain a

Campaign name - "Neutralizer"
synergy throughout and would
Hashtag - #stellagoesneutral sustain the essence of sustainability
in all her ad campaigns.
 59K 41K 67K 114K
Sustainable
Influencers

Corinna Aditi Mayer Shannon Buckley Jasmine Hemsley

@kissenundkarma @aditimayer @shannydoots (@jasminehemsley)
 Traditional media
20%

Promotions Digital media

5. Budget
20% 60%

2020 projected sales would be USD$

282 million. (Samaha, 2020).
Overall advertsing budget as perecentage of sales
Allocated advertising budget for
Mobile marketing
Winter 20/21 campaign is 2.5% of
21.4%
sales which is 524K. (Influencer Hub,
Website
35.7%
2020)
Twitter
3.6% Advertising mediums - digital media,
Facebook
3.6% promotions and traditional media.

Instagram
35.7%

Digital media budget as perecentage of sales

6.TIMING OF THE LAUNCH
 Neutralizer
"Neutralizer", launching on this World Soil
Day, December 5th, 2020, aims to bring
more thought to their message from their
AW 20/21 collection which is to show the
7. Creative importance of being Carbon Neutral, and
Idea bringing in the holiday joy through
endorsing Christmas Cheer resonating in
their collection. Stella McCartney would
drive this initiative by endorsing planting
of more trees and plants and donating
10% of proceeds towards this campaign.
(Phelps, 2020)
Campaign Mood
Board
7. CREATIVE IDEA
Look Board
CAMPAIGN LOOK

Photos by Kourosh Qaffari from Pexels

NEUTRALIZER
 FACEBOOK INSTAGRAM
Primary Medium
INFLUENCER IGTV

Photos by Cottonbro from pexels

Photos by Cottonbro from pexels
TWITTER MICROSITE

Photos by Kourosh Qaffari from Pexels

PACKAGING AND GIVEAWAYS
E-INVITE
 MAGAZINE
Secondary Medium

Photos by Kourosh Qaffari from Pexels

 Campaign Evaluation

Stella McCartney will track its

winter 20/21 campaign through
“continuous tracking”
Will help to determine the
effectiveness of the campaign.
Increase in brand awareness to
track if right content is delivered.
Purchase payments to ensure that
the campaign is successful.
Conti. (2018, November 21). Stella McCartney Sales, Profits Rise as Impact on Planet Improves. WWD.
https://0-wwd-com.library.scad.edu/business-news/business-features/exclusive-stella-mccartney-sales-
profits-rise-as-impact-on-planet-improves-1202911723/
Farro, 2019. (2019). Www.Vogue.Com. https://www.vogue.com/article/stella-mccartney-extinction-
rebellion-climate-change-campaign
Kent, S. (2019, July 29). Stella McCartney Taps Anti-Consumption Activists to Sell More Clothes. The
Business of Fashion. https://www.businessoffashion.com/articles/intelligence/stella-mccartney-taps-
anti-consumption-activists-to-sell-more-clothes
Phelps, N. (2020, March 13). Stella McCartney Fall 2020 Ready-to-Wear Collection. Vogue.
https://www.vogue.com/fashion-shows/fall-2020-ready-to-wear/stella-mccartney
Influencer Marketing hub. (n.d.). Coronavirus (COVID-19) Marketing & Ad Spend Impact: Report + Stats
(Updated June). Retrieved August 8, 2020, from https://influencermarketinghub.com/coronavirus-
marketing-ad-spend-report/
Pearse, J. (2020b, March 6). How Stella McCartney is driving innovation in ecommerce. Retrieved
August 22, 2020, from https://newdigitalage.co/2020/03/05/how-stella-mccartney-is-driving-innovation-
in-ecommerce/
Samaha, B. (2020a, April 22). How Are Luxury Brands Faring Since the Coronavirus Outbreak? Retrieved
August 8, 2020, from https://www.harpersbazaar.com/fashion/designers/a32237846/luxury-brand-sales-
report-coronavirus/
Hyman. (2020, June 24). How brands can fill the ‘experience void’ while customers are stuck at home.
Fast Company. https://www.fastcompany.com/90520030/how-can-brands-fill-the-experience-void-
REFERENCES
while-customers-are-stuck-at-home
Gividen. (2020). Sustainable Strategies: Style Drivers. WGSN.
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anti-consumption-activists-to-sell-more-clothes
Phelps, N. (2020, March 13). Stella McCartney Fall 2020 Ready-to-Wear Collection. Vogue.
https://www.vogue.com/fashion-shows/fall-2020-ready-to-wear/stella-mccartney
Quffari, K (2020). Photograph. www.pexels.com
Cottonbro (2020). Photograph. www.pexels.com