Simply Be Releases Bold New Campaign for the US Market
British size-inclusive brand Simply Be is turning its focus on the U.S. market with a relaunch supported by a global rebranding program, a dedicated digital strategy, a New York-based team, exclusive collections designed specifically for its American consumer and U.S.-specific campaigns.
Richard Clark, International Director at N Brown Group, the parent company of Simply Be: "We saw in our sales data the huge market opportunity for Simply Be in the U.S. that required new design and marketing approaches that can better engage with our consumer in a language she responds to and through territory-specific content created for her that will inspire her to look and feel her best"
These fresh campaigns will feature prominent curve models Natalie Nootenboom (niece of super model Devon Aoki and DJ Steven Aoki) and Sports Illustrated model and face of Khloe Kardashian's Good American denin brand Sarina Nowak modeling swimwear, athleisure and festival collections that have been designed and curated exclusively for the territory.
Over the period of a week and shot on location in Palm Springs and Los Angeles, by Hatch's Lead Creative Ben Harvie using the Canon C200, Hatch filmed five new digital campaigns dedicated solely to the U.S. market. These featured bold new images that are a marked departure from the kind of prosaic images proffered by most plus-size brands in the sector. Each film celebrates the bold, beautiful and uncompromising nature of the Simply Be girl. The fresh new look for visual marketing communications will make all campaign images, videos and Instagram posts highly engaging and shoppable. The entire production was managed in-house by Hatch's Head of Production, Rebecca Hunnybun.
Rich Storer, U.S. Vice President of Marketing, Americas, at N Brown Group added: "For the first time, we are creating territory-specific product category campaigns for Simply Be in the U.S. to keep the brand agile, current and ensure focused attention is placed on key categories for consumers"
Mark Gibson, Managing Director of Hatch London commented: "We are honoured to be working with such a talented U.K. and U.S. team as we help elevate Simply Be into the U.S. market. We're looking forward to shooting across 2018 and creating outstanding shareable content for the brand".
Advertiser: SIMPLY BE
VP of Marketing: RICH STORER
Production Company: HATCH LONDON
Producer: REBECCA HUNNYBUN
Photographer: JAMES MOUNTFORD
Creative Director: MARK HARRISON
Stylist: WAY PERRY
Makeup Artist: ADAM DE CRUZ
Hair Stylist: LESLY MCMENAMIN
Lead Creative: BEN HARVIE
Creative Agency: HATCH LONDON
Genre: Fashion & Beauty