French Connection splits brand along gender lines for integrated campaign
French Connection has kicked off a major social media brand-building campaign as its first marketing since dropping its FCUK identity.
The fashion retailer has rolled out a campaign across video and social sites to make a clearer distinction between its men’s and women’s clothing range, tying in with its new The Man, The Woman branding.
The online activity is part of a major integrated branding campaign which plays on the idea of the ultimate man and woman.
French Connection has revamped its home page, which now prompts users to select their sex, while each section has a gender-specific blog and editorial content.
The men’s section will link to a blog created specifically for the campaign, manifesto.Frenchconnection.com, which posts tongue-in-cheek advice about how to be a manly man.
Jennifer Roebuck, head of ecommerce and direct marketing, said, “This campaign gives us the opportunity to segment our online experience. It has both branding and sales objectives, as we want more men to know that we sell menswear and then develop a following so we can have regular communications and generate more sales.”
The digital activity includes video content on YouTube, which will be seeded across social sites, while French Connection has created Facebook and Twitter profiles for each sex, rather than a single brand presence on the social networks.
The campaign was created by digital agency Poke and ad agency Fallon.
Source: New Media Age
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