To address this challenge, Superdry decided to take a unique approach by focusing on the real interests of their target audience - the night. The brand launched a campaign titled 'The Night is Young', which was a departure from the usual beach and sunset themes. The campaign featured a launch film that followed a group of millennials embracing the night, showcasing their adventures on side streets, at unplanned parties, and impromptu fireworks on the beach. The campaign was fully integrated, rolling out across social media, ecommerce, PR, and bespoke influencer activation. It also incorporated various forms of content such as film, photography, GIFs, and moving images, all under the hashtag #TheNightIsYoung. The campaign took style cues and direction from the very audience it was targeting and the way they consume social media.
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