Your Rules Your Republic
Having recently completed an in-depth Discovery™ for new client, Republic, there’s not much we don’t know about floral playsuits and skinny jeans right now. And with a targeted above-the-line campaign launching imminently (a first for Republic), the hip high street brand is set to wow the market with more than just its cool clothing range.
The ‘YOUR RULES YOUR REPUBLIC’ campaign has been designed to drive brand awareness and increase customer affinity across all media channels, creating a single iconic brand with a distinct tone of voice that clearly speaks to the core target audience of 16-24 year olds.
Republic currently has over 100 fashion outlets across the UK and Ireland, and the campaign aims to recognise the retailer’s long-term growth plans to increase its number of stores to 250 and to triple turnover to £600m within the next five years, establishing it as a key high street player.
The above-the-line activity will be supported by a fully integrated PR and Digital campaign, which uses various social media channels to engage with, and capture, the imagination of its young target audience, as well as re-educating and influencing trend setters, fashion bloggers and the media. An exciting new direction for Republic, it’s an up-to-the-minute approach for an up-to-the-minute brand.
Jo Molineux, head of multi-channel, Republic, said: “Working with Propaganda has been a truly eye-opening experience; our new brand proposition and campaign perfectly captures Republic’s essence, and the fresh direction in which we are taking the brand. We look forward to working with Propaganda, and to taking the new brand proposition to market.”
Julian Horberry, planning director, Propaganda, said: “Our robust ‘Discovery™ programme had provided us with a rich insight into consumer buying habits, and, in particular, into the needs and aspiration of Republic’s core target audience.”
“Republic is a dynamic brand with big ambitions and our creative articulation of the brand’s new proposition, together with the social platform we’ve created, has been designed to reflect just that.”
So watch this space, and get ready to make your own rules.