By Destiny Solomon-Thomas

A group of girls travel across Europe to the most popular holiday destinations. Feeling confident, fashionable and unstoppable... No one dares to get in their way!

Character 1: (based in Ibiza) Georgia is a vibrant girl with a loveable personality. She enjoys to party with her friends abroad. She loves her shades as they 'block out the bad vibes', along with the latest heels. Georgia is the life of the party and she has a level of confidence like no other, she is wearing her new PLT summer fit and she is on top of the world!

Character 2: (based in Barcelona) Tamara is a cool, down to earth individual who enjoys making the most out of anything life may throw at her. She is having a tremendous time shopping with her friends through the picturesque Spanish city: Barcelona. Sandy has a quirky fashion sense and loves a bit of colour.

Character 3: (based in Ayia Napa) Kayla is a girl some might describe as 'bananas' she loves to have a good time and will go to any means to have that 'good time'. She loves to host a party... And so she did in Ayia Napa! She loves to wear something comfortable whilst living her crazy lifestyle!

Starting of at a festival in Ibiza, GEORGIA and her friends approach the crowd excited to see what this festival has in store for them. They are filled with excitement and laughter; this fades out into the festival music as GEORGIA is having the time of her life dancing with her friends near the beach.

We transition to TAMARA and her two friends walking through the picturesque city of Spain: Barcelona. The group visit different locations showing off their PLT Summer outfits during a 'mini photoshoot'.

Entering one of the most well-known holiday destinations: Ayia Napa, where we meet KAYLA at her apartment which overshadows a golden sandy beach and sun set. She invites her friends into the apartment whilst holding a cocktail in her hand which she cheers with her friend that dances her way onto the balcony where they all party. This final scene includes a montage of all scenes from Ibiza, Barcelona and Ayia Napa, with the groups of girls posing and looking amazing in their PLT Summer outfits.

Synopsis + Video Transitions & Shots

Starting off at a festival in Ibiza, GEORGIA and her friends approach the crowd excited to see what the festival has in store for them (this scene will show the girls walking from behind the camera. The PLT logo will fade out once the girls are in full camera view, all whilst the camera is panning out). They are filled with excitement and laughter; this fades out into the festival music as GEORGIA is having the time of her life dancing with her friends near the beach.

We transition to TAMARA and her two friends walking through the picturesque city of Spain: Barcelona (close up footage of the girls are required to put focus on their clothing). The group visit different locations (coffee shop, restaurant, next to famous landmarks.) showing off their PLT Summer outfits during a 'mini photoshoot'.

Landing in one of the most well-known holiday destinations in Europe: Ayia Napa, where we meet KAYLA at her apartment which overshadows a golden sandy beach and sun set. (As Kayla opens the door, the camera pans out to where her cocktail can be seen) She invites her friends into the apartment whilst holding a cocktail in her hand; she cheers with her friend (a transition should take place here as we subtilty change POV's) that dances her way onto the balcony where they all party.

This final scene includes a montage of all scenes from Ibiza, Barcelona and Ayia Napa, with the groups of girls posing and looking amazing in their PLT Summer outfits (the PLT logo fades in here whilst the video montage is playing in the background).

Visual Concept Examples

Note: All videos are from storyblocks.com and have been edited..

Music Concept Examples

There are some soundtrack examples. These soundtracks fit well with the video concept as each of them are upbeat and have a party feel to it.

"Fashion today is largely dependent on Fashion influencers for brand promotion" (Brahma 2023).

"The brands can communicate about themselves through known fashion influencers and reach their audience with all improved strategies." (Brahma, 2023).

Instagram

As Instagram was the most downloaded social media application worldwide in 2022 (Statista, 2023), it is only logical to utilise this platform and continue to push the marketing efforts to this platform.

Here are a few images sourced from the PLT Instagram account which represents the approach for this campaign.

Whilst keeping the theme consistent throughout this campaign, PLT will upload images of the new summer catalogue, incorporating scenes from the video shoot.

These images will represent characters and/or influencers used in the video shoot in various locations in either Ibiza, Barcelona or Ayia Napa.

Using a range influencers (whether this be gifting items or inviting them to a shoot) would be ideal as this creates a whole new level of exposure.

PLT can also upload inspired outfits based on occasions.

This type of content can be uploaded to Facebook also.

" It was reported that online videos had an audience reach of 92% among internet users worldwide." (Shepherd, 2023).

Social Media has changed customer buying behaviours. They want to see the items being worn in various styles before purchasing as well as seeing their favourite influencers wearing them!

Short-form content such as Instagram Reels, YouTube Shorts and TikTok will be used to showcase the Summer Catalogue. This enables the user to see 'real' content and vision the outfits on themselves.

Long-form content such as YouTube videos will be used for the popular fashion hauls that are seen more frequently among the growing generation of influencers.

Competitions are a great way to engage with your audience. And a brand like Pretty Little Thing have an immense number of followers who are passionate about the brand.

Competition Idea:

• Use hashtag #PLTIbizaOutfits and show us your summer styles for a chance to win a £100 voucher!
  

For this idea: a popular influencer could announce the competition in hopes for a influx of customers using the hashtag!

Not only have the previous PLT campaigns inspired my idea, but the Hustlers movie had some great marketing behind it that sparked a few brain cells!

The use of locations is key over a range of their social media posts as this correlates with the films theme.

Hustlers have received a great response with their social media strategy!

• Shepherd, J (2023) '30 Vital Video Marketing Statistics You Need to Know in 2023'. Available at: https://thesocialshepherd.com/blog/video-marketing-statistics#:~:text=Online%20Videos%20Have%20an%20Audience,tutorial%20or%20how%2Dto%20videos (accessed: 20/03/23).
  
• Brahma, S (2023) 'Impact of Social media on the Fashion Industry In 2023'. Available at: https://thefashionfrill.com/fashion/impact-of-social-media/ (accessed 20/03/23).
• Statista (2023) 'Leading social media apps worldwide in 2022, by downloads'. Available at: https://www.statista.com/statistics/1284900/top-social-media-apps-worldwide-by-downloads/ (accessed: 20/03/23).