EIGEN-WIJSHEID.
ZEEMAN X LADY BOOMER
My final project revolved around a successful audience expansion for Zeeman. The brand is responding to the Lady Boomer, which will boost their resale collection.
Two books emerged from this: a general marketing advice and a marketing strategy to connect this new audience and the resale collection.
CONCEPT BOOK 1: INSIGHTS AND GENERAL MARKETING ADVICE
This part consists of a marketing analysis for the brand and general marketing recommendations for an audience expansion to the Lady Boomer.
The book was created with the idea that audiences other than Gen Z are also still relevant to address and should not be forgotten.
CONCEPT BOOK 2: COMMUNICATION STRATEGY FOR TARGET GROUP EXPANSION
This part consists of conceptual starting points for the Eigen-Wijsheid campaign and a communication strategy expressed in communication tools for Zeeman.
The relevance of the Lady Boomer and their inspiring stories are a red thread throughout this concept book. A honest and powerful image of these ladies is linked to a campaign strategy. In which Eigen-Wijsheid is celebrated to break down prejudices. The result is to boost Zeeman’s social commitment again and find a good match for their target group expansion.
