Goal and Purpose: 

  • To increase brand awareness and brand loyalty among 18-34 year olds. Reestablishing the brand prestige with ties to the brand’s golf roots.

Strategy: 

  • Establish the Penguin logo not as a status symbol but as a symbol of fun and joy. Knowing that when you are wearing Original Penguin you are taking part in something that you love doing. 

  • Showcase that by creating content around people who are active in the communities we want to target. People who are gamers, mixologists, athletes such as golfers, anything that is associated with leisure activities.

  • Showcase how Original Penguin is an upgrade over hoodies and your old tees, targeting that 18-28 year old who is realizing that their wardrobe hasn’t changed much since high school and now is the time to take on a more adult look. 

  • Create more of a community within the Original Penguin target market by generating User Generated Content and one-to-one interactions.

Pre-Release:

  • Send a reminder to followers with the Instagram Shop feature on what day the new season of clothes releases. I think this is less important for Original Penguin than it is for Perry Ellis.

  • Tease with close up shots of the penguin logo on different prints and fabrics, used in stories with the date of the release date. 

Release:

  • Similar to the Perry Ellis release we’d release a video showing micro-influencers wearing the clothes, they would then share the video on their platforms and thus exposing a new audience to the brand.

  • Release on the Instagram shop and push a notification to followers.

  • Create a TikTok series about all the places where the Penguin logo thrives.

Post-Release:

  •  Work with influencers to keep them outfitted in Original Penguin for their content. I’d love to focus on two influencers per content genre so that they can collaborate and duet/share each other’s content and it would still be relevant to what their followers like. 

  • Create daily Instagram Stories that are interactive. Things like polls on which outfit layout is better, which outfit that Cameron Smith wore is better etc.

  • Every Friday do an Instagram Stories Question and ask followers what they are doing for the weekend and then share their responses in our stories and use an outfit grid as a suggestion for what they could wear while doing that activity. If not an entire outfit then perhaps just one item.

  • Create Throwback Thursday Instagram Stories where we show an old ad for Original Penguin and then show how to recreate a similar outfit using today’s collection.