- In honor of International Women’s Day – and the company’s 65th anniversary – fashion brand Lilly Pulitzer is launching its largest brand campaign to date.
- The effort, communicating the brand’s message of “65 Years of Creating Sunshine,” will run across digital channels including Netflix, Hulu, Disney+, Meta, Pinterest and Youtube.
- The spot uses AI to depict a woman’s dreams of escaping a party for a moment to slow down and imagine a world with fewer obligations, where she can relax at a seaside resort and still be the life of the party.
The new campaign marks a departure for the well-known fashion brand to use different tactics for its upper-funnel marketing efforts, said Kate Kenny, SVP of Brand Marketing and Creative Content.
“Our primary goal was to invest more in the upper funnel, which previously has mostly consisted of influencer marketing, we will continue down that path but want to broaden our exposure through new tactics,” Kenny said. “With expert guidance from PMG, our digital agency of record, we built a media plan based on our understanding of our target audience and where she’s spending her time as well as the formats that are best for this sort of brand storytelling content.”
The concept is inspired by Lilly Pulitzer herself, who “had the courage to find her joy and create her own sunshine,” Kenny said. By expressing one woman’s desires, the brand hopes to encourage women to follow their own path and create their own happiness.
“The notion is that if what you want doesn’t exist or isn’t in front of you, create it. Manifest it, make it happen,” Kenny said. “Lilly Pulitzer’s take-charge approach led to an unexpected juice stand that spilled over and into an iconic style and brand. It’s a timeless story of a one incredible woman who had the courage to find her joy and create her own sunshine, and we invite others to join in that spirit.”
While the expanded media buy aims to reach women aged 30-55, Kenny noted that the message is applicable to women of all ages. “Our media plans have a focused target, but it is worth noting we are often recognized as a timeless, multigenerational brand,” she said. The inspiration to create sunshine is age agnostic, and our own in-house testing of these ads has excited our teenage daughters and mothers just as much.”
