Advertising Creative Brief

A breakdown of the campaign for Fenty x LVMH partnership. This creative brief will highlight the campaign's goal, tagline, target audience, messaging, media buys, and timeline.

Goal:

Honor the existing Fenty entities, including Savage X Fenty, as the Fenty brand empire expands with LVMH partnership and newly created Maison, Fenty House. As well as compete with the other LVMH partnered brands by establishing a more luxury feel of the brand by launching new Fenty collections/sub-brands.

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Tagline:

Fenty for All

Target Audience & Messaging to each group

Fans of Rihanna, originating from her music career

Loyalty from these fans stems and remains consistent to Rihanna and what she puts out. These are the people who love seeing Rihanna accomplish great things and are the ultimate support system.

Women, Men, nonbinary;

People of color

Inclusivity is important and not left out with the growth of the Fenty empire. This is a theme that has been important from the start of this brand and this audience will see it will not fade as the brand grows.

Older Gen-Z & Younger Millennials (ages 18-34)

These are the ones who are currently buying Fenty products. They will continue to be supportive consumers and buy what Rihanna puts out under the Fenty name.

Beauty and

make-up lovers

Similarly to the predominant purchasing age gap, these are the people that will be excited to continue to buy Fenty beauty products because they love the quality that is put out.

Existing LVMH consumers from the other partnered brands

The consumers of the other 75+ LVMH partnered brands will frolic to Fenty as it is elevating itself to becoming a prestigious, sophisticated brand after the partnership and new line of collections.

Media Buys

Ads via Social Media sponsored posts via Meta platforms (Instagram, Fakebook) and TikTok.

Video reel displaying the partnership between LVMH and Fenty to create the Maison, Fenty House, will be shown to targeted users according to the platform’s algorithm–specifically for TikTok and Instagram. Sponsored photo posts, similar to OOH postered, will be shared to targeted users of the platform with a caption explaining the Fenty expansion–specifically for Facebook and Instagram.

Ads via Print and Online edition magazines:

Full feature articles and full advertisement pages for print/digital magazines will be done to target the audience who are interested in beauty and fashion. Outlets to target would be Vogue, Vanity Fair, Harper’s Bazaar, Cosmopolitan, WWD and PAPER Magazine.

OOH Ads: Billboards (digital and printed), Bus Posters and Shelters, Shopping Mall posters.

Billboards placed in high foot-traffic cities such as NYC (Times Square), LA (Downtown), off the freeway of big cities, on bustling sidewalks of busy streets. These will captivate the viewer to inform them of the expansion of Rihanna’s empire but simply seeing her and her brand name, Fenty.
Similarly to billboards, seeing the Bus and shelter posters while on commute will captivate the viewer through the repetitiveness of seeing Rihanna/Fenty in different aspects while out and about. These are great because there are more opportunities to see the Ads even if not in a high foot-traffic area for high and big billboards
Shopping Mall posters will be there to guide the shoppers there to go to the nearest store offering Fenty products and purchase something of Rihanna’s. People there at the malls are there to shop–what better way to promote this campaign than to get right to the source of the buyers.

Timeline

**This product campaign is in no way affiliated with Robyn Fihanna Fenty, any Fenty brands, or LVMH**