Creative Brief-
Crown Affair
Advertisements
November 2022
This ad campaign is a new year’s and holiday timed one, placing emphasis on the idea of a clean slate while entering the new year, starting by swapping out your hair products for the Crown Affair ones.
What is the brand/product/service's background?
The Crown Affair is a haircare line that has recently begun being sold in Sephora, exposing more of the market to their products.
Who is the competition? What threats are there?
The competition is other brands in the space of clean hair care. There are the direct competitors, which would be companies of the same size such as BREAD or Olaplex, and then there are the bigger companies that sell their products in drugstores. Both of these companies have many loyal customers, so the challenge is making an advertisement that’s captivating enough to get them to switch their hair routine.
Why are we advertising? What are we trying to accomplish?
We are advertising for a new year's campaign. The idea is that customers will see these advertisements, be intrigued, and add them to their holiday wishlists, hopefully to receive them as a gift at the holidays.
Who are we talking to?
We are talking to young adults that have a certain standard for the ingredients in the products they use.
What do they currently think? What do we need to overcome?
They currently think that their hair routine is sufficient, but we want this advertisement to excite them into buying a new hair routine.
What do we want them to think? What problem will be solved?
We want them to think that they will accomplish their new year’s resolutions by starting with a new hair routine.
What is the single most persuasive idea?
New year, new routine. Starting anew for the new year including your product lineup.
Why should they believe it? Is there a tone that might help? What is the psychological, social, categorical, or cultural tension associated with this idea?
They should believe it in the same way that people believe their new year’s resolutions.