Client and Context:

Monki, a youth-centric fashion brand under the H&M Group, focuses on empowering women through style and activism, particularly around body positivity and mental health. The campaign aims to partner with the Body Dysmorphic Disorder Foundation (BDDF) to address the manipulation of online images and their impact on body image.

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Campaign Objective:

The primary goal is to raise awareness of Monki as a body-positive brand, increasing both brand recognition and consumer engagement.

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Target Audience:

The campaign targets female university students aged 18-33 who value inclusivity and body positivity but often struggle with body image issues exacerbated by social media.

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Key Insights:

• Consumer Insight: High prevalence of body dysmorphia among women.

• Motivational Factors: Emotional connection to body positivity and inclusivity, dissatisfaction with traditional beauty standards, and difficulty finding clothes that fit various body types.
   

Strategy and Execution:

• Platform: Instagram, leveraging its visual nature to address body image issues and promote Monki’s inclusive values.

• Creative Elements: A static ad emphasizing the hashtag #selfloveclub to foster community and engagement.

• Tone: Empathetic and progressive, highlighting messages of self-love and body positivity.
   

Success Metrics:

• Engagement: Increase in Instagram interactions and followers.

• Sales: Growth in both in-store and online purchases post-campaign launch.
   

Launch Date:

Fall 2022
 

This campaign would highlight Monki’s commitment to body positivity and aim to connect emotionally with the target audience, encouraging them to choose Monki as their go-to brand for inclusive fashion.