Campaigns Tag

Francesca’s, the fashionable sportswear, jewelry and accessories chain, is intensifying its marketing with an unorthodox spring campaign. Geared to funnel more women into the Fran Club loyalty program and promote Francesca’s “Free to Be You” branding message, the campaign incorporates brand ambassadors, sales associates and customers. The campaign, launched Tuesday, was shot during a Fran Club beach party in Miami on March 7. Elevate Pictures, a transmedia entertainment company, produced each the business video spot and the live event. The event and business spot are intertwined, showcasing Francesca’s spring products. “We generated different sorts of content, so now we have social content, the CTV campaign, assets used on our website and as a part of our store experience,” Jann Parish, chief marketing officer,...