At MCAD, my Creative Advertising Studio: Future of Advertising class was given the challenge of developing an integrated campaign that redefined the meaning of online shopping from an individual act to a fully-connected social (group) experience.

After researching girls from 15-30 as our main target audience, two students and I came up with three target audience personas that best fit Nasty Gal’s brand based on interests and personalities. We looked at real girls and their lifestyles, likes, and social footprint.

 

We then looked at social media and how we could integrate it with a shopping experience. We looked at sites like Asos and Revolve Clothing as well as looked at fashion social media sites like Lookbook.nu to get inspiration when it came to designing a social site for Nasty Gal. We came up with MyNasty, a responsive, mobile-minded social profile system that utilized personalized dashboard of widgets.

 With this campaign, I found my interest in target audience research as well as worked with a relevant, retail client.

   Founder Sophia Amoruso with our deck on her table in the New York Times.


Founder Sophia Amoruso with our deck on her table in the New York Times.

Target Audience Research, Strategy (MyNasty)