FOSCHINI | I AM PERFECT #IAMCHALLENGE
Foschini faced a compelling challenge: inspiring women to believe they were perfect and enough, just as they are today. Many women had self-doubts about their intelligence, beauty, or success, hindering their progress. The challenge was clear: empower women to embrace their self-worth and potential.
The Insight
The insight behind the #IAMPERFECT campaign was profound. Many women had never engaged in a positive self-conversation. To encourage self-belief on a large scale, we needed a strategy that could resonate with thousands simultaneously.
The Solution & Results
The #IAMPERFECT challenge became our solution, fostering a transformative 21-day online movement.
The campaign's approach included daily affirmations shared on social platforms, all starting with 'I AM,' encouraging women to repeat these affirmations in front of a mirror. Consumers enthusiastically participated, sharing videos and images on social media with the hashtag #IAMCHALLENGE, which trended on Instagram.
The campaign didn't stop online; it extended to in-store activation, spreading the message and inspiring collective participation among store teams during morning meetings. The movement inspired affirmation statement tees that quickly sold out, becoming a staple product even beyond the campaign's duration and became an iconic product offering for the brand.
Impact & Conclusion
The #IAMPERFECT challenge triumphed by directly addressing the initial challenge head-on. It not only inspired women to believe in themselves but also became a cultural phenomenon, sparking a movement of self-affirmation. The hashtag #IAMCHALLENGE reached millions, sparking conversations about self-affirmation. The campaign garnered industry recognition, further solidifying the new position of the Foschini brand.
CAMPAIGN engagement & TOOLKIT
INSTORE
i am perfect evolution into high summer
Product development of the campaign inspired statement tees which became a replenishment product beyond the season and a signature of the Foschini brand.
TFG REWARDS | LET'S CREATE | WINTER 22
THE INSIGHT
South African youth thrive in a creative culture where collaboration and skill-sharing define their way of life. This insight underscores their passion for creative expression and their desire to amplify their collective influence.
THE CHALLENGE
Bridging inclusivity gaps transcends gender and race; it encompasses a wide array of creative fields. True power emerges when exceptional changemakers unite, demonstrating the strength of unity and the promise of growth. This approach aims to cultivate collaboration, cross-pollination of ideas, and collective creativity.
THE SOLUTION & RESULTS
Connected by the rhythm of music, the real strength lies in uniting exceptional changemakers, showcasing growth potential and the power of unity. This approach fosters collaboration, idea exchange, and collective creativity.
To amplify the message of collaborative creators, we collaborated with dancers and choreographers from across the nation, harnessing their skills and influence to create a viral dance video. This video not only bridged inclusivity gaps but also promoted unity and growth within the South African creative community.
Inspiring other South African creatives to follow suit marked the inception of the TFG Rewards brand narrative. Subsequent campaigns highlighted a variety of creative talents across multiple fields, including poetry, fashion, graphic design, beauty, and more.
FOSCHINI | THE FUTURE IS FEMALE | new BRAND STRATEGY launch
THE CHALLENGE
Amidst a global movement where women were increasingly asserting their rights and expressing themselves locally, this shift wasn't as visible. While women in the region were aware of these global changes, they lacked a platform to claim this empowerment for themselves. The challenge was to create a space where local women could own and celebrate their unique journeys and contributions.
THE INSIGHT
Today, women across the African continent are pioneering innovative solutions to address challenges faced by women. These creators possess a worldview that empowers them to transform their past struggles into creative innovations. For many, this isn't their primary occupation, nor is profit their primary goal. Instead, they are driven by a shared purpose: creating a better future for women.
THE SOLUTION & RESULTS
The Foschini brand has emerged as a powerful platform for real, confident, and vibrant women. The overarching goal is to cultivate a broad network of female creators who share a common purpose: shaping a brighter future. Foschini's strategy involves collaborating with female creators, not only to tell their stories but also to foster the expansion of their ideas and philosophies. The aim is to inspire and empower more women to boldly identify societal gaps and create their unique visions for a better future for women.
To achieve this, Foschini spotlights a female creator who is actively working towards a better future. This involves sharing her story and providing her with a platform to extend her reach. Additionally, Foschini offered business coaching and essential resources to help reduce the creator's input costs into her innovative projects. Through these initiatives, Foschini aims to amplify the impact of female creators and celebrate their vital role in shaping a brighter future for women.
PACKAGING | COLLABORATIONS | social engagement
in store
MALA BRYAN | MALLAVILLE DOLLS
On August 1st, 2017, Foschini proudly launched "The Future is Female" campaign, a celebration of diversity and empowerment. The campaign highlighted Mala Bryan, an international model and the creative genius behind Malaville dolls. The brand champions dolls of colour, encouraging children to embrace their cultural and racial identities.
Mala Bryan's vision for Malaville dolls is rooted in the belief that diversity in culture, race, and colour should be celebrated and instilled in children from an early age through play. She has become a symbol of empowerment, striving to inspire future generations.
As a pivotal part of this campaign, Foschini collaborated with Mala Bryan to create an exclusive Malaville doll named Imani. Imani represents the essence of diversity and cultural celebration, embodying the spirit of "The Future is Female" campaign.
Imani, the exclusive Malaville doll, was made available in 20 select Foschini stores across South Africa and online. The doll's release marked a significant moment in the campaign's journey, providing people with a tangible symbol of the values it represented.
To ensure the message of "The Future is Female" reached a broader audience, Foschini invited women from all walks of life to engage and interact with Mala Bryan and Imani on their social media platforms and within Foschini stores. This engagement allowed the campaign to resonate deeply within the community and inspire women of all ages, marking a significant moment in the journey toward a more inclusive and diverse future.
FOSCHINI | celebratiNG 95 years
THE CHALLENGE
Foschini, a proudly South African brand with 95 years of heritage, sought to commemorate this milestone by showcasing its significant contribution to the country. The challenge was to effectively convey the brand's enduring commitment to South African women and the nation's progress.
THE INSIGHT
Foschini's contribution to South Africa went beyond being a fashion retailer. With a commitment to local production, the brand played a crucial role in the nation's economy. Up to 50% of Foschini's clothing was locally manufactured, providing employment for over 3500 people. Moreover, the brand actively partnered with local women-focused creators, supporting their endeavours and contributing to the advancement and future of women in the country.
THE SOLUTION
Foschini embraced its identity as a proudly South African brand, driven by optimism and a strong belief in the progression of South African women. In 2020, the brand celebrated this progression by forming partnerships with female creators and local manufacturers, thus bolstering the local economy and furthering the empowerment of women.
As a heartfelt gesture, Foschini conveyed its gratitude to all women through personal letters distributed in stores. The letter expressed appreciation for their support and underscored the positive impact their choices had on the country:
"To the women of Mzansi, South Africa is a brighter country because of you. By supporting Foschini, you create jobs, promote local fashion manufactured on our land, and empower women to uplift one another. Thank you for supporting the future of South Africa."
Foschini chose the South African landscape as the backdrop to bring this celebration to life, signifying a deep-rooted connection to the country and its inspiring future.
CONCLUSION
Foschini's 95th-anniversary celebration not only honoured its rich heritage but also highlighted the brand's ongoing commitment to South African women and the nation's progress. By partnering with local creators and manufacturers and expressing gratitude to its customers, Foschini reinforced its position as a catalyst for positive change and empowerment in South Africa.
social content plan
ILLUSTRATION OF SOUTH AFRICA BY LOCAL CREATOR | new foschini logo
