The prince is back.
Project: Bel-Air Seasonal Launch
Client: Bel-Air Athletics
Disciplines: Graphic design, motion graphic design, apparel design, video editing
Deliverables: Social ads (static & motion), apparel designs
OBJECTIVE
Will Smith’s “Fresh Prince of Bel-Air” inspired apparel brand, Bel-Air Athletics, was in need of apparel designs and social media content with a quick turn around. With a handful of asses they provided, I was able to create a campaign that highlighted the mid 90’s flavor with a heavy nod to elements of the Fresh Prince tv series.
OUTCOME
We wanted to touch on three pillars when developing this campaign.
Nostalgia: We knew that our audience would respond to recognizable nods to 90s culture so we added unique visual elements to nearly every asset.
Sound Design: We leveraged elements from the show’s theme song to accompany our video asset – music and audio that appealed strongly to our core audience.
Tastemakers: While nostalgia was key, we also needed to appeal to the modern tastemaker with an affinity for streetwear. Photo selection and cropping were done intentionally to highlight the fresh apparel.
RESULTS
The assets produced a 1.46% click-through rate (CTR), which was 76% higher than the next round of ads.
The creative across YouTube, Instagram and Facebook drove nearly 200,000 visitors to the Bel-Air Athletics site where we saw a 2.48% conversion rate (CVR).
The high levels of engagement with our creative drove over $446,000 in revenue during the drop, with a return on ad spend (ROAS) of $8.30.
