The Small Pleasures PAISLEY COMPANY Kutztown PA Rational

The Small Pleasures PAISLEY & COMPANY Kutztown, PA

Rational e Company website, Paisley As stated on the Paisley and believes, “in small pleasures; a soothing lip balm, restful home scents, the luxury of a great smelling shower to start your day. ” This is a great quote to build a campaign off of. While the Paisley IG has a great following and engagement, it could use something new to spice it up a bit. With a campaign built around the notion of enjoying the small pleasures in life, Paisley and Company can add a new element to their Instagram, shine a spotlight on community members, and inspire people to come to the store and indulge in small pleasures.

The Concept § Gather loyal customers of Paisley and Company § Ask them about their favorite small pleasure to indulge in § Reading a book in the bathtub, blasting music and dancing around the house, grabbing a special latte on the way to work/class § Ideally these are both Kutztown University students and Kutztown residents § Take photos of each customer to post on IG § The photos should be taken in either outside (in the winter scenes) or in the Paisley store § Use the graphic templates to post photos and quotes § Post a photo of a product that will assist this person with their small pleasure indulgence § Try to take a photo of them using the product § Use the hashtag #smallpleasuresofpaisley to further brand the campaign § In the caption encourage others to post about their small pleasures § Share posts with the hashtag on IG stories with a product recommendation

Timeline Platform The campaign will begin mid January or the beginning of February. “The Small Pleasures” campaign is meant to feel cozy and wintery. After the holidays, there is a long winter awaiting Kutztown. Sharing stories of how people use their small pleasures to get through the winter months will inspire others to pick up what they need to make their winter more cozy and barrable. The main platform for this campaign will be Instagram. This is being designed to be very visual, making Instagram the best place for this campaign. Also, Paisley has a great following on Instagram, so this will be the best way to reach customers and attract new followers. It is also very easy to come up with a format for Facebook if Paisley would like to extend “The Small Pleasures” to Facebook. Colors For this campaign, I want to mirror the colors Paisley already uses. The main color will be a pale blue, which feels clean, wintery, and fresh. Text should be in black or dark gray. White should be used to create a low contrast graphic when needed. Photos should have low saturation and be very bright. Taking photos when it is snowing outside or against textured, white backgrounds is ideal.

Instagra m Grid As you can see, the grid looks nice and clean. This will help create a consistent theme throughout the campaign. If potential vendors or customer browse though the Instagram, this will catch their eye and intrigue them. For the campaign, we will feature five to eight people, making this campaign a solid part of the grid.

Individual Posts

The first post will be a portrait. Each graphic will have the same template, a white frame and #smallpleasuresofpaisley introduce the patron. In this case, Emma is a student who needs a lot of self care. We are also introducing the ideas of small pleasures by asking people what they think Emma’s small pleasure is. This gives the follower the opportunity to comment on the photo. Individual Posts under the photo. For the portraits, we will

Next will be a quote from each patron. We will simply ask them their favorite small pleasure and type it into the template for be related to the store. This is about the experience, not necessarily the products. Individual Posts consistency. The quote does not need to

The last post for each patron will be a product that they either recommend or one that is related to the small pleasure of the making this one very easy. This is one of the post we will need the most help from Paisley, as you know what would work best in each scenario. Individual Posts patron. Emma’s quote was about baths,

The second round is the same. We will start with a portrait to introduce the patron. Both of these patrons happen to be residents of Kutztown as well to reach a larger target. Individual Posts students, but it would be ideal to have

This is about as long as the quotes can be. The quotes are supposed short and to the point so the grid can stay nice and clean. purpose of example, but we want them be similar to these, yet original. The patrons can be probed but not forced to say anything. Individual Posts These quotes were made up for the

Again, this is pretty standard. Hanna’s quote mentioned candles, so we recommend candles or some kind of scent. products in different scenes that match the color scheme. The stock photos of the products do not fit in the frames very well, and the new photos will as texture and interest to the grid. Individual Posts It would be ideal to photograph the

The goal of this campaign is to sell an experience. People crave the feeling of being cozy in the winter, and this campaign inspires people to indulge in their small pleasure through Paisley and feel the cozy vibes.