Rockit Science Agency

Plato’s Closet

Plato's Closet; styling and profiling

Plato's Closet

Rockit Science Agency was engaged by Plato's Closet to create a new digital and in-store integrated campaign, entitled "Remix and Match." The campaign targeted males and females between 15 - 21 who spend time online and on mobile applications like Pandora, YouTube and Social Media. The digital campaign featured multiple film spots shot on the Red camera system on location in Houston, Texas.

Mixing it up

In the past, Plato's Closet has been driven by traditional media mixes like television, radio, and print. As the growth model began to plateau, the fashion retailer sought out new tactical communication platforms that would align and create an ongoing dialogue with their shoppers. The "Remix and Match" campaign sought a new method of brand communication with target demographics. Through bright, retro, geometric shapes, and fashion models wearing popular brands like Miss Me, Hollister, Gap, and Nike the campaign speaks to teens in a relatable methodology.

 

Matching the music to the consumer


At the heart of the campaign is a Pandora station dedicated to Plato's Closet. The Agency selected music that reached across the client's customer demographic, artists featured on the station include Jay Z, M83, Muse, and Justin Timberlake. Once selected, Pandora applied the song list to their Music Genome Project which is used to analyze up to 450 distinct musical characteristics by a trained music analyst. These attributes capture not only the musical identity of a song, but also the many significant qualities that are relevant to understanding the musical preferences of listeners. The campaign has been a success for the retailers with multiple videos going viral and shared across social media platforms.

 

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