#AREYOUSAVAGE CAMPAIGN

SAVAGE X FENTY
FINAL CAMPAIGN
BY ELIZABETH GALINDO
 Table Of Contents

• Executive Summary ................................ page 2

• About Savage x Fenty ............................... page 3
• Social Media Audit ................................... page 4-5
• Competitive Anaylysis ............................. page 6
• SWOT ........................................................ page 7
• Key Insights............................................... page 8
• Goals........................................................... page 9
• Target Audience ....................................... page 10
• Key Message Platform ............................. page 11
• Objectives ................................................. page 12
• Strategies and Tactics .............................. page 13
• Appendices ............................................... page 14
 Executive Summary

Since launching Savage x Fenty in 2018, the company has already reached the target goal of be-
ing worth $1 billion. The company’s initial success can be due to their inclusivity. Savage X Fenty
is known for their wide variety of sizes from XS to 3XL and seven different shades of “nude.”
However, even though Savage x Fenty has been a success there is always room for improvement.

In research we have seen that a variety of lingerie companies expanding their brand and reaching
more target audiences than they initially reached before. In order to fully understand Savage x
Fenty and their competition research was conducted to figure out the social media audit, com-
petitive analysis, SWOT analysis and more.

In order for Savage x Fenty to remain in individual’s minds as being one of the most inclusive
lingerie brands their social media presence needs to stay consistent. During this time we have
designed a social media campaign for Savage x Fenty’s customers to remain involved in the com-
pany and see the latest knew products. Our campaign will increase engagement on all platforms,
especially TikTok, as the app is now emerging to becoming one of the most used social media
platforms.

Our objectives consist of the following:

• To implement our new #areyousavage hashtag/ contest on all platforms.
• To increase our enrollment on our VIP program by the end of 2021
• To increase engagement on all platforms, especially are least successful platforms like Tik
Tok.

To ensure Savage x Fenty can accomplish these objectives our team has laid out strategies for the
company to reach success. To fully understand our social media campaign, we have created con-
test prizes, and multiple other strategies. In order to remain as one of the best lingerie brands on
the market Savage x Fenty needs to have consistent engagement with customers, consistent posts
and finish all of our objectives provided above.

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 About Savage x Fenty
Launching on May 11, 2018, Rihanna partnered with Techstyle Fashion group and
started Savage X Fenty. Similar to her Fenty Beauty collection, Rihanna opened Sav-
age X Fenty to offer more inclusive lingerie sizes to the market. The sizes range from
XS to 3XL and also offers seven different shades of “nude”.

Rihanna is known for her music, movies, cosmetic line and her lingerie line. With
her having a variety of outlets and being in the social light for over 15 years she has
a large following. Her personal Instagram account, badgalriri, currently having over
99.7 million followers. With social media playing a huge role in our society, Savage
X Fenty first exposed the company using the “influencer-first” strategy to help debut
and represent the brand. In this “influencer-first” strategy they have influencers in
all shades, shapes, attitudes and sizes promoting the company. According to Savage
X Fenty, every influencers the company works with remands a high priority until
their contract is finish. This means they make sure every influencer creates the con-
tent they asked for, is paid the amount they are promised and completes any other
request that is signed on the contract.

Rihanna explains that Savage x Fenty is supposed to celebrate fearlessness, confi-

dence and inclusivity. One of the main reasons why the brand continues to have am-
bassadors of all different shapes and sizes to promote this vision. Initially the brand
was a women’s brand but has now expanded to men’s clothing.

Savage x Fenty also has a VIP membership program where individuals are able to re-
ceive clothing at a discount price and access to clothes non-members don’t get to see.
To enroll in the program every month $49.99 will be deducted from your account to
receive credit on the website. However, members are able to skip months, so money
doesn’t need to be deducted every month, only when the members choose too.

Currently Savage X Fenty is available on six different social media platforms. A

potential customer could find Savage X Fenty on Instagram, Facebook, Twitter, Tik
Tok, Pinterest and Youtube.

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 Social Media Audit
A social media audit was conduct to see the engagment Savage x Fenty was receiving. Benefits
for a social media audit is to see what social media platform is receiving better engagement com-
pared to others and ways to improve.

Instagram Facebook Tiktok

Name Savagexfenty SavageXFenty Savagexfenty
URL https://instagram.com/ https://www.facebook. https://vm.tiktok.com/
savagefenty?utm_medi- com/SavageXFenty ZmdmGntaw/
um=copy_link
Followers 4.2 million 636,786 124.2 k
Average # of posts one or two times a day 2-5 times a week 2-5 times a month
Best post in the last 10/1/2020: 753,046 likes, 10/23/2020: 21k likes, 711 6/26/2020: 112.5k likes,
year 4,785 comments comments, 1k shares 706 comments, 1088
shares
Average engagement 51,667 likes, 314 com- 1,264 likes, 29 comments, 2,785 likes, 32 comments,
on posts ments 63 shares 35 shares
Purpose of platform Release photos of the Release photos of the Expose items through the
newests items dropped newests items drop and platform from incluencers
promoting any events
Brand voice Engaging: consistent posts Professional: Not as en- Engaging/setting trends:
and engagement with gaging as Instagram. They in order to stay relevant
their followers consistently posts items on Tiktok staying up to
for the brand and any date on trends are im-
events portant. This means also
creating them
Successes Consistent posting sched- Thousands of followers Having influencers
ule, which has given them and is successful with any promote the brand has
millions of followers video or link posted. increased sales.
Challenges Not all content posted Savage x Fenty’s main Views are not high com-
receive the same amount demographic is not on pared to other platforms.
of engagement Facebook as much. Need The lack of posts has cost
to post more content that them to have low engage-
widens the demographic ment
What’s unique Having the brand attached Having the brand at- Every video is different
to Rihanna increases sales tatched to Rihannah compared to one another
increases sales and the setting isn’t pro-
fessional
Ways to improve Use the advertising tool Also, needs to use the ad- Trends change frequently
more often, especially for vertising tool more often so they need to stay up to
the mens line date to stay releveant.

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 Social Media Audit
Twitter Pinterest Youtube

Name Savage X Fenty by Rihanna Savage X Fenty Lingerie Savage X Fenty Lingerie
by Rihanna by Rihanna
URL https://twitter.com/Sav- https://www.pinterest. https://www.youtube.
ageXFenty com/savagexfenty/_shop/ com/channel/UCdxltn-
H9HB_twzQu-2212Fg
Followers 218.5 k 16.5 k 206 k

Average # of posts 5 times a week N/A 5-10 times a month

Best post in the 4/8/2021: 25.4k likes, 54 N/A 9/25/2020: 6,900,620

last year comments, 3,759 retweets views, 55k likes, com-
ments disabled
Average engage- 1,920 likes, 15 comments, N/A 1,342 views, 50 likes, 3
ment on posts 268 retweets comments
Purpose of plat- Gain engagement through To build “boards” which Used to gain a better un-
form small tweets, question- allows an individual to derstanding of the mod-
naires, links and photos. incertain items or ideas els, clothes and more from
into a folder that reaches a the company.
certain category
Brand voice Professional/engaging: Professional: engagement Engaging: Yotube is seen
similar to Facebook as the on pinterest is minimal as to be engaging as they
content posted includes individuals can’t comment post videos that will bring
links and ways the company on items. SxF uses Pin- the brand and audience
collaborates with others. terest to post clothing on closer together.
their website.
Successess Many followers and en- Individuals being able to All videos released were
gagement on professional save items they are inter- professionally done and
photos ested in on their board recieved many views
Challenges Even with constant posting, Unable to notice which Not all videos receive the
engagement is not high photos are doing better same engagement even
compared to others if they are produced the
same
What’s unique Communication between Not all social media plat- Every video is different
mutuals in order to see forms offers places to save compared to one another.
whats popular to their photos and ideas within So the audience would be
followers the app expecting new content
Ways to improve Posting more interactive Noticing which items are Posting on other plat-
content to increase engage- more popular and basing forms the release of a vid-
ment future designs off of that eo to increase Youtube’s
engagement

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 Competitive Analysis
After analyzing Savage X Fenty’s social media platforms I did a brief analysis of
their competitor, Victoria’s Secret. Victoria’s Secret is described as America’s biggest
lingerie retailer. Beginning in 1977 by Roy Raymond the company is iconic for their
lingerie and “angels.” On Instagram Victoria’s Secret as 69.4 million followers compared
to Savage X Fenty’s 4.2 million followers.

Follower’s wise Victoria’s Secret trumps Savage X Fenty in every category. How-
ever, this is due to how long Victoria’s Secret has been around.Savage X Fenty only has
been around since 2018. To have 4.2 million followers for a clothing company I believe
Savage X Fenty is performing pretty well. As mentioned before Victoria’s Secret has a
lot more followers as they have 10.5 million on Twitter, 1.9 million on Youtube, 105.2
k on Tik Tok, and 29 million on Facebook. Besides the significant amount of follow-
ers Victoria’s Secret as the likes and engagement both companies receive are nearly the
same.

Even though Victoria’s Secret has been around longer I believe Savage X Fenty is
a better brand. In 2019, Victoria’s Secret annual fashion show was cancelled. This was
due to the fact they were receiving backlash due to the lack of plus sizes and nudes for
all skin tones. Many people also called out the company saying they were “transphobic
and fatphobic” as the company were wanting the typical extra small models as their
models. In comparison to Savage X Fenty they were recognized to have a better variety
of sizes and colors for all. When they entered the lingerie market Victoria Secret at the
time only offered three different shades of “nudes” and sizes xs to xl. Savage X Fenty
entered the market with sizes xs to 3xl and seven different shades of “nude.”

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 SWOT Anaylsis
A SWOT anaylsis goes into details the strengths, weaknesses, opportunities and
threats Savage X Fenty may come across.

Aspects Implications Possible Actions

Strengths -Has a constant posting - When posting more con- -Indivdiuals who were
schedule making sure tent on different platforms
once unknown about the
content is being posted on it increases the amount of
comany are now aware
multiple platforms a day. engagement. - More individuals will
-Partnerships with influ- buy items from the com-
-Better relationships with
encers is one of the brands influencers means more pany knowing an influ-
top priorities posts about the brand. encer they like enjoy the
-Offers sizes and colors -More individuals will brand.
for everyone, very inclu- begin following the brand-The brand will now
sive always be known as being
knowing they are inclusive
inclusive for everyone
Weaknessess - Some platforms repeat -Facebook and Twitter are - Try and make each plat-
content. nearly identical when see- form different from one
-Some platforms perform ing their posting schedule. another. Twitter question-
better than others. - Instagram receives the naires could be used more
most amount of content or post more interactive
and engagement compared tweets
to the other platforms liek
Tik Tok
Opportunities -Creating more challeng- -In order to become rel- -Challenges could be
es/trends evant on some platforms include a giveaway
-Expanding influencer beginning challenges and -Gaining more partner-
partnerships trends can make others ships means more indi-
-Could eventually be a more aware of that person vdiuals will be exposed to
bigger lingerie brand than or brand the brand.
Victoria’s Secret -Having partnerships with - Savage x Fenty is already
influencers has increased a $1 billion company. In
sales. order to beat Victoria’s Se-
-Victoria’s Secret has been cret they need to remain
receiving a lot of backlash inclusive
Threats -Controversy -One of the employees or -In the 2020 Savage x Fen-
the brand could perform ty Fashion show an audio
an action that receives of the Quran was used.
backlash. The company recieved
backlash as it was a sacred
song. An action like this
could be repeated.

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 Key Insights

Savage X Fenty’s
Instagram attracts a lot of
engagement.

Other social media plat-

forms like Facebook and Tik
Tok don’t receive the same
amount of engagement

Gen-Z and millennials

make up for majority of
Savage X Fenty’s sales

Savage x Fenty relied heavily

on influencers to help
promote the brand

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 Goals

Increase brands sales

Increase VIP memberships

Increase engagement on all

platforms

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 Target Audience

Main target audiences includes Gen Z and Millennials. They are

the main audience as they stay up to date on social media plat-
forms and usually have the same interests when discussing clothing.

10
 Key Message Platform

#AREYOUSAVAGE campaign is designed to influence individuals to particiapte in this

new trend/ contest.

By using the hashtag, #AREYOUSAVAGE, an individual should include a photo or

video of them in their Savage x Fenty clothing.

Once using the hashtag an individual will then be entered into the contest where three
individuals will have the chance to meet Rihanna, choose any items offered from the
line and have the opportunity to be included in Savage X Fenty’s Fashion Show Vol. 3

Indivdiauls can participate on any platform. The top three with the most likes will
win the contest.

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 Objectives

First Objective:
Increase followers on all platforms,
especially TikTok as the app continues
to become popular amongst Gen-Z
and Millennials.

Second Objective:
Encourage all customers to
remain loyal to the company and
increase VIP memberships

This Photo by Unknown Author is licensed under CC BY-NC

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 Strategies and Tactics

Strategies #1: By starting the #AREYOUSAVAGE campaign engagement on all

platforms should increase

Tactics #1: In order for the hashtag to receive attraction Savage x

Fenty can create a new sound to go along with the hashtag. Sounds and hashtags
are a popular tool on platforms like Tik Tok as they give it more exposure and
allows more people to recognize what the hashtag and sound stands for.

Strategies #2: To encourage more individuals to become apart of the VIP member-
ship programs during the time of the campaign a “sale” will be happening.

Tactics: The tactics will allow individuals to gain access to the VIP membership
without actually signing up for the membership. During this time it will allow
non-members to experience how having the VIP membership is actually like with-
out fully committing to it. With more individuals actively being apart of the cam-
paign sales will rise along with memberships.

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 Appendices

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tics/825883/us-mean-disposable-household-income-by-generation/. Accessed 2 July 2021.

Elven, Marjorie. “Savage x Fenty, One Year Later: What’s Rihanna’s Impact on the Lingerie Market?” FashionUnited, Fash
ionUnited, 6 May 2019, https://fashionunited.uk/news/business/savage-x-fenty-one-year-later-what-s-rihanna-s-impact-
on-the-lingerie-market/2019050643017.

Freberg, Karen. Social Media for Strategic Communication. SAGE Publications, 2018.

Hawley, Dustin. “How Do Influencers Contribute to the Purchase Decision Process? - Viral Nation.” Viral Nation, 20 Feb.
2019, https://www.viralnation.com/blog/how-do-influencers-contribute-to-the-purchase-decision-process/.

Sanchez, Rosa. “Victoria’s Secret Fashion Show Canceled After Years Of Backlash.” RadarOnline, RadarOnline, 22 Nov.
2019, https://radaronline.com/exclusives/2019/11/victorias-secret-fashion-show-canceled-after-backlash/.

“SAVAGE X FENTY |  Lingerie by Rihanna.” SAVAGE X FENTY |  Lingerie by Rihanna, https://www.savagex.com/. Ac-
cessed 2 July 2021.

Stelzner, Michael. “ TikTok Trends: How to Leverage Trending Content for Business.” Social Media Examiner. https://
www.socialmediaexaminer.com/tiktok-trends-how-to-leverage-trending-content-for-business/. April 8, 2021.

Young, Molly. “How Does Savage X Fenty Build Brand-Affirming Partnerships? Watch the Interview | Impact.” Impact,
https://www.facebook.com/ImpactParTech/, 9 Oct. 2020, https://impact.com/partnerships/how-does-savage-x-fenty-
build-brand-affirming-partnerships-watch-the-interview/.

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