Repositioning Campaign
Client: Martha Stewart is a lifestyle brand focused on building beautiful home spaces.
Big Idea: Martha Stewart offers bedsheet options for audiences beyond homeowning women.
Target Audience: Non-white Gen Z men
Sheets for
Success
Deliverables
TikTok 1: "What your bedsheets say about you as a college guy"
TikTok 2: "College Sleep Essentials"
Script:
Copy: “What your bedsheets say about you as a college guy” stays on screen
Girl narrator on screen with a picture of a bed behind her head using the green screen effect.
Narrator: “Here’s what your bedsheets say about you as a college guy.”
Pic of navy sheets: “If you have all navy sheets, you’re basic. Plus, you can see every stain on these.”
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Pic of grey sheets: “If you have grey bedding, you’re probably indecisive. You most likely do your homework in bed too.”
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Pic of plaid sheets: “If you have plaid sheets, you’re most likely busy and I just know your bed is rarely made.”
Pic of Martha Stewart sheets: “If you have the Martha Stewart bed sheets, you have the best taste. These sheets give the energy that you’re clean and have your life together. I just know you have a 4.0 GPA cause you’re getting the best sleep every night. Martha Stewart makes sheets for success. Find out for yourself! Click the link below to shop quality bedding by Martha Stewart.”
*screen with logo*
Script:
*Guy pops into frame and talks directly to camera*
Guy: “Did you know that over 80% of college students say loss of sleep negatively affects their academic performance!? Here are some of my essentials that help me sleep for success.”
*shot of man closing curtains*
Voiceover: “First, I use blackout curtains to block the sun in the morning.”
*guy puts in ear plugs*
Voiceover: “Next, to cancel out any noise, I like to use ear plugs when I sleep”
*camera shows guy pulling back covers to show sheets*
*closeup on guy touching Martha Stewart bed sheets*
Voiceover: “And most importantly, I want breathable, soft sheets that match my vibe. This patterned Martha Stewart set is great quality and matches with the rest of my room. These are sheets for success. Find out for yourself! Click the link below to shop quality bedding by Martha Stewart.”
*screen with logo*
TikTok 1: "How good is it?"
TikTok 2: "This and..."
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Couple sitting on couch in living room
GIRL: “Well, how good is it?”
GUY: “Oh, it's good.”
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Both walk towards the bedroom and open the door.
CUT
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Face of girl, excited and impressed, and guy, feeling proud of himself
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Cut to visual of bed, highlighting Martha Stewart tag.
GUY: “And its OEKO-TEX “Made in Green” certified, which means it was tested for harmful substances, and manufactured in environmentally friendly and socially responsible facilities.”
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Girl runs and jumps in the bed
CUT
Copy - “Sheets for success by Martha Stewart.”
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Logo and CTA graphic.
Copy - “This and Martha Stewart bed sheets.”
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Couple going on first date, enjoying themselves
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Headed home, laughing, continuing to have a good time
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Arrive to apartment and get into bed with clear excited and coxy expressions and screen goes black
CUT
Copy - “Sheets for success by Martha Stewart.”
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Logo and CTA graphic.
TikTok 3: "POV"
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Couple sitting on couch in living room
GIRL: “Well, how good is it?”
GUY: “Oh, it's good.”
-
Both walk towards the bedroom and open the door.
CUT
-
Face of girl, excited and impressed, and guy, feeling proud of himself
-
Cut to visual of bed, highlighting Martha Stewart tag.
GUY: “And its OEKO-TEX “Made in Green” certified, which means it was tested for harmful substances, and manufactured in environmentally friendly and socially responsible facilities.”
-
Girl runs and jumps in the bed
CUT
Copy - “Sheets for success by Martha Stewart.”
-
Logo and CTA graphic.
Objective:
Shift Martha Stewart's brand identity from a “traditional home brand” to a lifestyle essential for non-white Gen Z men using two ad series including print and social media.
Research Insights
According to the YPulse “Shopping for the Home Report,” when asked what they planned to buy for their future homes, one of the highly ranked priorities for Gen Z was bed and bath. Non-white Gen Z males know that bedding is an important part of their new home, but they may not know the traits of quality bedding. With the advertisements, the important aspects of what makes these sheets stand out will be highlighted to differentiate Martha Stewart bedding from other companies.
Creative Strategy
We want to highlight the success that will come when one uses Martha Stewart bedding. By emphasizing “success in relationships” and “success in school,” we create a new outlook on bedding that non-white Gen Z males may not already have. The look of the ads will merge the simplistic, clean look of the Martha Stewart website with a realistic view of the modern non-white Gen Z male’s room. This will lead the viewer to envision themselves using this bedding because of they will relate to the realistic visuals. To cater to a non-white male audience, representation in the ads will be the main strategy.
Group members: Abby Shaw, Hailey Reddington