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Fashion giant kate spade has unveiled its 2024 Gift Guide and collection with a campaign that champions the unique and meaningful relationship of best friends.
Helmed by global creative and media agency VaynerMedia, the campaign is marked by a docu-style spot starring Grammy-nominated singer-songwriter Madison Beer and her best friend Lena Fultz, whom Beer believes deserves her shining moment.
The two are also joined by influencers Lilly Russell, Pamela Valdez, and their best friends as they all share sweet and touching moments that encourage everyone to celebrate the special people in their lives this holiday season.
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In a press release, kate spade New York CEO Eva Erdmann shared how this year's holiday campaign is a "recognition and appreciation of your life's caring friend."
She continued, saying what drew her to kate spade was its ability to connect with its consumers on an emotional level.
"[L]ooking forward, we’ll be exploring new ways to engage with a new, younger audience with the same meaningful and emotional connection. This holiday season we took an approach that goes beyond the expected message of gifting, and stretched into recognising that a truly good friend is the best gift of all," Erdmann added.
By shining the spotlight on best friends, kate spade's brand marketing strategy positions itself as a relatable brand that understands all the girls and the best friends in their lives.
By working with a renowned agency like VaynerMedia, businesses can ensure their campaign goals are met, letting their target audience know what their brand stands for.
Best Friend Energy
The three-minute spot titled "The Greatest Gift" opens with Russell calling her best friend Maya Traber to tell her she'll be part of a kate spade holiday campaign.
Valdez does the same with her bestie, catching her by surprise and documenting her reaction on camera.
Both influencers and their besties are then surprised by Beer who joins the video call, as they all greet each other before the actual holiday shoot.
Fast-forward to Friday, the three pairs of besties smile in delight and pose in front of the camera donning the chic pieces from kate spade's holiday gift guide.
"I think the reason this campaign is so special is because highlighting friendship is so important. I think specifically female friendships are just what shapes you, and I know I'm so grateful for mine.
And meeting these lovely girls, I know how grateful they are for theirs, so it felt very important to me," Beer shares with the viewers.
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They then open up about how much their best friends mean to them, how they've changed each other, and their special bonds with one another.
By the end of the spot, all pairs are then surprised with their own special ads located within kate spade stores — making for a perfect gift to commemorate each of their special bonds.
With December in full swing and Christmas just a couple of weeks away, we're seeing more brands launching their holiday campaigns, each with their own messages to share.
Recently, e.l.f. Beauty debuted its new "Show Yourse.l.f." episode starring Viktoria Modesta, highlighting the pop artist's resilience and reinvention.
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