They've created a full on microsite to showcase their children's line in a very fresh and interactive way. There's a groups of kids, called 'The RL Gang' and they've each got their own little personalities and style - The sporty scruff ball, the nimble little lady, the free spirited rockstar ...
They get together during school classes and venture off on these magical adventures (kind of like the Magic School Bus, but not) where they learn life lessons, while looking incredibly stylish and gorgeous in their Ralph Lauren clothing. I mean, the clothes are just fabulous - trendy - but casual enough to not be pretentious and over-the-top.
There's a beautiful story book theme, narrated by Harry Connick Jnr. and the whole thing is just delightful. Plus the it's all illustrated in the most beautiful, pastel, water colours, but with live footage of the kids incorporated into it. Really nice touch.
The Microsite speaks directly to the right target market - the kids ...
With the right messages - individualism, helpfulness, and give back to the planet ...
Through the right medium - a web based storybook ...
Such gorgeous kids, such amazing clothing, and a really nice fresh look at promoting it.
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