""Gen Alpha is rewriting the rules of modern girlhood, and Claire's is evolving with them. This new era is about creating a world where girls can explore, express, and experience joy through every sense.""
""Key to the campaign is in-store ASMR recording stations that will roll out at select stores nationwide and give consumers the opportunity to create their own ASMR content using a variety of textures, sounds and sensations.""
Claire's has announced a summer campaign themed around ASMR, targeting Gen Alpha with a new brand mission celebrating girlhood. The campaign features a Summer Sensory Shop product lineup and ASMR filming setups in select locations for consumer content creation. Collaborations will include blind-box reveals and slime activities. The campaign will also engage on Coverstar, a social media app for kids, and at VidCon. This initiative marks Claire's first major effort after joining the Ames Watson portfolio, emphasizing the evolving nature of modern girlhood.
Read at Marketing Dive
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