LoveShackFancy

The Objective:

Create a campaign for a brand of choice and create a new product for them. Include all social plans and a crisis.

RushLoveShack

*all situations here are fictional

This summer, LoveShackFancy is going Greek with a dreamy new merch line featuring sorority letters—just in time for work week and rush season. The campaign, Rush LoveShack, will launch August 1, 2025, with pop-ups at top Greek life campuses like Alabama, USC, and Ole Miss, alongside online availability. Think on-campus events, TikTok dances, and curated influencer collabs with faces like Kylann Darnell and Bella Grace Gates. With the support of brands like Kendra Scott and Pottery Barn, this activation is set to take over the rush scene and solidify LoveShackFancy as the go-to for every sorority girl’s wardrobe.

Information

- LoveShackFancy is a fashion brand known for their iconic romantic, feminine, and delicate designs. Their overall brand feels very whimsical and light, which is exactly what their goal is.
- It is very interesting the impact LoveShack has had on the Greek life experience - specifically with recruitment. LoveShack has become the “it” brand for recruitment.
- This has opened the brand up to a whole new demographic that they can profit off of. By starting this new campaign, they can target this demographic directly, and gain even more attention through these sorority girls.
LoveShackFancy representation on all major Greek life campuses!
- Create Greek specific merchandise that can be worn on campus or to Greek events
- Have pop-up locations on major campuses to promote new products
- To keep LoveShack as one of the #1 brands associated with sororities
- To effectively communicate all that we stand for as a brand as well as our main objectives with our audiences.
LoveShack’s audiences have changed quite a bit over the years, and we are happy to say that we reach an even wider demographic now - and our goal with this initiative is to reach an even wider one:
- Sorority girls ages 18-22 (the target audience for this initiative)
- Sorority Alumnae
- Sorority executive offices
- Parents of Greek members
- Influencers that are currently involved in Greek life or were in the past
- Employees of LoveShack
- Greek conventions
- Sorority advisors
- LoveShackFancy supports all sorority philanthropy
- LoveShackFancy promotes girls supporting girls and girlhood as a whole
- LoveShackFancy is for women of all ages
- LoveShackFancy is “campus chic”
- LoveShackFancy is a sisterhood
- LoveShackFancy is a part of the Greek community
- LoveShackFancy is a staple in every sorority house
Brand
- Before working with any specific organization we need to make sure they align with our brand
- Ensure content is promoting what we stand for.
Price Point
- Our prices may be out of the price range for many college student – we can combat this by sending some sorority girls free items in exchange for media coverage/giving out discount codes for different organizations
Location
- Not many schools are very close to one of our main stores, and we can’t do a pop-up at every university – make sure items are available on our website to order and that we keep them up-to-date.
Stereotype
- Not all sorority girls necessarily fit the “girly girl” aesthetic of LoveShackFancy – there is nothing we can do about this.