Hessnatur & BCN: From Eco to Fashion Label

By means of a print and online image campaign BCN stages the label Hessnatur as a first-class fashion player: under the motto “The Nature of Style” the campaign emphasizes the USP of the brand and extends it by style and fashion awareness. Advertisements in Elle, Freundin and Donna enhance the brand and turn it into the hallmark of awareness for quality fashion.
 

 
 

 

 

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Burda’s advertising marketer BCN stages the label Hessnatur as a first-class fashion player by means of an image campaign: under the motto “The Nature of Style”, the campaign emphasizes the USP of the brand, which is to produce sustainable and qualitative fashion and at the same time extends it by the attributes style and fashion awareness. Advertisements in the print and online issues of the Burda media brands Elle,Freundin and Donna present Hessnatur as a stylish fashion label.
                   
“BCN understood our campaign idea “Wear a Good Feeling” and implemented it perfectly in the form of target-group-specific and individual communication solutions in the relevant media. Hessnatur and myself regard this integrated and effective campaign as an excellent example of a collaborative partnership in the rapidly changing times so characteristic for both the media and the fashion world”, says Vivek Batra, CEO Hessnatur.
 
From eco to fashion label
Petra Börner, Head of Client Services Fashion & Luxury, managed the campaign and explains: “Hessnatur wanted to free itself from the ecological image and strengthen the fashion aspect of the brand. This is why the aim of the campaign was to use our media brands to help Hessnatur to create a new and emotional brand image, to increase brand awareness and to ensure an image transfer within the relevant target group of women between 30 and 40 years old.”
 
The power of media brands
BCN in collaboration with Stefanie Hasner, Creative Director Hasner KG, shot a six-page, impressive photo spread for the November issue of Elle and staged the Hessnatur fashion label with aesthetic photos in the middle of nature. The motives were also featured as advertorials in two Donna issues emphasizing the aspect of quality and well-being of the label. The photo shoot for the print edition took place on Sylt and was also documented by a making-of-video recorded by BurdaStudios and directed by Anke Steinbacher. The video emphasizes the fashion claim of the brand and was played out on Elle.de and Freundin.de as well as by Hessnatur itself on Facebook – registering high reach and interaction figures. The Freundin editorial team presents key pieces of the Hessnatur collection in four issues of the magazine.
 
Part of the concept
Elle, Freundin and Donna are media brands characterized by high-quality content and highly involved target groups. The content and the brand message are integrated natively into the editorial content in the style of the media brands and are created to perfectly fit into the carrier medium and reflect the interests of the target group.
 
“The approach that brand communication and content belong together is part of our concept”, Petra Börner explains.
 
Individuality and creativity
“BCN stands for individual consultancy and creative multi-channel marketing”, BCN Managing Director Michael Samak says. “We recognized the challenge for Hessnatur to establish itself not only as a sustainable but also as a fashion-conscious brand and thanks to a creative team including editorial, marketing and ad sales professionals we created a customized concept for the customer. Burda has the right media brands for the perfect staging of the Hessnatur products and they transport the idea of the campaign in print and online ensuring maximum exposure.”

 

 

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