RDA orchestrated the launch of Eloquii in the fall of 2011. Eloquii was a plus size brand from The Limited and made a major impact within the plus size community. RDA’s positioning for Eloquii celebrated fashion for every body and enabled women to showcase their individuality with a range of well made, on trend looks.
RDA’s role in the launch was to provide strategic insights, develop and implement the CRM strategy and as well as digital creative. Our role was expanded to overall creative direction including website creative, photography and full marketing support.
Components of the program included the online launch, editorial and promotional calendar (strategy/creative/copy), photoshoot casting and direction, creative for website and emails (3-4 weekly emails), as well as eCRM strategy, list segmentation, and implementation.