How do we turn the new AskRalph AI into a go-to tool?

Ralph Lauren: In Moments of Hesitation, Ask Ralph

Ralph Lauren | 2025 | Spec Campaign

Strategy Plaque

Brand: Ralph Lauren
Audience: Young men entering an adult era who want to dress better without feeling exposed.
Problem: Asking for fashion advice can feel vulnerable, judgmental, or socially risky.
Insight: Young men want confidence before they invite other people into their style decisions.
Strategy: Make Ask Ralph the private, trusted style advisor for moments of uncertainty.
Big Idea: In moments of hesitation, Ask Ralph.

Creative Executions

Ralph Lauren Ask Ralph retail display poster execution — Retail Display Poster

Ralph Lauren Ask Ralph Instagram ad execution — Instagram Ad

Ralph Lauren Ask Ralph YouTube video execution — YouTube Video

Campaign Context

Ralph Lauren wants to draw attention to Ask Ralph, its new AI dressing tool. Unlike a basic shopping assistant, Ask Ralph lets consumers ask contextual styling questions and receive useful, shoppable answers built on the fashion sense of the icon himself, Ralph Lauren.

Key Research

AI Landscape

88% of men ages 18-24 reported they have used AI in the last three months or would be interested in using it in the future.
Consumers respond better to AI when it enhances human creativity rather than replacing it.
If consumers perceive AI as a tool for corporate benefit at their expense, trust in the brand erodes.
Ask Ralph has the opportunity to become a useful, human-centered tool that improves consumers' lives.

Audience & Style Behavior

The primary audience is 18-25-year-old men entering an "adult era" and the job market.
They want to dress better but don't know where to start.
They hesitate to ask people around them for fashion advice.
They are active on Instagram, TikTok, and Pinterest for outfit inspiration.
They are open to AI when it feels personalized, easy, and aesthetically guided.
When dressing nicely, they fear appearing pretentious, too feminine, too bold, or being made fun of by other men.
They desire subtlety, effortless class, minimalism, masculinity, and confidence.

The Strategic Path

The Problem

Men feel vulnerable asking those around them for fashion advice.

Consumer Insight

Young men want to dress better, but asking for fashion advice feels vulnerable because it invites judgment before they have built confidence.

Brand Insight

Ask Ralph turns Ralph Lauren's timeless taste into a private, judgment-free guide that helps men dress with confidence.

Strategy

Position Ask Ralph as the trusted style advisor men can turn to in moments of uncertainty, especially when they want to look better but do not feel ready to ask someone else.

Strategic Line

In moments of hesitation, Ask Ralph.

Channel Strategy

TikTok

Role: Create awareness through engaging entertainment.

Use fashion influencers, GRWM content, and outfit-of-the-day sponsorships to make Ask Ralph feel credible and natural.

Instagram

Role: Create awareness through aesthetic entertainment.

Use visually focused ads embedded in fashion-related content to show Ask Ralph as part of outfit discovery.

YouTube

Role: Create awareness through education.

Use behind-the-scenes videos showing how Ask Ralph's outfits are curated and how styling expertise informs the tool.

Magazines / GQ

Role: Create awareness through credibility.

Use branded editorial to explain Ask Ralph's capabilities in a trusted fashion context.

In-Store

Role: Create awareness through attention-grabbing displays.

Use stylistic posters that call attention to Ask Ralph in the retail environment.

Deliverables

Instagram8 static feed ads/carousels and 4 short-form video ads

TikTok8 influencer partnership videos and 8 static feed ads

YouTube2-part branded video series

GQ1 branded editorial feature

In-storeRetail display posters

Slide Gallery

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