unme jeans : branding in web 2.0
Post on 08-Aug-2015
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UnME JeansJeans
Branding in Web 2.0
SALESWhich Web 2.0 social
media channels?What changes in the
current plan?What metrics to
measure the impact?
Margaret FoleyBrand Manager
UnME Jeans
Solution
UnME JeansUnME Jeans
Celebrate INDIVIDUALITY
Appreciate
DIFFERENCES
Unique products at a price premiumin upscale department stores to teenage
girls
Current Annual media planCurrent Annual media plan
Targeted advertising through traditional channels
Fashion magazine TV series Radio
Banner advertising on popular websites for teenage girls
Targeted search keyword advertising on Google
CHALLENGESCHALLENGES
Current media plan becoming ineffectiveineffective
WHY?
114 fold increase
in the number of communication channels
31%
8%
20%7%
34%
TV, magazines, and newspapers losing out to online content
providers
+33%
+300%
Ad spending is NOT in conformance with the media usage of US households
-75%
Disproportionate media spending for UnME as well
2
ADVERTISEMENT CLUTTER
Advertisement messages per day50001% recollection
370% opted out of television
advertisingadvertising
WEB 2.0 : Analysis
Consumer co-creation
Social Affiliation
Digital
self-expression
Sharing
Consumer co-creation Ability to actively
contribute to online content
ADS Interruptions : A NOUser initiation is the key!
Social Affiliation
Virtual connections via social networks
USERProfile
page
1. Targeted advertisement
2. Connect with the brand profile page
Digital
self-expression Express your identities
online via avatars
VV
I
R
T
U
A
L
1. Retail stores
2. Marketing promotion
3. Marketing contests
4. Advertising
Sharing
Rapid transfer of information within the information within the
network
Evaluation of possible options in
social mediasocial media
1
User generated video sharing website used by
73%Of the active internet users
73%
Media planMedia plan
Teenage girls upload their
videos in videos in conformance with
the brand story
Winning videos spliced together to
make in-video adsmake in-video ads
Why it WILL NOT workWhy it WILL NOT work
NO “community network”
in
Only…
Teenagers talking about individuality & tolerance might
invoke obscene comments from the invoke obscene comments from the strangers
2
Virtual world targeting girls aged 13 to 24
with interests in fashion and music
7 million users
Media planMedia plan
Online buzz with virtual sale of jeans
Virtual events to encourage the brand storybrand story
Jeans design competition“Best” designs for real world sale
Why it MIGHT NOT workWhy it MIGHT NOT work
might not translate tomight not translate to
Subjectivity of being “best” might Subjectivity of being “best” might discourage otherwise loyal
customers
3
80 million active users in 2008
With 35% year-on-year growth
Media planMedia plan
Targeted advertising through interest lists
Brand profile pages enable people to promote the brand amongst their network
Widgets for generating and Widgets for generating and sharing jeans design
Why it CAN workWhy it CAN work
User segment targeted through interest lists of
popular teen TV shows like One tree hill
Buyer segment targeted through interest lists of fashion magazines
Brand profile page enable filtering in the interested people in the target segment
Banner ads embedded into newsfeed of these people
Popular designs via widget (determined by likes and shares)
could translate to gift vouchers for real could translate to gift vouchers for real world purchase
Recommendedmedia planIncorporating Web 2.0
Social mediaSocial media
should be the major area of focusarea of focus
could be an area to venture out in to venture out in the future
Large number of content scanned in a minute
++Task focused user behavior
=
EMPHASISE on the creativity of ads
Payment based on click rates
Large no. of pages scanned in a short timeLarge no. of pages scanned in a short time
Good possibility of being ignored, unless distinct
Search advertisingAdvantageous for online selling
But, UnME sold through departmental stores!
Hence, it may be discontinued
Banner advertising on sites apart from Facebook may be
discontinued
Hosting content may not be appropriate with the brand image of UnME
Social media - Cost analysis
TraditionalTraditionalmedia
31%
8%
20%7%
34%
Spending to be made proportionate to the time spent
by people
Online spending = $950,000
Total media spending $2,600,000$2,600,000
MetricsMetrics
Activity on the brand profile page
Activity on the widget
Banner ads : Click through rates
Time spent on the pageTime spent on the pageUnique visitors to the page
AWARENESS metric
Redeeming of gift vouchers
Online contests on page linked with the actual purchase
Online contests on page linked with the actual purchase
Sales metric
These slides were created by Divyasree P K
as part of an internship done under the as part of an internship done under the guidance of
Prof. Sameer Mathur(www.IIMInternship.com)
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