Berry Brand

PresentedbyJicJacAdvertisingAgency

Cherry(Nan)Li,Chloe Evans,JiayiFeng,KuanHuaHuang,AdemKotil

2016 Travel With Berry Marketing Campaign

December 9, 2015

Agenda• CompanyBackground• SituationAnalysis• TargetAudience • BigIdea• BrandDiscussion • Media

WebPageFacebook PinterestYouTube

• Packaging• Public Relations• Promotion • Timeline• Budget

CompanyBackgroundCherry(Nan)Li

CompanyBackground

Affordablejewelryandaccessories,clientshaveincludedBananaRepublic,Anthropologies,ect.

Wholesaler for 27 years

Affordable (Lessthan$100)andhigh-quality jewelryandaccessories.(Semi-precious)

NewYorkCitybased,in-housedesign,worldwideinspired.

GlobalInspiration, LocalCreation.

In 2014, Berry Brand Launched

SituationAnalysisJiayiFeng&KuanHuaHuang

SituationSummary

•Problem•Lowbrandawareness&marketshare•Limitedconsumercontactinformation•Lessdifferentiationpoints•Fewdistributionchannels•Varietyofcompetitors

•Objective•RisingBerry’sbrandawareness•Gainingconsiderableemailaddress•Increasingsales

Ampleupsideopportunityforwatchesandjewelry

Mintel report

Trendofjewelrymarket

Mintel report

Thechoiceofmedia

Increase instant buying decision

Influence future buying behavior

eMarketer

TargetAudienceChloeEvans

TargetAudience• Female22- 55yrs.old• Bohemian,adventurous,eclectic,seekingjewelrythatisuniqueandaccessible

• Globally-inspired,passionateaboutothercultures,designs,colours

• Berryjewelryasaformofself-expression,standingoutfromthecrowd

BrandDiscussionAdemKotil

Brand- How,Why,WhatisBerry?

InspiredfromSimonSinek’sTEDTalk- September2009

Webelievetheworldisessenceofourlives,wetraveltheworldtofindourtrueself.

Thewaywefindtruewayofourselvesisbycreatingjewelryproducts thataredesignedby

travelerspassion,bohemianandstylish

BerryBrandisauniquestylishjewelry.

BrandVision

The roots of Berry’s design goes to many different countries in the world. Every piece of jewelry is inspired by a different culture and created for a woman who enjoys luxury jewelry that will make them stand out in the crowd. Berry, the jewelry you go for when you want to have a cool story behind your jewelry

Identity

AdorableConfidentTraveler

BohemianCool

Image

BohemianStyle

UniqueLuxuryInspired

BigIdeaCherryLi

61%womenusuallytakeavacationorparticipateinleisuretravelatleastonceayear.

Averagevacationis16 daysinU.S.51% ofemployeesonly takeshalfofhisorhervacation

“Fromtheworldtravelertothelocaldreamer.”

BigIdea“In-housedesignteamfindsinspirationfromthecolors,texturesanddesignsgatheredthroughglobaltravels.”

Travel With Berry

• WebPage• Facebook• Pinterest• YouTube

Media PublicRelations

PromotionsPackaging

TravelWithBerry

BigIdea

Media:WebPageCherryLi

ImplementationPhaseI:Web-Page● Addanewsection onthelandingpage,namedTravelWithBerry● Clickwhereveryouwanttoexploreontheworldmap

○ Alittletreewiththecountryname● Afteryouclickit,itgoesintoanotherwebpagethatdisplay everyjewelriesandaccessories

inspired fromthisspecificlocation.

ImplementationPhaseI:Web-Page● Developtheproduct reviewpartwithpicturesthatcustomers post

○ Encouragecustomers sharetheirpictures○ AssociatewithsocialmediasuchasInstagramandTwitter

● Useberryicon toreviewtheproduct

Media:FacebookAdemKotil

ImplementationPhaseII:Facebook• Objective

• New“Timeline”photoandincreaseinfrequencyofposts.• NewphotoalbumsaboutTravel&Jewelry.• Newcustomergeneratedposts“Postyourselfie/jewelry”.

Facebook- Rearrangement• Step1• Wesuggestdevelopmentofnewbackground“Timeline”photo.

• IncludeelementsofTravel,suchasphotosofplaces.• Little“Berry”signatureincornertoreinforcethebrand.• Increasepostfrequencyandpostaboutnewdesigns.• Posteverymaterialfromdifferentplatforms.

Facebook- SourceofDesign• Step2• Wesuggestcreationofnewphotoalbumstoexplainsourceofdesign.

• Createphotoalbumswith“EgyptianDesign”titles.• Includephotooftheplacethatinfluencedthedesign.• Follow-upwithjewelryphotosandexplanations.

Facebook- Postyourselfie/jewelry

• Step3• Wesuggestpromotingpeopletoposttheirjewelry.

• Askpeopletoposttheirjewelryandselfies.• MakethemtellwhattheyfeltwhentheyhadBerry.• Re-postcustomergeneratedphotoswithalittle“ThanksforTravellingwithBerry”note.

• Itwillengagecustomerswithbrandtocreateemotionalrelationships.• ThenaturalphotoswillmakeBerrymoreapproachable.

Media:PinterestJiayiFeng

ImplementationPhaseIII:Pinterest

•Objectives:aseriesofboards• Example:“TravelwithBerry-- Egypt”

•Reasons•Connectionbetweenjewelryandtravel•Creatingbrandimageandbuildemotionaleffects•Showingstoriesbehindthejewelry

•Presupposition•Officialwebsitecontainshighqualityphotos

Pinterest(cont’d)

•Step1•Buildaboardnamed“TravelwithBerry– ‘Nameofthecountry’”

Pinterest(cont’d)

•Step2•Postingphotosofthespotswheretheinspirationcomesfrom

Pinterest(cont’d)

•Step3•Postingphotosoftherawmaterials

•Checkdifferentpartsofthejewelry•HighlightthequalityofBerryjewelry

Pinterest(cont’d)

•Step4•Jewelrywithparticularcrafts

&background•Editkeywords&URLsfor

purchasinginthedescriptionsection

Pinterest(cont’d)

•Step5•Fashionabledresscollocation

withBerryjewelryand•Givingconsumersadvices

abouthowtocollocatejewelry

Pinterest(cont’d)

•Pinterestmaintenance•Updatephotoswhenhavingseasonalchanges•Postphotoaboutupcomingseries•Editpowerfulkeywordsforsearching

•Nameoftheseries,country, spot•Nameofthedesigner/creator•Time/Season•Category•Specialdeal

•RepostrelatedphotosfromotherPinners

Media:YouTubeJiayi,Feng&AdemKotil

ImplementationPhaseIV:Youtube1

● YouTubeVideoName:FreshBerry

● Length:30’

● BGM:SweetUkulele- UpbeatBackgroundMusic

https://www.youtube.com/watch?v=JTIoOhgYVp0

ImplementationPhaseIV:Youtube2● YouTubeVideoName:TravelWithBerry

● Length:1:30

● BGM:WhereYouGonnaBe- CharlesWilliam

● Lyrics:Forthefirsttimewecomealive

There'snolookingbackThere'snoturningback

AreyouwhereyouwannabeSeeingwhatyouwannasee

Won'tyouletmetakeyouthereEverysecond,everyminute,everyhour

We'regonnawatchturntheworldturnaroundFeelthemoment,feelthepeople,feelthepowerWe'regonnawatchtheworldturnaround

https://www.youtube.com/watch?v=Ah3wSPnSsYE

PackagingCherryLi

ImplementationPhaseV:Packaging

Add Berry logo on the lid of the jewelry box to empathize the brand awareness.

ImplementationPhaseV:Packaging● Ifcustomersorderthejewelries fromthe“TravelwithBerry”line,wewilladdapieceofsmallnotes in

thebox○ Thenotewillcontainthelocalinspirational shortstoriesorquotes.○ Thenotewillhavethegeographicshapeontheworldmap

Forexample,thenotewritingthestories abouthieroglyphic andshapeastheArabRepublic ofEgypt

PublicRelationsChloeEvans

ImplementationPhaseVI:PublicRelations

• Creativeandengagingevent• Collaborationswithtravelbloggersandsocialmediamavens• Contests• Featuredarticles

PR:TravelwithBerryEvent• ExperienceallthatBerryhastooffer• Amosaicofdifferentcultures,withjewelryondisplayagainstbackdropsofEgyptianpyramidsorParisiancafes

• DevelopafeelforinspirationbehindBerry,leavingwithfavouritepiece

• Coveredbyselectpublicationsandbloggerstoeffectivelyreachtargetaudience

Invitationasapressrelease,shapedasmapoftheworld

PR:SocialMediaCollaborations&Contests

• Collaboratingwithhigh-profiletravel&lifestylesocialmediastars

• Giftinguniquepiecesforbloggerstowearastheytraveltheworld

• PostedtoInstagramandYouTubeusing#TravelwithBerryhashtag

• Campaignhashtagforsocialmediacontest• Participantspostphotoofcity,winnerreceivesBerryjewelry

PR:FeaturedArticles

• Invitewritersandeditorstovisitshowroom,tryonjewelry,takehomefavouritepieces

• Writepositiverevieworfeaturein‘Top10’lists

• UsingcrediblemediumtoconveyspiritofBerrytoaudience

PromotionKuanHuaHuang

ImplementationPhaseVII:PromotionEmail:Signuppromotion

Explain more,Add Value,Move sales to the next level

Popup at Berry’s homepage

Content of E-mail

Blog

↑ ExposureSave time & money

↑ Exposure, Cross-promoting

Socialmedia(Facebook,Pinterest)

Invitation code for the event

MIX & MATCH

Introduction of “Travel with Berry” eventIntroduce Berry’s pieces

TimelineChloeEvans

TimelineMonth (2016) Activity

February Re-makewebsitelandingpage

March-May

Socialmediaactivities:Facebook,Pinterest,YouTubevideo;Emailsign-uppromotion

June- July Packaging;PR:TravelwithBerryevent&promotions

August-October

PR:collaborationswithtravelbloggers;promotionalactivities:groupgiveaways

November-January

TravelwithBerrysocialmediacontest;featuredarticles

BudgetAdemKotil

Budget• $1,000,000

Thankyou!

AnyQuestions?