j o h n v a r v a t o s...Personal traits Loves Rock and Roll music. Cares about world affairs-...
Transcript of j o h n v a r v a t o s...Personal traits Loves Rock and Roll music. Cares about world affairs-...
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j o h n v a r v a t o s
| AMANDA BROHMAN | EMILY BROOKS| ISABELLA RUSSO | AIMEE RICHTER | MORGAN BILODEAU
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INTRODUCTION | INSIGHTS
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we want to promote the jv brand as a millennial relevant lifestyle brand without distancing the brand from older generations
CORE CHALLENGES
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SWOT
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STRENGTHS
high social media user interaction
in comparison to competitors’ on Instagram–bode well for a campaign
mainly based on this platform
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STRENGTHS
Emphasizes issues central to target
Already has an established social presence in talking about issues that aspired target
cares about
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WEAKNESSES
primary male target
men are in general less active than women on all social media outlets–particularly Instagram
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WEAKNESSES
low instagram activityjohn varvatos’ social media activity is significantly
low in comparison to that of its competitors’
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INSTAGRAM'S ALGORITHMlow instagram activity –> low reach –> low acquisition
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OPPORTUNITIES
Who dominates instagram? female millennials
posts by women get five times more likes than those from men (578 compared to 117 on average.)
...and 3 times more comments
= utilize female influence to gain male reach
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“Instagram has always been a predominantly female platform, but these findings show just how tough it is for male-focused brands and influencers to build followings and reach audience[...]Insights like this are [also] an asset that can help users create content that will best connect with their audiences.”
- MIKE BANDAR, CO-FOUNDER OF HOPPER HQ (INSTAGRAM ANALYZING TOOL)
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OPPORTUNITIES
The trend of unisex clothing is a trend on the rise
recent collections from big fashion houses (including main competitors such as Boss, Burberry)
have integrated womenswear & menswear into one
nearly three-quarters of millennials feel that, “one’s gender doesn’t define an individual.”
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HUGO BOSS SPRING SUMMER 2019
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THREATS
risk of alienating some existing customers
By targeting younger men, and by integrating both women and men into it
50% of those between 18-34 think that “gender is fluid”, whilst only 39% of those over 55 do
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THREATS
similar campaigns have been done before
john varvatos main competitors have done similar campaigns previously–integrating
couples into campaigns, and women into men’s campaigns, and are because of this ahead
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TOP: RAG & BONE 2015, BOTTOM: THE KOOPLES SPRING’16
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“MR. BURBERRY” FRAGRANCE CAMPAIGN, 2016
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INSIGHTS
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LOSE A FEW TO GAIN PLENTY MORE
it may be necessary to lose a segment of existing target, one that skews older, in order to to gain loyalty from a new and more powerful one
millennials are the most powerful consumers–by 2020, they will collectively spend $1.4 trillion in U.S. alone
a millennial target will be the most powerful one to gain
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UNISEX CLOTHING TREND
an opportunity for john varvatos to get on top of this trend before they fall behind itdoing so will likely result in gaining the wanted male target persona, as well as his girlfriend–and her friends
unisex is a rising trend that’s worth tapping into right now
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WOMEN ARE DOMINATING INSTAGRAM
the significant reach and engagement female instagram users have in comparison to their male counterparts is a key insight to effectively reach the the desired target
in order to reach the men we want, we need to reach the women too
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OBJECTIVES
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REACH
As a result of this campaign, the goal is to reach a new target market: the Millennial man who is active, aware, and indivisible–and who isn’t yet aware that John Varvatos is, too.
Acquire a new target
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ENGAGE
We want our new target, and his friends, to actively interact and engage with John Varvatos’ social content–the same way he’d engage in his real life
Make new target actively engaged with JV content
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CAMPAIGN PERSONA
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Ian
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Demographic description (Name – age – gender –
marital status – location – occupation)
28 years old- Male-lives in Brooklyn while working at a
production company, in a relationship.
Personal traits Loves Rock and Roll music. Cares about world affairs-
brings it out with their fashion - Cares about his
relationship with other people, loves sports.
Key problem-question Trying to find a clothing brand that brings out his true
style and personality
Goals Being able to bring out individual style
Needs A clothing brand that offers options that fits his edgy
personality
Concerns Too old school
Basic Requirements
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Social Media Usage
Social Media Platforms (Social Networks, Blogs, etc.) Instagram, Facebook, Twitter, YouTube
Platforms usage (hours/ day) 5 hours
Content consumption: General site types &
category-specific
Follows favorite bands, sports networks, fashion
focused- influenced through music
Social Media participation types: Creator, critic, etc. Spectator
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OBJECTIVE
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ENGAGE
we want our new target, and his friends, to actively interact and engage with John Varvatos’ social content–the same way he’d engage in his real life
make new target actively engaged with JV content
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THE BIG IDEA
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PUTTING EMPHASIS ON
female role models to influence
THE MALE PERSPECTIVE
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CONTENT STRATEGY
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UMBRELLA STORY + THEME
What does it mean to be indivisible?
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being one but being together
staying compatible by staying yourself
maintaining your own interests
keeping your own identity
balancing togetherness and individuality
I YOU WE
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CONTENT THEME
“WE ARE INDIVISIBLE”
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INDIVISIBLE
Something indivisible cannot be broken or divided: it’s rock solid.
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INTIMACY | INSEPARABLE | INDIVIDUALITY | TOGETHERNESS | RELATIONSHIP
THEME COMPONENTS
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CONTENT TRACKS | ORGANIC POSTS
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STIMULATE BELONGINGby showcasing relatable real life relationships
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through creative individuals who embody the modern millennial John Varvatos man, or woman, and their spaces
SPARK CREATIVITY
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through interesting artistic imagery and a diverse set of influential female and male individuals
CREATE BUZZ
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CREATIVE EXECUTION
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WE WILL BE UTILIZING SOLELY INSTAGRAM + YOUTUBE
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WE WILL BE UTILIZING VARIOUS PARTS OF
INSTAGRAM FROM:
stories, posts ads
Imagery and video
+
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SOCIAL LISTENING | INFLUENCERS
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@gabbriette | @lucasbin45.5K followers on Instagram52.9K followers on Instagram
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@ellis__clare | @_desiperez_35.8K followers on Instagram4.75K followers on Instagram
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CONTENT CALENDAR
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SOCIAL ADS/PROMOTED POSTS
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MOODBOARD
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TRACKING MECHANISMS
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SOCIAL MONITORINGtracking brand mentions for brand management, public relations, customer services
creating press highlights from Instagrampaid and non-paid posts, Insta-stories, hashtags, brand tags
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STRATEGY RECOMMENDATION
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ORGANIZE FEED USING AESTHETICS
focus on campaign imagery
post real men repping the brand
refrain from posting press-related images
include clips from campaign videos
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USE INSTA STORIES TO POST PRESS-RELATED MATERIAL
ADD MORE LIFESTYLE IMAGERY TO FEEL MORE CONNECTED
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THANK YOU
j o h n v a r v a t o s