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?
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