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