digital strategy and analyses under armour 2016
Post on 10-Apr-2017
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Digital Marketing Campaign 2016
“IS NOTHING EASY
TO GET THERE!” #busqueoseumelhor
ObjectiveBring the brand to your audience through social networks, with grade I WILL lead content with presenting their influencers followers and new customers of the brand.Activate the sponsorship with São Paulo FC. Enable the mark in the Olympics in 2016.
insight
Opportunity
Linking the brand Under Armourthe Olympics, valuing the athletes
they support. How each athlete
seeks the best to be in the
Olympics.
Andy MurrayHe will be the next Olympic games
Rio 2016
Do you want to know
how he got it?
#busqueoseumelhor
Watch Now
Stephen Curry
He will be the next Olympic games
Rio 2016
Do you want to know
how he got it?
#busqueoseumelhor
Watch Now
Jordan
Spieth’s He will be the next Olympic games
Rio 2016
Do you want to know
how he got it?
#busqueoseumelhor
Watch Now
Teliana
Pereira She will be the next Olympic games
Rio 2016
Do you want to know
how he got it?
#busqueoseumelhor
Watch Now
#1 Brazil Ranking
of Tennis
Rodrigo Caio
and Lucão
They will be in the next Olympic
Games Rio 2016
Do you want to know
how he got it?
#busqueoseumelhor
Share with us how you are doing to overcome their
difficulties in training
#buscoomeumelhor
Share your time
We will produce the first video of each athlete in
his training, presenting the reality of how much
they train to achieve their goals.
We will sponsor the athlete number 1 in Brazil,
Teliana Pereira, aiming to bring the campaign to
the Brazilian public and explore the "Power of
Women".
We will invite people to send training tips, videos
and photos from your #buscoomeumelhor or
#iwill time.
We will use Facebook, Instagram and Youtube as
the disclosure of campaign
All this content will go to social networks: Facebook and Instagram.
online campaign
Increase the number of
views and engagement
Explore Olympics
Brand Awareness
Increase Conversion
Explore sponsorship
All this content will go to social networks and Youtube channel.
Threads and developed videos,
generate content for Facebook,
Youtube and Instagram brand.
We will develop a hot site of the
campaign and posts for special days.
After the completed action, we will do
a wrap UP Video all the action to be
disclosed in social media.
online campaign
Calendar actions
10/2 – Athlete of the day
8/3 – Women's day (Teliana + Olympics)
August - Olympics
We can explore the campaign "BuscooMeuMelhor" at
point of sale, developing outreach and communication
materials at the store.
POS campaign
Business StrategyStrategies & Objectives
BUILD DISTRIBUTIONFocus on weighted Regions, with a dedicated sales and activation team.
Key Strategic Pillars
1
• Full distribution in Top Sports Digital chains.
•Category Development in the online retailers. Key
accounts and “On Board” Regional chains.
•E-retail platform and E-commerce.
Critical Success Factors
GENERATE TRIALTrough innovation, sampling and strategic promotional calendar2
• Educational Digital Program• Trade Online (Netshoes, Centauro, WalMart, B2W)
•Consumer (YouTube, Facebook)
• Sales Force
• Influencers (professional & trade) –Channel
Youtubers: Corrida Rua, Desempedidos, outros
• Promotional Calendar – Women Day, Olympics Game.
CREATE AWARENESSStrengthening communication and POS execution with visibility and category education
3
•Digital activation• Content and Social Media.
• Google Adwords and Facebook Ads.
• Campaign Olympics Game.
• Conversion Strategy e-commerce
•Public Relations
•Events Launch
Business StrategyStrategies & Objectives
BUILD DISTRIBUTIONFocus on weighted Regions, with a dedicated sales and activation team.
1
• Full distribution in Top Sports Digital chains.
•Category Development in the online retailers. Key
accounts and “On Board” Regional chains.
• E-retail platform and E-commerce, investment with
focus in Google Adwords.
Critical Success Factors
E-retail
E-commerce
GENERATE TRIALTrough innovation, sampling and strategic promotional calendar2
•Digital Program• Trade Online (Netshoes, Centauro, WalMart, B2W)
•Consumer (YouTube, Facebook)
• Sales Force
• Influencers (professional & trade) –Channel
Youtubers: Corrida Rua, Desempedidos, outros
• Promotional Calendar – Women Day, Olympics Game.
Business StrategyStrategies & Objectives Critical Success Factors
Running
Soccer
Invite to Trial and colaborate with product
Business StrategyStrategies & Objectives
Critical Success Factors
CREATE AWARENESSStrengthening communication and POS execution with visibility and category education
3
•Digital activation• Content and Social Media.
• Google Adwords and Facebook Ads.
• Campaign Olympics Game.
• Conversion Strategy wiith e-commerce
•Public Relations
•Events Launch
•Actions Olympic Games
Increase Views and Engagement
Increase Followers
Create Campaign
Public Relations and Events
CREATE AWARENESSStrengthening communication3
• Click trough e-retail. E-trade development• Increase Sales e-retail 20%
• Engagement and virality• Engagement above 15%
• Brand Awareness – Category Experts.• 3nd brand in TOM and Total
Awareness
Key Strategic PrioritiesSuccess Factors(elements
vital to reach the Business Objectives)
Site underarmour.com.br
E-retail
• Increase the views in web e-commerce• Landing Pages in e-retailers• Content - SMM• Viral Campaigns with Olympic Games.• Actions with special days: Women Day,
Athletes, Olympic Weeks.• Reforce actions with São Paulo in the games:
Twitter and Facebook.
Brand Content
SEO and SEM
Business StrategyStrategies & Objectives
Viral Olympics Game
The Chronology Based on the Strategy
2015 2016 2017
Facing a problem of distribution?
Where to Buy
No One knows UNDER ARMOUR
New Site (underarmour.com.br)
SEMGoogle Adwords
Digital Adv.Educational Content
SEO
And Trad. Advertising is too expensive
E-Commerce booming
Buy NowE-retail development
Relevant Content Might be Viral
& Lack of Category Awareness
SMMFaceAds & Engagement
Campaigns
Undeveloped Category and Lack of visibility
E-Trade/ Landing Pages
Responsive Design
Inco Apps
Mobility is an issue.
Trial
Olympic Game
Curry, Murray,
Multiplatform integrationContent with higher conversion
Mobile Content
E-commerce
Digital InnovationIntegration 360° - Innovation
360°
Develop the site in Mobile version.Develop the app's online store.
Improve design as EUA.com.
Generate higher conversion on users and access to the site, in developed content for social networking platforms.
Generate higher conversion
StrategySEO and SEM
Website versionMobile and App
GenerateContent
20
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
Advertising OnlineSEM (Google) and FaceAds
Brand ContentDigital Influencers
E-commerce UA.com.brSponsorship São Paulo FC
Facebook UAChannel Youtube UA
Action Viral:#Olympic Game
E-retail/ConnectionPOS
Public RelationsLaunch Product
Facebook Sharing ContentYouTube Sharing Content
Instagram Sharing ContentEvents
ACTION
CHANNEL RESULT
Digital Strategymarketing and communication
Start datingIntroducing myself
Introducing to my family and
friendsGettingmarried
SMM• Two way communication• Opening the doors to know
others feelings• Knowing each other deeper
E-retail
• Start sharing incomes• Making fidelity actions
Site underarmour.com.br• Talking to me• Showing what I have• Showing what I can do
360°
Communication• Targeted Sites• Integrating On-line with
off-line efforts• Inviting people to our
site• Helping people to buy• Facilitating social
channels
Digital Strategymarketing and communication
Social Media - Facebook
Under Armour Nike Futebol Nike
Nike Corre
adidas Futebol
adidas Running adidasNúmero de pessoas
falando sobre a marca
no Facebook é alto. Com
número alto de dúvidas e
mensagens negativas.
Muito longe no número
de usuários dos
concorrentes.
Social Media - Facebook
Negativo Não tem mensagem de impacto para conversão.
Maioria dos posts de produto não levam para página correta.
Existem posts de produtos sem link para o e-commerce.
Não tem o botão compre agora do Facebook.
Positivo Tem padrão de mensagem, de acordo com o guide da marca.
As imagens retratam a realidade, sem mentiras.
Mansagens curtas e objetivas.
conversão e-commerceAdidas & Nike
Social Media - Facebook
Negativo Muitas reclamações sem atendimento ou respostas.
Principais reclamações sobre: Onde Comprar,
Produto, Portfólio, Revenda. Não tem interação com público.
Uma empresa que está começando em
um país, não pode deixar de fazer
atendimento pelas redes sociais, de
forma alguma.
Social Media – Instagram, Twitter e YouTube
Planejamento de posts com identidade visual
e mensagens com conceito claro. Interação
do público muito positiva, estratégia da
marca se enquadra perfeitamente com a
plataforma.
Claramente demonstra que não tem como
prioridade sua estratégia de Social Media.
Base pequena de usuários.
Sem objetivo de conversão para e-retail.
Não responde aos seus usuários.
Muitos contatos de agências e projetos de corrida.
Imagens demonstram a realidade, sem mentiras.
Não auxilia seus usuários na compra.
Não divulga o novo e-commerce .com.br.
Não utiliza os depoimentos positivos ao seu favor.
Social Media - Instagram
Negativo Gostei do produto e agora? Onde compro?
Muitos usuários sem respostas.
Positivo Engajamento muito bom para a base criada.
A Under Armour pode utilizar os
depoimentos positivos do produto ao seu
favor. Interagir com seu público, criar
campanhas que presentei os usuários.
Isso tudo aumenta a base orgânica.
Social Media - Twitter
A Under Armour pode utilizar a plataforma para
interagir com os torcedores São Paulinos, na hora
dos jogos da equipe. Oferecer os produtos nesse
momento propenso de conversão, pico de
usuários do Twitter. Desenvolver um planejamento
focado em ativação digital on-play-game.
Negativo Base muito pequena 10.6K.
Engajamento menor do que 10%.
Sem investimento de Twitter Ad.
Links de alguns produtos sem conversão para e-commerce.
Não existe interação com o seu público ou com torcedores
São Paulinos.
Social Media - YouTube
Negativo Baixo número de visualizações.
Pequena base de inscritos 2.5K
Sem investimento de Google Adwords.
Não tem parceria com YouTubers para promover o canal UA.
Não apresenta o link do site.
A Under Armour desenvolve videos
expecionais, tem bons conteúdos, mas sem
investimento de Adwords não irá criar uma
base sólida. A categoria tem
caracteristicas de desenvolver bons filmes.
e-retail UA.com.br
Negativo Visualmente ainda utiliza fontes tradicionais.
Design não está altura do UA.com.
Não tem atendimento chat como o .com
Não tem investimento de Google Adwords.
Em nenhuma rede social tem estratégia de conversão.
Para aumentar a conversão de compras
pelo site UA.com.br, a UA terá que investir
na estratégia de Google Adwords e
AdFacebook.
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