UnME JeansJeans

Branding in Web 2.0

SALESWhich Web 2.0 social

media channels?What changes in the

current plan?What metrics to

measure the impact?

Margaret FoleyBrand Manager

UnME Jeans

Solution

UnME JeansUnME Jeans

Celebrate INDIVIDUALITY

Appreciate

DIFFERENCES

Unique products at a price premiumin upscale department stores to teenage

girls

Current Annual media planCurrent Annual media plan

Targeted advertising through traditional channels

Fashion magazine TV series Radio

Banner advertising on popular websites for teenage girls

Targeted search keyword advertising on Google

CHALLENGESCHALLENGES

Current media plan becoming ineffectiveineffective

WHY?

114 fold increase

in the number of communication channels

31%

8%

20%7%

34%

TV, magazines, and newspapers losing out to online content

providers

+33%

+300%

Ad spending is NOT in conformance with the media usage of US households

-75%

Disproportionate media spending for UnME as well

2

ADVERTISEMENT CLUTTER

Advertisement messages per day50001% recollection

370% opted out of television

advertisingadvertising

WEB 2.0 : Analysis

Consumer co-creation

Social Affiliation

Digital

self-expression

Sharing

Consumer co-creation Ability to actively

contribute to online content

ADS Interruptions : A NOUser initiation is the key!

Social Affiliation

Virtual connections via social networks

USERProfile

page

1. Targeted advertisement

2. Connect with the brand profile page

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

Sharing

Rapid transfer of information within the information within the

network

Evaluation of possible options in

social mediasocial media

1

User generated video sharing website used by

73%Of the active internet users

73%

Media planMedia plan

Teenage girls upload their

videos in videos in conformance with

the brand story

Winning videos spliced together to

make in-video adsmake in-video ads

Why it WILL NOT workWhy it WILL NOT work

NO “community network”

in

Only…

Teenagers talking about individuality & tolerance might

invoke obscene comments from the invoke obscene comments from the strangers

2

Virtual world targeting girls aged 13 to 24

with interests in fashion and music

7 million users

Media planMedia plan

Online buzz with virtual sale of jeans

Virtual events to encourage the brand storybrand story

Jeans design competition“Best” designs for real world sale

Why it MIGHT NOT workWhy it MIGHT NOT work

might not translate tomight not translate to

Subjectivity of being “best” might Subjectivity of being “best” might discourage otherwise loyal

customers

3

80 million active users in 2008

With 35% year-on-year growth

Media planMedia plan

Targeted advertising through interest lists

Brand profile pages enable people to promote the brand amongst their network

Widgets for generating and Widgets for generating and sharing jeans design

Why it CAN workWhy it CAN work

User segment targeted through interest lists of

popular teen TV shows like One tree hill

Buyer segment targeted through interest lists of fashion magazines

Brand profile page enable filtering in the interested people in the target segment

Banner ads embedded into newsfeed of these people

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

Recommendedmedia planIncorporating Web 2.0

Social mediaSocial media

should be the major area of focusarea of focus

could be an area to venture out in to venture out in the future

Large number of content scanned in a minute

++Task focused user behavior

=

EMPHASISE on the creativity of ads

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

Search advertisingAdvantageous for online selling

But, UnME sold through departmental stores!

Hence, it may be discontinued

Banner advertising on sites apart from Facebook may be

discontinued

Hosting content may not be appropriate with the brand image of UnME

Social media - Cost analysis

TraditionalTraditionalmedia

31%

8%

20%7%

34%

Spending to be made proportionate to the time spent

by people

Online spending = $950,000

Total media spending $2,600,000$2,600,000

MetricsMetrics

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

Redeeming of gift vouchers

Online contests on page linked with the actual purchase

Online contests on page linked with the actual purchase

Sales metric

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)