#letsbefriends
PROMOTIONAL CAMPAIGN DOCUMENT
ABIGAIL SCOTT
W15013863
DE0923
#letsbefriends
The story so far...
PG 1
#letsbefriends
brand analysis Influenced by contemporary society and the world of blogging and social media, & Other Stories launched in March 2013 by H&M Group. Its first store opened on London’s Regent Street, now with 46 stores in 12 countries and e-commerce in 14. VALUES & AIMS Believes in creating sustainable products that allows people to express their personality through building their own style that lasts forever. COLLABORATIONS Collaborating with niche designers, artists and stylists from around the world, creating quirky yet cool collections that complement the brand and connect with a global consumer base. Quirky collections that reflect the diversity of society and current affairs, including female presidency and same-sex relationships. CONSUMER ENGAGMENT Connects to consumers through 7 social media platforms, email and newsletters. There is a lack of gamification and activities for consumers to engage with the brand on a personal level. CAMPAIGNS Previous campaigns reflect the brands values of diversity and current topics within society today including The Gaze which implicates awareness and supports the transgender movement.
PG 2
#letsbefriends
current market Currently, & Other Stories inflicts diversity by aiming towards a broad range of females aged 21-45 years. However, the younger market is less responsive towards the brand.
Nicola, 35 Living in London, Nicola wakes up at 7am in her 3-bed apartment, whom she shares with her husband and 5 year old daughter. As a fashion and lifestyle writer, Nicola keeps her own style minimal and chic. Once Nicola has dropped her daughter at school, usually she goes home to work on her blog, attends interviews and meetings. A contributor to high-profile media sites including Vogue and The Telegraph. Hobbies include yoga, socialising with her friends over a glass of wine and escaping to the countryside with family.
PG 3
#letsbefriends
target market
Poppy, 20 A student at London College of Fashion, Poppy lives in a small studio flat with her two friends. Waking up at 9am, Poppy begins her day with a cup of green tea, and flicks through her social media sites, her favourite being Instagram. Poppy has a large social circle and enjoys spending time with her friends going for drinks and shopping. After a day at work and university, Poppy catches up on her blog and likes to keep cultured by reading her favourite magazines Elle and AnOther Magazine.
PG 4
#letsbefriends
online audit SITE
ACTIVITY
STRENGTHS
25,400
Promotes products. Posts only Engagement distributed every 3 through comments days. and messaging.
25,400
Language reflects the youthful audience.
WEAKNESSES
IMPROVEMENTS More activity to increase the popularity. Diversity in posts.
Posts are all similar Variety in posts. Brand personality not visible.
631,000
Relaxed with Lack of diversity in Diverse imagery for personal references. models and wider audience. ambassadors.
TUMBLR
10-100 Notes
Reflects blog style nature.
36,830
Easy exploring and Lack of description More detail regarding links directly to of the product. products. stories.com.
YOUTUBE
30,000-130,000
Entertains adverPosts are not updat- Regular upload to create tising ed, last 1 year ago. buzz. Diversity identified ‘The Gaze’
SPOTIFY
3291
Sensory experience. Less awareness. Competitive advantage.
More advertising of this platform.
E-COMMERCE
N/A
Strong visuals. Easy navigation.
New blog and promote individual stories.
PG 5
Not updated regularly.
No link to blogs or style stories.
To eliminate this blog and create own.
#letsbefriends
online presence Twitter
Tumblr
PG 6
#letsbefriends
offline audit
EXCHANGE STREET MANCHESTER Set across two floors and situated in close proximity to high-street rivals Zara and Reiss, the store’s overall aesthetic is kept clean and minimal. Large production lights, design tables and white steel garment rails replicate a studio. On each mirror a note reads ‘Share your stories #andotherstories’, encouraging customers to engage with the brands social media. However, no innovation in merging the online and offline platforms is evident in-store. Customers that visit were in the age range of 26-45 years visited the store. When purchasing, an opportunity for a 10% discount was offered when texting and signing up to the stores emails and newsfeed. However, this is a one-time offer, thus implementing numerous discounts will act as an incentive for customers.
PG 7
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swot analysis strengths
weaknesses
Affordable
Lack of consumer interaction
High quality
Minimal online advertising
Sustainable
No innovation online or offline
Locations
No USP No student discount
opportunities
threats
Additional services and innovation in-store and online
Macroeconomic threats Competitors have more awareness e.g Zara’s Instagram: 16.9Million
Gamification Target younger generation
Competitors offer a broader product mix
Product mix: menswear
PG 8
#letsbefriends
PR objectives platform that integrates all forms of brand activity.
To build another
To engage consumers through building a
community and bring their stories to light. To connect to a new market, whilst reflecting the brand values and current pest affairs.
PG 9
#letsbefriends
summer 17 concept 2017 has been a year of political challenges with Donald Trump’s new presidency, thus the importance of female empowerment is prevalent through movements in society working against female discrimination. & Other stories will be telling a tale of friendship through our new Lets be friends campaign. Focusing on the theme of togetherness, the campaign will unite females and create friendship stories that will last forever. The aim is to create an empathetic bond with consumers through recognising the brand as a community, not just a retail brand.
strategy & tactics A fast promotion method will be used to conduct the campaign, along with a 360 degree marketing approach, utilising both the online and offline presence. A fast promotion method that executes a storytelling campaign will be beneficial by instilling the concept into the brands personality and building a genuine bond with consumers. Social media will be the main platform of promotion to reach and connect to the target audience.
let's be friends PG 10
#letsbefriends
pre launch
Prior to the release, the creation of the blog and the new store design will be conducted. Sneak-peaks of the brand ambassadors and the new campaign will be released including promotional video teasers and will also be advertised through in-store and online display.
social media
blog
& Other Stories will create its own blog, ‘Stories’, which will be accessed through the e-commerce site. This blog will be interactive, and will effectively bring together everything the brand does, reinforcing the idea of a community. The campaign will firstly feature on the blog, where consumers explore and share their own stories. Interactive activities for consumers such as competitions and entering their own stories of style and empowerment will be released onto the blog to drive consumer interaction.
PG 11
#letsbefriends
collaboration
In reaction to political change, the brand will execute the idea that females should stick together, work as one and build bonds of friendship. Therefore, & Other Stories will build its own girl gang to connect to consumers by educating and supporting them on what it means to be a feminist, and how important it is for girls to stick together. Beginning the story of friendship, the campaign will feature a collaboration with Aurora Lady, Charli Howard and Tavi Gevinson, also creating . These three females each have their own story of empowerment, thus make the right role models for the younger female. The girl gang’s story of togetherness will promote the campaign through interviews, a new promotional film and photoshoots. Various influential females will be invited to join our girl gang to build up our new community, creating new and on-going bonds of friendship with the brand to inspire the target audience.
in-store innovation
Bricks-and-mortar retail stores are meeting new demands and innovating to leverage technology and enhance the in-store consumer experience. Therefore, in-store experience will be digitally enhanced, using Photo/Social walls. Customers in-store will be able to interact with various applications such as photo taking, linking directly to & Other Stories blog.
PG 12
#letsbefriends
during launch competition
The campaign will be announced through our social media sites, attaching links to the blog will be released and explored by consumers. A competition will be held as an incentive to drive consumer engagement and create conversation around the campaign.
PG 13
#letsbefriends
in-store event
As part of the competition and to keep consumers involved, the winners and a selected few invitees will attend an event, where they will get the chance to discover the new store digital aspects and upload photo’s and messages to the blog. The brand ambassadors will be doing interviews and speeches regarding the campaign and their own empowering stories. Overall, this event will be a chance for bloggers and journalists to expose the campaign and for consumers to explore, also receiving their chosen items from the SS17 collection. A live feed and video of the in-store event will run on our blog for everyone to watch. DATE: May 20th 2017 TIME: 1pm-5pm LOCATION: Regent Street, London flagship store CATERING: Scoff and Banter’s Afternoon Tea ENTERTAINMENT: DJ Mimi Xu
PG 14
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post launch
The idea of using a fast promotion approach to present this campaign is due to the fast consumer world we live in today. Consumers love to build an emotional connection with brands, but are also always looking for the next big thing. Although fast promotion for this campaign has been used, the main theme of feminism, unity and support will have a lasting effect and impact throughout the brand and on the consumers. The concept behind the campaign will be instilled into the brand values through numerous brand activities regarding the girl gang community. Once the campaign has ended, the blog will continue to run, allowing the consumers to still upload their own content.
film blurb
There are some people in life that make you laugh a little louder, smile a bit bigger and live life much better. Friendships are built through small acts of kindness and support that enrich our lives.
PG 15
#letsbefriends
actions ACTIONS
WEEK 1 WEEK 2 WEEK 3 WEEK 4
WEEK 5 WEEK 6 WEEK 7 WEEK 8
PRE Blog creation In-store innovation preparation and bookings Ambassador bookings Event Preparation Event invitations
10/04/17
18/04/17
Film Teasers Social Media and In-store promotion DURING Campaign announcement Competition announcement Film release onto blog Winners announced Digital fittings
25/04/17
06/05/17
Event
20/05/17
POST Blog and in-store innovation continue Posting to blog still available for audience
PG 16
WEEK 9
image references FC: Publishers own PG 1: Publishers own PG 2: Publishers own using https://uk.pinterest.com/ pin/277886239480092795/ PG 3: https://uk.pinterest.com/search/pins/?q=business%20women&rs=typed&term_meta[]=business%7Ctyped&term_meta[]=women%7Ctyped PG 4: https://uk.pinterest.com/pin/54676582947016522/ PG 6: https://twitter.com/andotherstories https://www.instagram.com/andotherstories/ https://www.facebook.com/andotherstories/ http://and-other-stories.tumblr.com PG 7: Publishers own PG 10: Publishers own PG 11: Publishers own PG 12: Publishers own http://www.independent.ie/style/beauty/body/size-6-model-quits-the-industry-after-being-bodyshamed-for-being-too-big-34115269.html http://www.thestranger.com/events/22866342/tavi-gevinson-rookieyearbook-four-book-tour http://www.auroralady.com/about/ PG 14: https://www.google.co.uk/search?q=Scoff+and+Banter+Afternoon+Tea&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj7uZvLr6vTAhUJ1RoKHW32AucQ_AUIBigB&biw=1280&bih=661#imgrc=tzQYx46fSn9qEM: http://www.mayfaireccentrics.com/listing/other-stories/ http://www.vogue.co.uk/gallery/-other-stories-opens-regent-street-storeopening-clothing-pictures PG 15: Publishers own