Digital Communication Project: Aire Bridal

AIRE BARCELONA - ROSA CLARA GROUP By: Alexandra Gonzalez Baldwin BA Fashion Marketing & Communication Level 5, 2017- 2018 5FAMK001C Digital Fashion Communication and Marketing CWK3 Cristina Lastra, J.A. Guerrero, Joan Alvares, Javier Ortiz-Olave Word count: 2,976

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Table of Contents:

Introduction----------------------------------Page 3 Copy Strategy Statement------------------Page 4 Advertising Strategy------------------------Page 4 Structure of the App------------------------Page 5-7 Advertising Campaign --------------------Page 8-16 - Storytelling----------------------------------Page 8 - Video Storyboard---------------------------Page 9-13 - Paid Media Planning----------------------Page 14-16 Social Network------------------------------Page 17-21 - Lead management strategies--------------Page 17 - Direct marketing strategies ---------------Page 18 - Online PR strategies-----------------------Page 19 - Sales/product oriented strategies---------Page 20 - Calendar-------------------------------------Page 21 PR & Events---------------------------------Page 22-23 - Press Release--------------------------------Page 22 - Videos----------------------------------------Page 23 - Events----------------------------------------Page 23 Budget-----------------------------------------Page 24-26 Conclusion------------------------------------Page 27 Annex------------------------------------------Page 28 Bibliography----------------------------------Page 29

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Introduction:

In this document, many of the same strategies were used from CWK1. Aire Barcelona will remain the bridal brand used from the Rosa Clara Group. The goal of targeting European millenial brides will remain. The new brand strategy, proposed in CWK1, will continue.

Newer and improved methods were developed in this document.

There will now be an objective of reaching a 50% increase in the amount of followers on Instagram. There will also be a goal of 1,000 App downloads by the end of the campaign. An increase of brand recognition and engagement will be the ultimate goal.

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Copy Strategy Statement:

Aire Barcelona will now be named Aire Bridal for their ever growing global audience, including Europe, to better understand their name. The brand will offer a wide variety of products for its new and specified target, which are millennial women of all sizes and sexual orientations. Aire will maintain its reputation of being an affordable priced brand who creates contemporary, trendy and high quality bridal wear.

Our goal is to create awareness of the brand and its unique customer experience both in person and in their new App. To achieve this goal, Aire Bridal will promote a constant method throughout our campaign. The new brand slogan, “Love is for everyone” and hashtags #breathelovebyaire and #airebridal, will appear in almost all of the advertisements. Aire Bridal plans on using music, fantasy, dramatization, surprise/delight, and familiarity for their main creative paths. Therefore, the brand wants for their audience to feel an emotional and identified response to their advertisements.

Advertising Strategy:

Aire Barcelona, now Aire Bridal, will launch their first App. The App will be called “Little White Book”. This App will be the main strategy in attracting millennial brides in Europe. A University in Barcelona, Spain, IESE, was commissioned by Barcelona Bridal Week to report on Millenial-specific trends in the global wedding industry; and concluded that “Instagram, Pinterest and other webs and apps are key to defining the bride’s interests (Luis, 2016)”. This reaffirms the reasoning in why a bridal app should be launched for Aire Bridal. Also it is proven by Statistica that “In 2017, Millennial internet users spent an average of 223 minutes per day on mobile devices, a strong increase from the 188 daily minutes in 2016 (Statista, n.d.)”. It is shown that “About 6 out of 10 brides are actively planning their weddings through their mobile device: they research gowns (61% of brides, up from 27% in 2011) and search for wedding vendors (57% of brides, up from 22% in 2011) (Douglas, 2016)).

Brides-to-be are now, more than ever, finding online bridal experiences more efficient and valuable.

Aire Bridal’s “Little White Book” App will offer a personalized bridal experience to millennials around the world. The App will be available on both the App Store and Google Play. Inspiration for the App has been taken from successful bridal brands and is shown in the Appendix. Features of the App will be listed on Pages 5-7.

The first step in gaining brand recognition will be releasing the App. After this has been done, the brand will send out a press release while also releasing ad’s on online media’s, four couples will be chosen (from the App contest), the campaign will run, there will be an event, and finally the campaign will end with its final episode.

While the App is admitting applications for the campaign the App will also gain its following.

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About Us: To introduce the brands mission, vision and values of being a brand who offers a wide variety of products to women of all sizes and sexual orientations. It will also say how Aire Bridal is an affordably priced brand who creates contemporary, trendy and high quality bridal wear.

Collection: Users will be able to browse the brand’s latest collec tions My Closet: There will be two subcategories in this section. The first will be Favorites. This subcategory will first suggest dresses/tuxedos based on a style and personality test.

When the user is done they can heart the ones suggested and/or heart and favorite other items from the collection. The second subcategory is a Wedding Planner.

This area will count down the days of the wedding, will have a suggested and customizable to-do list, a budget, guests and table planning, and suggested wedding suppliers based on the users location. This section is the most useful, as it helps organize one’s wedding without the cost of a wedding planner.

Events: The applications for applying to be in Aire Bridal’s campaign will be done in this section. After the 4 brides are chosen, users will be able to interact with the campaign’s latest uploaded series for the campaign. They will also be able to view the live-streamed finale/event from the App. This section will also feature upcoming trunk shows, bridal fashion weeks, and LGBTQ supportive events.

Stores Near Me: The last section will allow the user to find physical POS of Aire Bridal. They will also be able to make a physical in-store appointment.

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Examples:

The App will be user based and if allowed, connected to ones Facebook profile.

An example of the default to-do list in the Wedding Planner subcateory of My Closet section

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The App will show locations of Aire Bridal POS near the user. If they want to make an appointment, the location will lead to the appointment page.

The Collections will be shown with the option of favoriting looks to add to My Closet-Favorites section.

Styles reccomended based on the style/personality test. If the user likes the reccomendations, they can favorite them to their collection.

(Google Play, n.d.), (Google Play, n.d.)

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“Love is for everyone” Campaign

The main strategy for the new campaign will be the the journey women take in getting ready to marry their significant other. The full campaign video for “Love is for everyone”, will display four diverse couples, those who were chosen from the App’s contest. Their wedding journeys up to the alter will be shared with the public. The four pairs will consist of a millennial lesbian couple, interracial couple, plus sized couple, and a sporty couple on the day of their wedding. Before the main video is released, mini episodes and photos will be released on social medias displaying each couples experience in getting ready for their wedding. This will include: the planning of their wedding, location scouting, dress fittings, cake tastings, photoshoots, and of course the big day. A month prior to the release of the big video/finale, two short reality videos will be released every week, from each bride, on what they have been doing in preparation for the wedding.

Also, the brides will be shown to live in different parts of the world, although mostly Europe, to display the locations of sale Aire Bridal has.The campaign will be displayed on the brand’s App and Youtube.

Alex & Olivia Lesbian Couple London, UK

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Andrea & Eric Plus sized Couple Barcelona, Spain

Chloe & Jack Interracial Couple Paris, France

Zoe & Ben Sporty Couple Miami, USA

Episode 1: Alex and Olivia “Finding the Perfect Tux”

Wedding Attire

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Olivia needs to find the perfect tux for her wedding. Her finance Alex recommended her the Little White Book App where she can be shown wedding tux’s based on her style. She goes on the App to take the style quiz. She scrolls through the recommended options with her friends and decides to make an appointment at the nearest UK store to try some of them on.

Episode 2: Chloe & Jack “Picking the Ring”

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In this episode, Jack discusses how excited but nervous he is to find the perfect ring for Chloe. He visits many jewelers throughout the day and ends up picking a beautiful ring for her. For dinner, he surprises Chloe with a romantic at-home dinner with candlelights, flowers and music. He’s very excited to marry her.

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Episode 3: Andrea & Eric “Photographer”

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The wedding is getting closer and Andrea & Eric need to find a photographer for their wedding. They look on the Little White Book App for a photographer in Barcelona and choose the one of their preference.

Episode 4: Zoe & Ben “Food & Cake Tasting”

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In this episode, Zoe and Ben are on a mission to find the best caterer for their wedding. They first browse through Aire Bridal’s Little White Book and discover recommended caterers in Miami. Throughout the next couple days they taste many different cakes and meals until they decide on the perfect caterer.

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Episode 5: Alex and Olivia “Dress & Tux Fitting”

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It is an exciting day for both Alex & Olivia as they are going to try on their dress and tux, separately, at Aire Bridal. They both arrive at Aire Bridal with their close friends and family and are overwhelmed with joy and excitement as their wedding attire fits them perfectly.

Episode 6: Chloe & Jack “Guest List”

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Chloe & Jack need to start on their Guest List. They know that they will only be able to invite 100 people.

They open the Little White Book App and throughout the day add more and more people to their list with ease.

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Episode 7: Andrea & Eric “Hair & Makeup”

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Andrea looks on the Little White Book App for hair and makeup stylists for her wedding day. She asks them for a trial appointment to see what they could do for her. She ends up really liking the two stylists and wants them for her wedding day.

Episode 8: Zoe & Ben “Perfect Location”

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Zoe and Ben want to find the perfect location for their wedding. Ben wants Zoe to be happy with the location so she will make the final decision. She decides on the Cheeca Lodge and Spa in Islamorada, FL and Ben loves it as well.

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Episode 9: Finale “Love is Actually for Everyone�

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In the final episode, a compilation video is made of the 4 couples on their wedding day. The brides are seen getting their hair and makeup done, putting on their beautiful Aire Bridal dresses, and walking down the aisle.

The males and Olivia with her Aire Bridal tux, stand at the alter and await their beautiful bride. Emotions are shown against the lovely wedding scenery. They say their vows, exchange rings and kiss their now wife/husband.

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Magazines ATL Paid & Shared

The campaign will be shown in editorials, ad’s and articles in magazines such as Vogue US, Vogue Novias Spain, Elle France, Cosmopolitan US, You & Your Wedding UK, Marie Claire UK and Curve US to target millennial brides. Also, there is a goal for there to be shared content of the brand in magazines about the new brand strategy and campaign. The goal of being in magazines is to raise brand awareness to the millenial women who read those magazines.

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Internet BTL Paid, Owned & Shared BTL paid media will be on Instagram and will consist of sponsored ad’s to promote Aire’s new App and campaign.

European and American millenial influencers will be used to encourage the new campaign and App. Beside’s Aire’s App, own social media chanels used for displaying and advertising the App and it’s campaign will be Aire’s Facebook, Instagram, and Youtube. Youtube will also post the campaign’s latest episodes.“Love is for everyone”, #breathelovebyaire, and @airebridal will be shown in all content. Also the use of campaign banners will be used on web pages based on SEO. Unpaid media will be reviews found online and the sharing/usage of Aire’s hashtags.

Overall, all paid media will be placed on channels where millennial women are known to be.

Online influencers will share themselves taking interest in the campaign series. This will influence their following to watch it as well.

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Website & App BTL Earned, Shared & Owned

The website will show the brands’ new campaign and new collections as well as share information about new events. The new App, “Little White Book”, will be created as a bridal lifestyle app.

The app will consist of information of the brand, its collections, an interactive wedding planner, events and contests, and store locators with the option of making an appointment. It is will also display the campaign episodes. Also, when the App is first opened, the user will have the option to sign up with their facebook account. The user will be able to share content, with the click of a button, on different social media’s after signing up. ole

Print Billboards ATL Paid

Outdoor paid advertisements will consist of print billboards. These will be placed in 5 parts of the 4 cities the 4 brides in the campaign are from; Barcelona, Paris, London and Miami. They will be placed in populous metro/bus stations of the cities. This will make the campaign more familiar to the public as they would be intrigued by people from their own area. The billboards will display pictures of the couples, who appear in the campaign, with the App next to it and “Love is for everyone”, #breathelovebyaire, and @ airebridal below.

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Lead Management Strategies

Lead management strategies will be taken to track and manage prospective customers. As the brand, for the most part, has one-time customers, customer relationship leads will be very important.

Current in-store customers and their friends/family members who visit the Aire POS with them, will always be treated specially. The bride and her friends will be given a 10% coupon for their next purchase. As the bride’s friend’s have enjoyed their in-store experience with their bride-to-be friend/family member, they will most likely reccomend the brand to their friends and use the coupon, if they need it, or give it to someone they know. Since the coupon will only be distributed amongst leads, the brand will recognize that the coupon came from a previous customer.

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Direct Marketing Strategies

Email Marketing: Email Marketing will be used as a form of engagement with previous clients. The emails will offer old client’s friends 20% of their bridal attire. This will lure in many new customers as the email will be shared and used to get 20% off. Metrics that will be taken are “the number of messages that were opened, the number of clicks that were generated from a message, the number of recipients that requested removal from the sender’s list, and the number of messages that were bounced by the recipient’s server (Rouse, n.d.)”.

Online Display Ad’s: Online banner advertisements will be used to target users who would be interested in bridal attire or wedding planning. Behavioral and contextual advertisments will be used to ensure ROI. Geotargeting will also be used to target the origins of the women in the campaign; which are Barcelona, London, Paris and Miami. It will display a banner showing the bride of their country, encouraging the user to click to learn more about the campaign and also App. An example of what content the geotargeted banner would shown is on the right. Metrics used to track the success of the banners will be Reach, Clickthrough Rate (CTR), Bounce Rate (BCR), Conversion Rate (CVR), and Return on Investment (ROI) (Kasatria, n.d.)).

Social Media Site Direct Marketing: When the App achieves more than 1,000 downloads, Aire Bridal will share that and the App’s reviews on its social media’s. This will prove how helpful and successful the App is to those who do not have it.

Therefore, it will encourage more downloads. Aire Bridal will also share positive mentions of the brand and it’s products in Facebook posts and tweets. This will also include excellent ratings and reciews the brand has recieved from its services and/or products. These displays of credibility and trust will increase conversions and ROI (Taylor, n.d.).

Social media will also be used to share upcoming promotions and offers. This will create anticipation. This will also encourage customers to share those offers with their friends/family in their social networks.

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Online PR Strategies:

Selected social media influencers will be used to gain a larger consumer base. They will be a micture of both micro and macro influencers.

They will be influencers who share the same values Aire Bridal does.

The influencers will be: Dulceida, Patrick Star, Patricia Bright, and Jenna Rusnak. These are people who will admire the brand, as Aire aims for the equality of people, and therefore have a following who will appreciate it too. Even if the influencers are not getting married, they will endorse the brand because of its values and engaging campaign. They are also influencers who reside in countries of Aire POS. As Prosumers are one of the most powerful marketing tools out there, it is imperative that these influencers speak highly of the brand. To initiate social media influence, influencers will be given specific but personalized message content. The personalized aspect will be allowed so the influencer’s following knows that the influencer was not given a untrustworthy advertisement script. The amount paid to each influencer will vary based on their following. Press releases and featured stories on the news will also be used as mechanisms for PR.It is also important that every consumer who comes across the brand has a consistent customer experience. Metrics used to analyze the influencers and featured stories will be through brand awareness/following and engagement. The goal of acheiving 50% increased following in Instagram and 1,000 App downloads by the end of the year will be reached through influencers.

Dulceida, 29 years old, Spain Instgram influencer, Youtuber, and Blogger Instagram: 2.2 million followers Status: Married to her wife

Patrick Star, 28 years old, USA Makeup Youtuber Advocates for equality Instagram: 3.9 million followers Status: Unknown

Patricia Bright (thepatriciabright), 27 years old, UK Fashion and beauty influencer on Instagram and Youtube Interracial marriage Instagram: 776k followers Status: Married & a mom

Jenna Rusnak (thecurvyrebel), 31 years old, USA Instagram influencer, model, and blogger Body positivity activist Instagram: 82.8k followers Status: Unkown

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Sales/Product Orientated Strategies:

Aire Bridal is product orientated. As Aire Bridal sells solely formal wear, with an emphasis on bridal attire, their main focus is on the quality of the products and fulfilling women’s needs and desires. Also, their App which can also be considered one of their products, was created to serve women and to gain brand trust; it was not created to sell the products but to view them and if desired to make an appointment in-store.

Aire Bridal focuses on creating a wide variety of products for its women consumers of all sizes and sexual orientations. They also communicate being an affordable priced brand who creates contemporary, trendy and high quality bridal wear.

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Content Strategy:

The calendar shown below, displays when each media platform will be released and updated. It is organized by the months and quarters of a year. The structure of content will be a year-long, lasting from December 2018 to November 2019.

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Press Release:

___________________________________________________________________________ For Immediate Release _____________________________________________________________________________ “Love is for Everyone” Reality Series will display four couples on their journey to their wedding day ______________________________________________________________________________ Barcelona, January 20, 2018- Aire Bridal, priorly known as Aire Barcelona, is creating a revolutionary campaign for the bridal-wear industry. The brand is choosing four normal couples from around Europe and the United States to participate in reality-show episodes that lead up to their wedding days. No bridal brand in Europe has created a reality-show campaign. This campaign will also demonstrate to women what brides-to-be go through in their wedding journey.

All women are invited to participate. Women who are interested will have to download Aire Bridal’s new app “Little White Book”. It is available on both Google Play and the App Store. First, women will have to create a profile. Then they will have to go to the “Event” tab to submit their love story for a chance to participate in the campaign. The four women who are selected will be gifted their dresses and/or tux for a woman as well as an all paid suprise event.

CEO of Aire Bridal, Manuel Cano, says “We are excited to share the beautiful journeys brides take in preparation for their weddings… We want to be a brand that offers more than just bridal attire, but a brand who offers the bride help in her wedding journey.” This will be offered to all brides with There are not many bridal brands who offer an inclusive bridal experience. Are Bridal wants to be one of the firsts and best.

If you are interested in becoming a contestant, download the “Little White Book” App. Or download the App for it’s amazing bridal experience features and the ability to watch the chosen brides on the App for free starting in July of 2019.

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Event & Video:

While the campaign is running, the brides in the campaign series will be given a free bachelorette party where they will celebrate their upcoming weddings together with five invited friends. This will be the first time the four candidates will meet each other. The four girls and their five invited friends will be flown to Las Vegas, Nevada and will stay at the Paris Hotel.

They will stay there for three days and will be able to experience Las Vegas. The main event, the Bachelorette Party, will happen on the second night. The brides and their friends will be surprised with a custom afternoon massage at the Encore Hotel’s Spa, a nice dinner at the Eififel Tower Restaraunt, and will be taken in a limosine to one of the best nighclubs in Vegas: the XS at the Wynn Encore. Their whole experience of going to Las Vegas, being there, and coming back will be livestreamed The four brides and their friends will be live streamed throughout their entire journey of their bachelorette party in Las Vegas, which is described in the page below.

The livestream of their entire experience will be shown on the “Little White Book” App in the Event tab. Highlights from their experience will be posted on Aire Bridal’s Instagram and Facebook account. This livestream, on the App, will resemble the show Big Brother.

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Budget:

In 2014, the Rosa Clara Group had a turnover of 44,413 million euros(Riaño, 2016) and in 2015, 55 million euros. Currently, Pronovias and Rosa Clará are the top two bridal companies in the Spanish bridal market. As the Group is a leader in the market and has been doing well, an estimate for their 2017 turnover will be 65 million euros. In the Rosa Clara Group, Rosa Clara ranks as the highest earner due to their prices and reputation with Aire Barcelona, Alma Novias and Luna Novias in descending order. Since Aire Barcelona is the second best brand in the group, they will be given 30% of the group’s advertising budget. 15% of the group’s revenue, which is 9,750,000 euros, will be given for the advertisement budget. Since Aire Barcelona will be given 30% of that budget, they will be granted 2,925,000 euros for their new campaign.

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(VEGAS.com, n.d.), (Presidential Limo Las Vegas, n.d.), (Wynn Las Vegas, 2017), (Jensen, n.d.)

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Conclusion

In conclusion, this new brand strategy with its’ advertising campaign new app should attract more European millennial women to Aire Barcelona (Aire Bridal). As there is a a gap in the european market for a strong bridal-lifestyle brand, Aire Bridal will grab the attention of many women and brides-to-be.

Through the use of different media’s and influencers, Aire Bridal should achieve it’s goal of 50% increased Instagram following and 1,000 App downloads by the end of the campaign.

Content will be released from December 2018 to November 2019.

This advertising campaign will cost less than the given budget Rosa Clara would give the brand. Aire Barcelona will only end up spending 25% of their given budget.

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Appendix

Benchmark Proposal: This chart shows what two bridal brands, Pronovias and David’s Bridal, feature in their Bridal App.

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Bibliography

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