CONCEPT BOARD OBJECTIVES
AD CAMPAIGNS
•Increase presence in the UK •Target consumer is women 45 - 54 years old with new marketing strategy
Calvin Klein uses older models in ad campaigns to target an older consumer.
Alice Johnson
DINNER WITH DIOR 3
CELEBRITY ENDORSEMENT 6
4
2
1
Taking inspiration from Dior who treat selected guests to a luxury evening with the brand.
5
•3 Course-meal •Sophisticated setting •Bottomless drinks •Luxury decor
INCREASE CONCESSIONS SPACE
ADVERTISING
9
Celebrities wearing brands on the red carpet. Frances Bean Cobain in Marc Jacobs.
11
LAUNCH PARTY
8
•Celebrity guests •Invitations •Canapés •Champagne reception •Gift bags •DJs •Sponsored boards •Photographer
To increase DKNY’s presence in the UK by opening up more retail space such as more concesssion stores. 7
SOCIAL MEDIA AND EMAIL MARKETING 14
13
12
Adopt the trend of personalised email marketing to engage more readers into content about the brand. Enhance quality of social media content to increase engagement.
10
Possible advertising channels include Print and online magazines and newspapers. Physical adverts on tubes and bus. 15
TIMELINE AND COSTS
Alice Johnson
MAY
MARCH
JANUARY 16
•Contract signed with new muse Thandie Newton and the ad campaign is shot. •Thandie Newton is dressed in DKNY at events including the Bafta nominations and the Golden Globes. •Emails and SM posts are sent out informing readers of Newton’s red carpet look. • The actress was chosen to target the British 45 - 54 year old consumer. She will make DKNY more relatable to them due to more similarties in age and being British.
17
•Entire campaign is released on DKNY website and social media •DKNY launch concessions clothes store in all Selfridges as a permanent fixture. Adverts appear around selfridges stores. •Selfridges Launch Party, Oxford Street London. •Attendees include Thandie Newton, Celebrity guests and targeted loyal customers. •SM: Posts of Selfridges launch and campaign over social media
•Dinner with DKNY •Loyal customers of targeted audience are invited for a formal Dinner with DKNY at Selfridges Birmingham Bullbring store after hours •Lookbooks are given out •SM: Creating lifestyle content by creating posts about other hobbies they have for example exhibition pages.
SM = Social Media
D K N Y
FEBRUARY
18
•Glimpses of the campaign is released via DKNY’s social media. •Thandie Newton wears DKNY to the Baftas, The Academy Awards and Elle Style Awards •SM: Pre-campaign teasers including glimpses of the campaign and behind the scene footage is released. •Posts of upcoming launch in Selfridges.
COSTS Reference Celebritity contracts Ad campaigns
Janurary £
7,500,000.00
£
5,000,000.00
February
Social media (wages, 5 people)
Payscale
£
8,333.33
Social media (costs for posts) Email Marketing
Facebook, Twitter, Instagram Approved Index
£
1,200.00
Payscale
£
3,333.33
£ 3,333.33
Graphic designer (wages, 2 people) Event - Launch party Event - Dinner with DKNY
March
£ 8,333.33
£
8,333.33
£ 1,900.00
£
1,900.00
£ 1,200.00
£ £
April
£
8,333.33
£
8,333.33
1,200.00
£
1,200.00
£
1,200.00
3,333.33
£
3,333.33
£
3,333.33
£
11,750.00
£
3,000.00
June
£
8,333.33
£
1,900.00
£
1,200.00
£
3,333.33
£ 25,000.00
Lookbook
Stress free event
Print magazine adverts
Conse Nast International
£
108,500.00
Conse Nast International
£ £
Digital magazine adverts Print newspaper adverts Public adverts (tubes, buses) Total
May
Newswork Quora, Gov UK
£ 69,000.00 £
12,512,866.66
£ 83,766.66
£ 39,766.66
£ 108,500.00
£ 108,500.00
20,000.00
£
20,000.00
£
20,000.00
99,750.00
£
79,800.00
£
79,800.00
£
63,900.00
£
305,016.66
Overall Total:
£ 235,916.66
£
£ 223,066.66
13,400,399.96
T I M E L I N E
APRIL
•Ad campaign appear in Elle UK, Vogue UK, Tatler and Porter print magazines. •Adverts appear in tube stations and newspapers including Style magazine from The Sunday Times •Online coverage includes digital version of Porter Magazine. •Emails : Emails are sent out offering content such as ‘Summer picks’ as holiday season approches
March 0% February 1%
April 2%
May 2%
19
JUNE •Thandie Newton appears in Tatler magazine being interviewed about DKNY and current career prospects •SM: Newton answers questions from fans via #Thandie4DKNY on Twitter. Emails: Customers who haven’t purchased in a while are emailed to engage with them again.
June 2%
RETURN ON INVESTMENT
INDIRECT OBJECTIVES
Direct objectives where return on investment will be gained: • Increased footfall in DKNY stores • Increased in social media following •Increase in social media activity •Increase in sales -Sales will spike in March, the time where the campaign will launch and DKNY clothes are available in Selfridges
This strategy will be long term as return on investments will be gained beyond the 6 month period through continue in sales and consumer engagement. Indirect Objectives •Increase in reputation as consumers reconnect with DKNY •DKNY become a bigger talking point
Janurary 93%
January dominates the budget with investments such as the contract with Newton and the ad campaign. After this the second most expensive month is May as this month includes advertising in all the magazines which have high price points. Wages costs for Social Media magazines and graphic designers will be continuous as they create content throughout the 6 months.
AD CAMPAIGN AND SELFRIDGES ADVERTISING THE CAMPAIGN
AD CAMPAIGN
22
To target the new consumer 45 - 54 year old British women DKNY will collaborate with actress Thandie Newton. Using an model of a similar age will make the brand more relateable to them.
TATLER MAGAZINE To increase publicly Newton will have a interview in Tatler magazine wearing DKNY clothes and speaking about her work with brand. This will increase awareness to more consumers as 52% of Tatler’s readers are 45+(Conde nast international, 2017).
20
Alice Johnson
27
ADVERTISING SELFRIDGES
Advertisement for Selfridges will be focused around locations of the stores in. These will include Bond Street tube station, Grand Central station in Birmingham and Kings Street in Manchester. 28 25
The campaign will spread in Vogue, Elle, Porter and Tatler print magazines aswell as Sunday times Style magazine. These advertise designer brands so it will suit the brand identity. Adveerts till also appear in digital versions. 23
To make brand less ‘American’ to target to the UK consumer the photoshoot will have plain backgrounds to make them more universal. The large logo will remain on the them so they keep to their brand aesthetic
29
SELFRIDGES
21
Adverts will also be in public places such as Bond Street tube station and King Street in manchester as these are near the DKNY stores.
24
The research shown the small presence DKNY has in the UK. To increase this they will expand in Selfridges by selling their clothes as well as accessories. They will sit on the designer floor next to Armani Collezioni. They will give 35% commission to Selfridges.
There will also be displays in Selfridges windows and throughout the store with the announcement on bus stops outside and the bullring bull. 30 26
EVENTS 33
SELFRIDGES OXFORD STREET LAUNCH
Alice Johnson
40
DINNER WITH DKNY
To launch DKNY clothes in Selfridges and increase awareness there will be a launch party with celebrities including Thandie Newton and the target audience.
A selected number of the target audience will invited to a dinner with DKNY. This will continue to bring them into the stores to check out the DKNY clothes as well as be treated to a memorable evening in hope to increase customer brand loyalty and the reputation of the brand.38
31
The place will be decked out with DKNY decor to create sophisticated evening. It will take place at the Birmingham bullring store so a different group to the Oxford Street launch party can attend. 42
41
Entertainment will be in the form of DJs to create a lively atmosphere.
36
34
43
Invites will be sent out on Moet bottles as part of collaborations with brands. Moet is a high class brand and therefore align themselves with designer DKNY.
Guests will be served a 3 coursemeal as well as endless drinks of their choice including champagne or non-alcholic options.
35
39
Sponsor brands will be to encourage celebrities to stand in front of them to increase press coverage of the event and advertise the brands.
32
37
Gift bags will be given out to with DKNY personalised gifts as well as items from collaborate brands such as Moet.
Lookbooks will be handed out to all guests to allow them to remember looks and encourage them to place orders. 44
SOCIAL MEDIA AND EMAILS JANUARY
FEBRUARY
48
45
46
Alice Johnson
59 49 50
51
Facebook is the most used site for the target audience with 84% 30–49 year olds and 72% of 50 - 64 year olds using the site (Ipsos, 2016). Majority of the posts on the site will be posted at these times Most active days: Thursday - Sunday Most active times: 9am, 1pm and 3pm (Ellering, 2016). Likes: 1,821,824 Follows:1,753,491
47
60
Email subscribers are shown Thandie Newton in DKNY on the red carpet. It begins to connects the star to the brand. Scroll down for more looks is offering readers content in topics they enjoy in hope to encourage more people to read the emails.
MARCH
52
Using the target consumers most used social media site Facebook to also tease readers of the future collaboration with Thandie Newton. This way it will reach a larger audience.
To create anticipation for the new campaign, teasers will be released on Facebook and Instagram. Limited photos taken from the campaign are cropped to give glimpses. They will appear across 2 platforms to create more hype
APRIL
MAY
54
Behind-the-scenes footage from the campaign will be released in small videos onto the DKNY Facebook page. Creating watchable content will engage audiences as stats shown video content isis 17% more likely to be shared (Ipsos, 2016).
The launch of DKNY clothes in Selfridges will be advertised around Facebook, Instagram and Twitter to increase awareness.
61
JUNE 56 57 58 55
53
Tweets will also be posted as twitter is the second most used site with 23% of 30–49 year olds and 21% of 50–64 year olds. These tweets will happen at these times: Most active day: Wednesday Most active times: 12 - 3pm and 5pm (Ellering, 2016). Followers: 565,300
Instagram will also be used as there is a growing number of members with 33% of 30–49 year olds and 18% of 50–64 year olds. The most active times and when posts will happen are: Most active day: Monday and Thursday Most active times: 2am, 8-9am and 5pm (Ellering, 2016). Followers: 1,400,000 62
The campaign is launched on Facebook, Twitter and Instagram in April with posts being sponsored. They will be captioned, ‘Shop the campaign’ where a link will direct them to a album of the campaign where they can purchase the pieces.
As the summer months begin DKNY engages that many target consumers will have booked a holiday and therefore email them linking them to pieces. Using language such as; we picked at for you makes it more personal.
To engage with the target consumer’s lifestyle; content about their interests and hobbies is offered. An example is informing them of exhibitions that are happening and linking them to their website. DKNY hopes to give recommendations like friends do to create a closer bond.
If a member hasn’t purchased from the site in a while then DKNY will send emails writing how they missed them to create that personalisation.
Thandie Newton will answer a series of questions sent it using the hashtag #Thandie4DKNY. Twitter will be used as the tweets will appear on their followers feeds and therefore reach more people and so awareness of Newton collaboration with DKNY is increase.
Statistics shown that the most shared content on social media is ones with images by 41% (Ipsos, 2016). Therefore majorityof posts will include pictures to engage more viewers and increase the chances of them being shared to reach a bigger audience.
REFERENCES Picture References Board 1, Concept board: 1: https://www-wgsn-com 2: https://www.wsj.com/articles/christy-turlington-burns-from-supermodel-to-activist-1454338226 3,5: http://www.stardustbrands.com/case-studies/project/dior-dallas 4: https://uk.pinterest.com/pin/199284352235540559/ 6: https://uk.pinterest.com/gogirlgo/red-carpet-ready/ 7: http://theimpression.com/dkny-soho-store-nyc-store-review/ 8: https://www.creativereview.co.uk/diesel-shows-how-creative-thinking-can-make-programmatic-ads-fun/ 9: https://uk.pinterest.com/eden_ww/email/ 10: http://www.manss.com/en/Project/National-Portrait-Gallery-Face-of-Fashion-Campaign 11: http://www.tatler.com/bystander/events/2017/may/garden-house-school-private-view#!/23502/image/8 12: https://www.tumblr.com/search/canapes 13: http://www.ella-lapetiteanglaise.com/other-stories-launch-party/ 14: https://blog.hubspot.com/blog/tabid/6307/bid/34146/7-Excellent-Examples-of-Email-Personalization-in-Action.aspx#sm.00000aff9nx3iddfsrtoht5c2k42g 15: http://logok.org/dkny-logo/ Board 2, timeline and costs 16: https://www.net-a-porter.com/magazine/386/15 17: http://solli-kanani.com/2013/03/other-stories-copenhagen/ 18: http://screenmediadaily.com/clear-channel-uk-expands-adshel-live-dooh-bus-shelter-network/ 19: https://www.net-a-porter.com/magazine/386/15 Board 3, Ad campaigns and Selfridges 20,21,23.24: https://www.net-a-porter.com/magazine/386/15 22: http://payload475.cargocollective.com/1/7/241864/11807697/Screenshot-2016-08-01-09.59.16_1000.png 25: https://outdoormediacentre.wordpress.com/tag/cbs-outdoor/ 26: http://www.selfridges.com/GB/en/content/article/work-it-windows 27: http://www.oceanoutdoor.com/products/digital/the-birmingham-media-eyes/ 28: http://www.1designperday.com/2013/02/12/20-most-creative-valentines-day-advertisements/ 29: http://www.ppaauull.com/selfridges-sale/ 30: https://www.lhm.org.uk/2017/03/06/small-heart-charity-gives-birmingham-bull-heartfelt-makeover/ Board 4, Events 31: http://www.dailymail.co.uk/tvshowbiz/article-2703359/Thandie-Newton-shimmers-striking-shirt-dress-attends-Harvey-Nichols-launch-Bella-Freuds-Parfum.html 32: http://www.tatler.com/bystander/events/2017/may/garden-house-school-private-view#!/23502/image/8 33: http://www.dailymail.co.uk/tvshowbiz/article-2703359/Thandie-Newton-shimmers-striking-shirt-dress-attends-Harvey-Nichols-launch-Bella-Freuds-Parfum.html 34: http://katiechutzpah.com/2012/11/tods-vendages-on-bond-cocktail-party.html 35: https://designpackaginginc.com/new-dkny-packaging-cinching-shopping-bag/ 36: https://uk.pinterest.com/pin/192458584052336809/ 37: https://uk.pinterest.com/pin/199284352235540559/ 38: https://uk.pinterest.com/pin/AZ_5dgJFdPXlokKMvsdsQul0zeoJO_Tu9UV5DfQKZYUKELadRJbKShg/ 39: https://uk.pinterest.com/pin/223631937728930922/ 40: https://uk.pinterest.com/pin/371476669245539387/ 41: http://cleomurnane.com/Simone-LeBlanc 42: http://luxuryexperiencemadrid.com/romantic-chic-dinner-ramses-cool-restaurant-madrid/ 43: https://uk.pinterest.com/pin/474426141965541993/ 44: https://uk.pinterest.com/pin/241998179952093458/ Board 5, Social Media 45 (Thandie Newton the red carpet): https://uk.pinterest.com/pin/407646203756593062/ 46 (Email template): https://webdesign.tutsplus.com/articles/build-an-html-email-template-from-scratch--webdesign-12770 47 (Mac computer outline): https://www.sketchappsources.com/ 48 (iphone outline): https://en.wikipedia.org/wiki/Outline_of_Apple_Inc. 49 (Photo of Thandie Newton): http://thandiekay.com/tag/thandie-newtons-hair/ 50 (play button): http://clipartnet.com/play-button-png-3077.html 51 (Instagram layout vector): https://tctechcrunch2011.files.wordpress.com/2016/08/instagram-stories.jpg 52 (Facebook layout vector): https://www.behance.net/gallery/11077695/Facebook-Photoshop-cover-mockup 53 (DKNY slides): www.dkny.com 54 (Tate Modern): https://www.timeout.com/london/art 55 (DKNY model in blue dress): www.dkny.com 56 (Twitter layout vector): https://picclick.co.uk/A1-Instagram-Selfie-Board-Frame-Social-Media-Party-391539767395.html 57 (Janine’s twitter photo): http://www.fabafterfifty.co.uk/2011/02/26/top-tips-on-hair-colour-for-over-50s/jo-hansford-profile-shot-2/ 58 (Lisa’s twitter photo): http://ell.h-cdn.co/assets/cm/14/01/768x1152/54a31cdaf40b6_-_elle-mrs-deblasio-de-xln.jpg 59: http://www.freepik.com/free-icon/facebook-logo_736921.htm 60: http://www.iconsdb.com/black-icons/twitter-icon.html 61: https://www.brandsoftheworld.com/logo/instagram-0 62: http://simpleicon.com/dev/bar-chart-7.html
Alice Johnson
References Writing References Conde nast international (2017). [online] Available at: http://www.condenastinternational.com/media-kits-rate-cards/ [Accessed 11 May 2017]. Ellering, N. (2017). Best Times To Post On Social Media According To 16 Studies. [online] CoSchedule Blog. Available at: https://coschedule.com/blog/besttimes-to-post-on-social-media/ [Accessed 10 May 2017]. Ipsos (2016). Ipsos SMX - Social Media Exchange. [online] Ipsos SMX. Available at: http://ipsossmx.com/ [Accessed 10 May 2017].