CHANNELS

The ‘TF BTS’ will be initially broadcasted on TV (Telfar.TV). The clips will be longer and educational which suits a TV format better as people tend to pay attention to the TV for more time, allowing Telfar to tell the full story (Shanet, 2019). Telfar want to create a deeper connection with consumers to create brand loyalty and thus have consumers take on the brand’s thoughts on water usage; to create consumers who care about sustainability. In turn, this will generate more sales for Telfar as the consumers search for sustainable companies to buy from and are aware of Telfar’s sustainability practices. Using TV also creates a more formal platform for the videos, Telfar want to be viewed as a luxury brand, rather than a lower range brand that only using channels seen as informal for their content, such as social media, conveys (Dehoyos, 2021).

‘TF BTS’ will also be uploaded on YouTube in a full length format. This is to create brand presence on the platform and will aim to increase followers and views, as their YouTube doesn’t harbour much following or views: less than 500 people follow, and the last video has less than 2000 views (Socialblade, 2021). This will allow consumers who weren’t able to watch them on TV the full length videos, also allowing consumers to rewatch; thus re-educate on the topic of water usage - reinforcing the storyline of the manufacturing process, increasing customer memory of the content (Bacon, 2013).