Young Monkey
COMMUNICATIONS
A bagged story The story of a Travelling Bag
About us
Young Monkey
COMMUNICATIONS
Young Monkey is a young, talented Consumer PR agency that is specialised in urban ilfestyle brands. We believe that the solution to (almost) everything is to have/create/make more fun. Young Monkey was established in 2011 by two enthusiastic pioneers in the heart of London, and have won several PR awards since then: PR Week Awards Consumer Campaign of the Year 2012, PR Week Awards Small Consultancy of the Year 2013, and our CEO won the PR Week Award Young PR Professional of the Year 2013.
Eastpak is a manufacturer of bags, packs, luggage, and clothing. The brand was established in 1952 for military purpose. In 1976 a line for college students and urban insiders was launched and Eastpak was born. Started in the US, Eastpak has now expanded to South America, Asia, and Europe. The overall goal of Eastpak is to enable and enrich urban life, by providing products for urban insiders. Recently, on January 1st 2014, Eastpak updated their logo on consumer communications (website, social media, campaigns). Eastpak is inspired by the values that also motivate the Urban Insider: seeking stories beneath the surface, leaving things better than we found them, creative resistance against boredom and banality, and connection with friends in our city. The adjectives that describe Eastpak best are: curious, constructive, forward thinking, spirited, surprising, straightforward, social, and understated. Eastpak is active on Facebook and Twitter, where they share new product launches, sales, and photos with their followers.
What’s
the pro
blem?
A lot of young people use Eastpak’s Padded Pak’r during high school, especially during the first few years. After graduation, the Eastpak bag is not used that much anymore and the young consumers lose their connection with Eastpak. The target audience is just not aware of other products Eastpak has that are focused on travelling and urbanity. The target audience needs to be aware of the fact that Eastpak has more to offer than the classic Padded Pak’r.
Aims Make the target audience aware of the fact that Eastpak provides urban lifestyle solutions more to their new life stage than just the original Padded Pak’r.
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Objectives
Target audience (consumer) Stylistic Stylistically they are eclectic, understated, and cool without trying to hard.
Demographic data known for its four characteristics: demographically they are high educated, social, travellers, and living in a city.
Eastpak focuses on urban insiders between 12 and 40 years old in high school, university and young professionals.
Behaviour Their behaviour is characterised by using social media, by buying many different bags, and by caring about the story behind a brand.
Attitudes As for their attitudes, the urban insider is spontaneous and an explorer, passionate about the city, but also loves green space.
Insights ‘’When I was in Paris a few weeks ago it was inconvenienced to carry my trusty travel jacket, because it was simply too hot. However, I needed a place to put my wallet, passport, some papers, a camera, glasses and my phone. My trouser pockets could impossibly fit all this, and a plastic bag was decidedly not stylish enough. So I put it all in my travel jacket, which I carried under my arm. This was not practical at all because it kept one arm busy all the time.’’ – Till, 26
‘’I need some new wheeled luggage for an upcoming trip overseas. I’ve seen some nice Eastpak stuff, but honestly I don’t know what makes good or bad luggage.’’ – Ben, 31
The target audience is not aware of the fact that Eastpak can offer some good solutions to their ‘luggage problem’. When they are travelling there are lots of competitors of Eastpak, and Eastpak is not see as the first choice.
What do we want the target audience to think, feel, and do? Think about Eastpak when they need products as suitcases, luggage, and laptop bags. Feel that using an Eastpak means being cool and urban. Do: buy an Eastpak bag that has another purpose than the Padded Pak’r.
Target audience (media) • • •
Papers as Metro, The Mirror, the Evening Standard Magazines as Wanderlust, Lonely Planet Traveller Bloggers on travelling and urbanity – –
•
Journalists – –
•
Paul Johnson (A Luxury Travel Blog) Zoe Dawes (The Quirky Traveller) Simon Calder, senior travel editor – The Independent Nigel Tisdall, travel editor – Marie Claire
Key influencers – –
Lorraine Kelly, television presenter Kian Egan, former Westlife singer
Key message Young, urban insiders want to be cool and different. By customising your own bag, you differentiate yourself from others. This leads to the story of the travelling bag: an Eastpak that is being shared and customised by urban insiders.
A bagged story #mybaggedstory
Campaign strategy The story of a Travelling Eastpak. A bagged story. Running this campaign over a period of 12 months, initially a hundred people will get an Eastpak at the launch of this campaign, which they take with them on their trip. During this trip, they should document their journey, so they can share photos and videos later. After their use of the bag, they should add something personal to the bag (i.e. a badge, or something written) before returning it to one of the Eastpak stores. From there another person gets the bag, who takes it with him on his trip as well. After returning the travelling bag in one of the stores close to you, you’ll get an Eastpak product for free. They have to post their story – as in photos, a video, a blog post about their trip with the travel bag on social media (Facebook and Twitter), while using the hash tag. All the photos with this hash tag will be posted on the Travelling bag website. The person with the most shares on social media and the person with the most likes on the website will win free Eastpak products for life. After 12 months the hundred different Eastpak bags will be personalised by tons of people, and have become exactly what the brand stands for – an image of their heritage and quality. After this campaign, the bags will be seen at an exhibition and then go to the big Eastpak stores to visualise the quality and urbanity of Eastpak.
g n i t r o p p
Su s c i t c ta
Tactic 1 - Website 356
Uploaded by Graham in Lille
248
Uploaded by Maria in Barcelona
After their trip, participants are posting their photos, videos, or blog posts on social media, using the hash tag #mybaggedstory. All the visuals tagged by #mybaggedstory will appear on the Eastpak website. The participant with the most likes on the website and the one who’s photo or video gets most shared on social media will win a lifetime of free Eastpak products.
Press release
Tactic 2 - Video Initial to the launch of the travelling bag and the website, there will be a video that will introduce the idea. The video introduces different people all of the world that are swapping the Travelling Bags and making them more and more personal after each trip.
Tactic 3 – Social media The target audience is using social media a lot to discover news, to share information, and to communicate. In particular Facebook, Twitter, and Instagram. The campaign video will be uploaded on YouTube, and will be shared on the Facebook and Twitter pages. The website will be launched after the video, and this news will be shared on social media as well, to reach as many people as possible. The website makes it easy to share ‘photo of day’ posts on Eastpak’s social media platforms. The campaign itself has its basis on social media, since participants are sharing their photos and videos on Facebook, Twitter, and Instagram. They are also encouraged to use the hash tag and ask for likes and shares on social media, in order to win a lifetime of free Eastpak products.
Tactic 4 – GoPro partnership A camera will be carried by the Eastpak/or by the person itself, and then the shots will be made into short, individual clips which can be shared on social media by the people who did it – young people always like to show other people the interesting things they did – especially when they’re starring in a video by Eastpak. The hundred Eastpak bags will all be integrated with a GoPro camera, which is water resistant and are build to survive shocks. The camera will be turned on when the Eastpak is being moved, so that it will document the whole journey of the participant. After handing in the Eastpak at an Eastpak store, the camera shots will be taken off the camera and will be made into a short video. This video can be uploaded on Eastpak’s social media platforms and on GoPro’s YouTube channel and their social media channels (Facebook, Instagram, and Twitter).
Tactic 5 – Celebrity endorsement Celebrities as Kian Egan and Lorraine Kelly that have a affinity with travelling, are key influencers in this campaign. They can: • Post and share Eastpak’s news concerning the Story of a Travelling Eastpak: a bagged story. • Participate in the ‘travelling event’ and share their photos and videos on social media: in doing so they can encourage the target audience to join as well. Why would they want to do this for Eastpak? These celebrities like to travel, and do it a lot. Eastpak will give them free samples, and they will get (positive) media coverage, which will give them more exposure.
Tactic 6 - Exhibition
In April 2015 the last participants will take their Travelling Bags on their trip. In the next month, May 2015, an exhibition will be held in the Business Design Centre in London. The main pieces of this exhibition are going to be the hundred customised Travelling Bags. Each bag will have its own unique story in text, image and video, which will all be exhibited. The exhibition will be held over a period of one week – the opening night will be exclusively for the participants in the campaign.
London Evening Standard: news angles about the celebrities that participated in this campaign, the exhibition. Metro: the winning video/one of the videos be in Metro’s Top 10 section on their might website or in the MetroStyle section where the new Eastpak products the participants are using on their trips get attention. Wanderlust: this blog cover the videos/photos participants might took. Wanderlust and A luxury travel blog: these blogs might cover the videos/photos participants took. The top 5 places participants visited with the Travelling Eastpak
Media angles
Timeline 15 April 2014 Launch of campaign video
30 April 2014 First participants will get a Travelling bag
30 June 2014 Launch campaign on social media Continuously Uploading photos and videos on website and social media platforms
15 April 2015 End of campaign 16 April – 30 April 2015 Evaluation: surveys and media monitoring
Budget Description of costs – Video • • •
£2.950
Crew (6 actors, 2 camera men, director) Equipment Editing
– Eastpak products • • •
£8.500
100 Eastpak products Eastpak (£3) x every participant (2.400) 2 times Eastpak products for life
– Website • •
£1.300 £800 £8050 £300 £7.200 £1.000
£2.900
Editing videos Website building
£2.000 £900
– Celebrity endorsement – Exhibition
£1.000 £2.000 --------------------
£14.353 Agency fees
£18.000
Total
£32.353
Evaluation •
•
•
Increase the sales of other Eastpak products rather than the Padded Pak’r with 5%. Evaluate by looking at the sales: did they increase with 5%? Raise awareness of different Eastpak products. Evaluate by doing an awareness survey amongst the target audience: are they now aware of the fact that Eastpak offers more products than just the Padded Pak’r? Reposition Eastpak as more than the Padded Pak’r. Evaluate by running an awareness survey before and after, and by monitoring the media coverage – is the media talking different about Eastpak after the campaign?