S.JOON Pitch Document

BDMWILLIS

Social Media and Events 2022

Brodie Willis February 2022

An LAU Collaboration

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Contents: 01 - Brief Overview 02- Primary Research 03 - Current Output 04 - Social Media Audit 05 - Innovations for Instagram 06 - Innovations for Facebook 07 - Innovations for Visual Merchandising 08 - Collaboration 09 - In-store product launch 10 - Launch Event 11 - Digital Experience 12-13 - Events and Social Media Calendar

BDMWILLIS

Brodie Willis

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The Brief: “To create a 6 month seasonal strategy for the soft launch of a brand new flagship store and the brand new SS22 collection. Through this the brand aims to build a physical local community and encourage traffic to their website.”

Main objectives include: - Communicate store opening and drive footfall - Grow the local community whilst engaging global audiences - Present Leeds as a viable option to that of London Points to consider: - The long legacy of The Corn Exchange - Key touch-points throughout the next 6 months - Instagram strategy (posts, stories, reels etc) - Other social media channels - Store based events - Visual Merchandising in the form of local artists.

- Localised influencers - Keeping the product at the forefront

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Brodie Willis

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Primary Research In order to better understand the intended target audience, a survey was created and broadcast to local facebook groups.

The questioning of the survey aimed to better understand the intended consumer against the demands of the brief. Out of 30 respondents main results included:

"I would follow a local luxury brand on every social media platform."

- 62% Believed they possess a ‘keen interest in fashion.’

- 83% Stated they usually engage with Facebook as their main social media platform, whilst 76% stated Instagram. Tiktok was the third most popular platform (45%), with 17% stating they usually engage with every main social media platform.

- 45% Stated they sometimes engage with fashion related content on social media, with the most popular answers suggesting that this type of content isn’t a priority.

- Respondents stated that a local luxury brand should appear to be engaging (52%), polished (45%) and classy (31%) on social media. They should also have clear product imagery (90%), full sized images (62%) and images of models with the products (48%).

"I would want to see the behind the scenes of a luxury fashion brand on social media."

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Brodie Willis

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Facebook

sjo.online

Facebook

Instagram

Tiktok

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Audit Website link

Location Clear activator

Very confusing content Has explored video in the past

White spacing around posts suggests that the brand are unsure of how to create a consistent aesthetic.

Makes use of Instagram features More engagement on full size images Clear and engaging caption

Currently the brand’s main method of communication comes through that of its large Instagram following. It is clear this is the method the brand feel most comfortable using, however this has resulted in low engagement across all manner of posts due to an inconsistent posting style and mix of both personal and branded content.

Brodie Willis

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Instagram To become more engaging to the target audience the brand’s main instagram account needs to:

Relevant to key objectives Only feature most relevant stories

Return to full sized feed

- Using full size images only! The current use of white bordering is an old trend that some may interpret as the brand not keeping up with the times.

- Content needs to become more brand focused. This will include removing all of the posts of ‘inspiration,’ from the main feed and focusing solely on product/new campaigns. Additionally, personal images need to be taken down. This in itself would look to streamline the brand output and create more of a professional tone of voice. Uptake the 80% engagement and 20% promotion model.

- Highlight section needs to be cleared out. There are too many unfocused additions to this section which has clouded the intention of having this segment on the page. Due to each highlight having so many images, I really cannot imagine any consumer looking through each highlight. Additionally, the amount of highlight’s featured on the page need to be condensed. For example the consumer probably isn’t interested in the founder’s trip to Sicily 180 weeks ago. Highlights that are relevant and in keeping with brand objectives should remain.

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Facebook

Introducing our brand new product for SS22 - The Mini Arc! Inspired by the flux of modern life, this bag works to embrace a sweeping fluid form.

Now available both in-store and online.

Engaging back-story Activator

Full Sized Image!

Make use of key functions

Since Facebook has been noted as being a popular platform among the target audience, we need to ensure it is even more engaging than Instagram. This can be achieved by: - Using full size images only! Facebook is a different platform to instagram and target audience have highlighted they want full sized images.

- Content needs to have more substance. Facebook is a lot more personal conversational than Instagram. This is something that should be played upon by creating much longer captions and really working to highlight the brand story throughout.

- Utilise the tools the platform already has. A big part of the platform is all about building communities. Could you create a members only page in which new releases are teased and more personal stories are shared? This would work to keep the tone of voice professional but also allow for a space to become more personal with fans of the brand.

- Become available on messenger. This would work to open up brand communications and align the brand with much bigger competition. This side of the platform could be used for customer service and general enquiries any consumer may have.

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Brodie Willis

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Visual Merchandising Current product display

Current product display

Desk in the centre of the back wall feels almost confrontational as if shoppers are coming for a consultation Unused space.

Shop feels like more of a showroom due to key areas not being utilised Store’s current use of VM with central point proposed for a new exhibition space.

The brand’s current use of visual merchandising is very minimal and uninviting. The use of empty space within the middle of the room and all the product’s on either wall, feels almost too perfect. This approach does nothing to engage passers-by and those who do not know about the story of the brand may just walk past. In this sense, creating some sort of eye-catching moment within the centre of the shop may prove more beneficial. This could be achieved as part of an artist collaboration or through redistributing product.

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Collaboration Possible artists the brand should look to collaborate with in order to create in-store experiences as well as exhibitions include that of:

Jenny Beard Jenny Beard is a painter working within contemporary painting, and her process is built upon automatic drawing, using digital tools to create and manipulate sketches. Abstract imagery is used to explore optical space, depth, and flatness. The work is open ended and explorative. Beard has had several large scale commissions within recent years.

Nicolas Dixon Nicolas’ work is the embodiment of spiritual depth and meaning, rejecting scientific materialism, nihilism and spiritual bankruptcy. His art integrates body and soul and recognises enduring and underlying principles which have sustained wisdom and insight throughout humanity’s history. Like Beard he has had many industry commissions.

Brodie Willis

Zac Rosso Rosso is a freelance illustrator fascinated by faces, history, geometric abstraction and his local environment. He describes his work as journalistic as he loves to record events as he sees and feels them. He combines analogue and digital drawing materials to create original and ready to print images.

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Tote Bags As a way of engaging the more diverse and unintended consumer groups that frequent the Corn Exchange, the brand could look to explore a range of more affordable products. The first that came to mind when discussing this idea was that of a simple tote bag. Quite commonly used by students as well as those interested in arts and crafts, these bags are usually used often and for a long time. If the brand were to look into creating such a product it would have to be done as an in-store exclusive in order to not diminish the main product lines. This in itself would work to offer consumers who may have not interest in frequenting the store, a chance to connect with the brand in a more alternative way. Additionally since tote bags are so cheap to make and design they offer a cheap channel of marketing if branded appropriately.

The curation of this product could become an event in itself. For example when collaborating with new artists each month, the shop could be open late and the artist could personalise bags on site upon consumer request. This would be a unique way of drawing in more consumers and adding a more personal touch to the brand.

If these events became successful consumers are much more likely to return due to a relationship with the brand being formed through experience.

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BDMWILLIS

Brodie Willis

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Launch Event To mark the opening of the store an open launch event should take place. This should include: - Activation across every branded page on social media (including mailing lists) in order to promote and bring awareness to the event.

- Instagram based advertising for the event (see example). Not only would this approach increase overall brand awareness, but would most likely encourage engagement with the main page also.

In terms of the event itself, I imagine an after hours kind of party in which consumers are invited to look at the new collection and look around the story. Drinks and food are provided and the small space is transformed into an intimate setting. I strongly feel as thought this event should be of an open invite in order to encourage as much engagement as possible. There is also the possibility for collaboration through this event. For example, the artists previously highlighted could be in attendance creating custom artwork. Another route would be to partner with a pre-existing store within the Corn Exchange and have them sponsor the event. For example a collaboration between S.Joon and The Plant Point would work nicely due to the link back to nature and the environment.

Grand Opening 3/3/22

You’re invited! Follow the link above to register your interest. See you soon! Sahar x

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Brodie Willis

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Digital Experience As a way of engaging global audiences with the store opening, we should look to create a unique digital experience for the most loyal of customers. The experience could consist of a live 1-1 with the brand owner or in fact be a pre-recorded video. In this experience the brand owner could show the individual around the new shop and give an insider look at the new collection. To create this the consumer would have to pick a date and time that suits them. A unique code is then sent to them so that they can access the event. In order to make the event more personal, Persian delicacies could be sent to the individual’s house to be eaten during the event. Since the event is private and only for those in remote settings, only email marketing would be required.

This would be a really unique and innovative way of engaging the global audiences. By utilising the brand owner as the main speaker of the brand, we are creating a valuable selling point that many luxury brands no longer have.

Additionally, the inclusion of sending gifts/food that relate to the founder’s heritage works to re-establish brand values and ensure that the most valued consumers truly understand the brand story.

To Sarah, We would like to formally invite you to our brand new digital experience.

This exclusive event marks our brand new store opening and the launch of our new SS22 collection.

Please book your slot using this link here.

Hope to see you soon!

Sahar x

Example email correspondence marking the event.

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Brodie Willis

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Events and Social Media March Events:

- Store launch (28th) and digital event (25th) at the end of the month to allow enough time for advertisement.

Social Media:

- Full preparation for store launch events at the end of the month. This will include full social media and mailing list activation.

- Instagram and Facebook revamps should slowly start to begin.

- Add shop location to website

May

April Events:

- No main public events this month in order to help settle into store.

-Towards the end of the month first collaboration with local artist should begin installation ready for early May launch.

- Press release to local media about digital event.

Social Media:

- Key focus on engagement.

- Uploading pictures from launch event and ensuring this is shown to followers.

Events:

- First artist collaboration installation in shop ready for the 1st. Will be a month long install.

- Artist collaboration event at the end of the month. Making custom art/tote bags.

Social Media:

- Key focus on new artist collaboration. Walk-through’s of the shop and how long it will be there for. Who the artist is and why the brand has aligned with them etc.

- Advertise end of the month event.

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Brodie Willis

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Events and Social Media June Events:

- Second artist collaboration installation in shop ready for the 1st.

Will be a month long install.

- Artist collaboration event at the end of the month. Making custom art/tote bags.

Social Media:

- Key focus on new artist collaboration. Walk-through’s of the shop and how long it will be there for. Who the artist is and why the brand has aligned with them etc.

- Advertise end of the month event.

July Events:

- Third artist collaboration installation in shop ready for the 1st.

Will be a month long install.

- Artist collaboration event at the end of the month. Making custom art/tote bags.

Social Media:

- This will be the last artist collaboration therefore more social media activity is required than before.

- Advertise end of the month event and tease future plans for AW22.

August Events:

- Cool down from all of the artist collaborations. No public events in preparation for AW22.

Social Media:

- Cool down period.

- Need to ensure all images from each event have been uploaded and stretched as far as possible.

- Social media platforms should have seen an increase in engagement due to branded events and new posting style.

BDMWILLIS

Brodie Willis