LE RÊVE BY MARTA OLTRA - COMMUNICATION TECHNIQUES by Marta Oltra Roig

LE RÊVE MARTA OLTRA ROIG BA Fashion marketing & communication, Level 6, 2021-2022 6FAMK005C Communication Techniques and Strategy 3 CWK1 Cristina Lastra, Agata Zdziarska 5.645 WORDS

TABLE

OF CONTENTS 1. INTERNAL ANALYSIS 2. COMMUNICATION HISTORY 3. INDUSTRY TRENDS 4. COMPETITIVE ANALYSIS 5. PROBLEM/OPPORTUNITY 8

6. COMMUNICATION OBJECTIVES 7. MESSAGE STRATEGY 8. the creative idea 9. SOCIAL MEDIA STRATEGY

10. CALENDAR

11. THE METRICS 12. THE BUDGET 13. ANNEX

HISTORY OF THE BRAND

NEW

BRAND

e Rêve is a spanish brand founded in Barcelona in 2021 by Marta Oltra, a 20-yearold girl who lives in Sant Cugat.

ne wear but they don’t know where to find them. They are also increasingly trying to avoid buying at fast fashion brands in order to contribute to the planet but it is difficult for them if they don’t know local brands at a reasonable price. And this is how Le Rêve was created; original clothes at an affordable price.

Le Rêve was created with the aim of providing young girls from Barcelona dresses with individuality to wear both for special occasions and casual wear, at a reasonable price.

The brand launched its first spring summer collection in June, 2021. The collection was a tribute to the fearless and working girl, with bold, colourful and wild patterns. The drops included long dresses, kimonos and elegant crop tops.

The founder realised that Gen Z and millennial girls from Barcelona struggle to find original clothes with good quality-price relation, out of fast fashion brands. They would like to find clothes that not everyo-

“A TRIBUTE TO THE WORKING, FEARLESS GIRL” 13

"AN EMPOWERED COMMUNITY" MISSION AND VISION STATEMENTs Mission: Encourage Young women to challenge their status quo by creating, working and being fearless girls. Vision: Become a community of women where we help each other and empower ourselves, following our dreams together.

"YOU MAY SAY I'M A DREAMER" L

e Rêve tells a story of the founder and the reason why this brand was created. The brand wants to communicate passion for what everyone likes and how to go for it. Each one has her dreams and they are not fulfilled if you do not go for them with all your strenght. The brand tries to untap each person’s dreams and encourage them to make it happen. Like this, the brand is trying to build a community of women in which we become working, fearless girls.

Together we can give each other strength and have that illusion to do what you want to achieve. We want to communicate a liberal woman, who follows her instincts and her interests, a fighter, true to herself, knows what she wants, or maybe not, but she will find her way. She always following her instinct and her soul. An elegant, respectful, funny, shy woman, but at the same time BOLD.

he target market of Le Rêve are girls from Barcelona ranging from 18 to 28 years old who are keen on fashion and like to follow fashion trends, buying fashion magazines and active on social media. If we do a geographic segmentation, we are targeting girls who live in Upper-Diagonal; Sarrià, Pedralbes and Bonanova. These girls usually buy in fast-fashion brands but they will also invest in high-fashion brands for accessories or if they

see that is a trend. Brands like Zadig&Voltaire, Gucci, Maje or Isabel Marant. They move a lot by the trends of society and what everyone wears. When one of them starts to wear it, then they all want it. They also like to follow local influencers on Instagram that are also from the same circle as them, on Instagram and TikTok. They will trust a brand if they see that other girls from the same social atmosphere wear it and if it is a trend.

CONSUMER PERSONAS. Hello, my name is Georgina and I am 21 years old. I am studying Public Relations at UIC Barcelona and I love fashion. I live in Pedralbes and I usually travel a lot and spend my summers in ibizaAAA! I love buying at zara but i also like to find different things in local stores. 18

MEET ME ON INSTAGRAM! I LOVE going to GOOD RESTAURANTS with my GIRLFRIENDS; ALSO WHERE there is A LOT of PARTY! BELLA' S, EL NEGRO-ROJO and ISABELLAS are WOW. 19

CLAUDIA TORRAS. 26 Claudia works in a marketing she goes out as much as she can. company that collaborates with She is out-standing, elegant and fashion brands around the world. sexy. She always tries to buy in small brands that have very different cloShe is a “free-soul” and likes to travel thes so that she can catch others’ a lot. She comes from a good family. attention with her bold looks. She spends her summers travelling to different islands and

BLANCA SOLER. 50 Blanca is 47 years old an has her own pharmacy, where she works every day. She has a family, three childs, and a high social status. Every week, she has dinners with her friends and sometimes events or birthday parties. On vacations, she ussually travels with her family or friends. She is into fashion, following trends through magazines and also on Instagram.

POTENTIAL / SECONDARY TARGET

She has a young and “hippie” spirit, and even though she is kind of old, she keeps dressing her own way, alaways elegant and chic! She always goes for the good quality and “affordable” price for her, which is higher than most of the poeple. She mostly buys in local stores located in Muntaner, which offer mid-range products.

"COSMOPOLITAN, FEMININE & BOLD" The Brand is positioned as a mid-range fashion brand for young girls who live in Barcelona or outskirts. The brand offers a good quality-price relation; the dresses can range from 85€ to 120€ and they are handmade in Barcelona, using exquisite patterns and fabrics, which is what differentiates the brand from its competitors.

“YOU CAN DO A LOT WITH VERY FEW”

he brand started with an approximate budget of 2.000€, which most of it went to the design process and to have a designer who would made the clothes. When doing the different shootings and “editorials”, the models used were friends of the founder, which was a big help for the brand.

munication and marketing area, and two fashion designers that also facilitated their studio in Barcelona. The brand used the studio / workshop to attend the customers who wanted to try on the dresses. It’s incredible what you can do with such limted budget! However, the brand had some issues to organise the money so as to have enough to promote the brand.

As part of the company, we can say that the team was joined by the founder, which was in charge of all the com-

THE OBJECTIVES. BECOME THE PREFERRED BRAND FOR YOUNG GIRLS RAISE AWARENESS IN UPPER-DIAGONAL ACHIEVE UP TO 1K FOLLOWERS.

COMMUNICATION HISTORY

"BUILDING LE RÊVE WORLD"

ince Le Rêve was founded in 2021, the brand has only launched a spring summer collection named “THE FEARLESS GIRL”. This first collection was released with the objective of communicating to the potential target the reason why Le Rêve was created, the storytelling, in order to first establish a relationship with the audience and define the main target.

of the brand, the strategy was simple and focusing mainly on one channel; the brand’s Instagram account. (@lerevevibe) The brand took Instagram as their main communication channel because is the social media platform their potential target uses the most in their everyday lives.

The first collection was kind of a “testing” to see whether the brand had potential or With the first collection, the not. By the end of the sumbrand also wanted to com- mer, the brand witnessed a municate the brand identity, great result in terms of sales. the world, and connect with However, the relationship the audience emotionally. with the customer is still not defined by loyalty and trust. Due to the limited resources

COMMUNICATION ON INSTAGRAM.

o start communicating the brand identity and define “Le Rêve World”, the brand created its Instagram account months before the launch of the first collection, to start raising awareness in Barcelona.

cipate in the process of creating the pieces. Like this, the brand started to establish a relationship with themAsking them their preferences, their desires and letting them choose which patterns they liked the most.

The Instagram feed defined Le Rêve World, communicating a sophisticated and feminine girl, who also like to be a little wild. The universe of Le Rêve was kind of a city vibe mixed with elegant and minimalistic summer spots. This mix expressed how The brand wanted to communicate a “Le Rêve Girl” behaved; a mid-high strong woman, a powerful and bold class woman who lived in a wild city vibe to get with its target audience. and spent her summers in paradise. Posting pictures of “inspiration”, sharing quotes, collages made by the founder, possible looks with dresses, all about inspiration and sharing the brand’s beliefs.

Also, raising curiosity about what The Instagram feed also expressed was coming up, showing videos of a magazine vibe; editorial design, the patterns and giving the opporcollages and starring muses of the tunity to the first followers to partipast decade. All about inspiration.

COMMUNICATION

TRENDS

1#ARTIFICIAL INTELLIGENCE Al-powered personalization tools are becoming more and more important to communicate with our customers and maintain a relationship with them. Personalised customer experiences and a better purchase journey for them is something that could give the brand an advantage to its competitors.

2#METAVERSE MINDSET New digital currencies, games and virtual fashion The metaverse offers creativity, community building and entertainment. The NFT’s will continue rising and gaining popularity among young generations. The crypto fashion is definately a trend that many brands are already using. One of our competitors, Laagam, has already taken this trend.

3#SOCIAL SHOPPING A new functionality that makes the purchase process for social media users easier; from discovery to check-out. Brands should double-down on tailored in-app purchase journeys and test opportunities in technologies such as livestreaming and augmented reality try-on. It is also very important to have the “shop” on Instagram and other social media platforms updated.

*This section has been extracted from my project for Entrepreneurship, since it was also about my brand*

TOO WIDE. We have to specify more and focus on one generation. In this case, we choose Gen Z and early millennials.

COMMUNICATE TO THEM.

THE TARGET.

The relationship with the customers is still not close. wE ARE NOT TRUSTWORTHY. We have to

GET CLOSER.

SURPRISE THEM!

The delivery of the core message and storytelling. The brand has a clear storytelling but the delivery of the message could be communicated in a more powerful way!!

E RÊVE

ME TO L

WELCO

ging encoura e aim of the a with th girls with Barcelon fearless y love, born in ave like what the quo, beh all brand s u ing with e is a sm heir stat nd work “ L e R êv allenge t reating a rls to ch forces, c young gi r what”. the next no matte become power to

WERE YOU EXPECTING Le Rêve is now taking on the IT? city stronger than ever. What’s next? Let’s make noise!

he brand started communicating its mission with the first collection named “The Fearless Girl”. However, the brand hadn’t had the chance to take any action which could engage strongly the customers due to the limited resources of the brand.

happen and encourage each other to became the next forces”.

But now, we want to create noise, surprise our city, Barcelona in the strongest and most powerful way, as women are. Le Rêve is a very small project, in which there is still a Fortunately, the brand now has lot to develop and improve. the opportunity to relaunch the project if it does a good use of We want to cath the attention the resources and stronger than of the audience by taking them ever. The core mission keeps be- by surprise, either in the street ing the same as always; “To crea- or in a restaurant. We also want te a community of strong women them to feel emotionally inspiwho want to make their dreams red, with art, music and fashion.

"A RE-LAUNCHING OF THE BRAND" WHY creating a new communication strategy? The first collection of the brand, named “THE FEARLESS GIRL”, was a test to see if the brand had potential to continue. Now the brand has the opportunity to become a solid brand doing a relaunching, doing a good use of the resources. Redefining our positioning and specifying it, setting up our universe in a visual way and strenghten the community the brand was building will be done in a one-year communication strategy. This strategy will be based on deliverying the storytelling of the brand with real actions, changing and improving the way we communicate to the target audience.

Raise awareness of the brand in Barcelona. Create noise.

Increase participation

on Instagram account. More comments, likes

and followers. Receive feedback from them.

Achieve a trustworthy and close relationship with our customers.

“A MORE SPECIFIED TARGET” One of the problems of the brand is that the target is not clear, it has very different audiences and it is very difficult to control it, since it is a very small brand. Specifying and limiting our target we can have more control over it and will be easier when setting up our communication strategy.

e are going to be focusing on young girls from 20 to 28 years old from Barcelona and outskirts, such as Sant Cugat. These girls have a high-standard of living and they are still living with their parents or just left home. These girls usually spend a lot of money on clothes because they love fashion and dress well. They care a lot about their appearance and this makes them a bit insecure.

on girls that like to stand out or they are bold when dressing. They like to be well dressed-up when they have a dinner with their friends or when they go out to a club. Also, their style is a mix of sexy, bold, feminine and posh, which related a lot to our brand. They like to be casual, spontaneous, because this is what makes them attractive. And what’s more important, they follow the trends but if they see something different which is not a trend Now we are going to focus on more but still they like it, they will buy it

What happens at this time TIME of your Girls are either at university or entering the professional world. It is an age where girls are witnessing many changes in their lives, they are becoming adults, with responsibilities and real problems.

They might be lost or with fear of not knowing what to do with their lives. Some of them still don’t know what they like or what are they going to do in a close future. They might need help and something that makes them feel safe, something to hold on to. THEY NEED TO SEE NEW THINGS, THEY NEED TO BE SURPRISED, THEY NEED TO FLY! They need to get out of their bubble and discover and experience the world.

CONSUMER PERSONAS.

GIRLS, It's TIME to START DREAMING AGAIN! WHAT IS OUR DESIRED OUTCOME? Spread the storytelling and connect with the girls in an emotional way, to later create the community we are trying to build. We want to “recruit” those girls who are willing to change, discover their selves and become stronger than ever.

MESSAGES DELIVERED 56

REMAINCHAL LLENGE TRUE THE STANDAR RDS DISCOVER YOURSELF WO ON WORKTO YOUSUCCEED BE BOLD! 57

Introducing

THE FEARLESS GIRLS The core message and the storytelling will be delivered by “Le Rêve Girls”. We think that the best way to treat young girls and change their behaviour, as well as make them think, is showing other girls, inspiring girls, behaving that way. We have witnessed that girls tend to follow what they see that other girls do. So, to deliver our message, we are going to create a group of girls, which we could call “brand ambassadors” with which our target will feel inspired by them, not because of their appearance but for their inside, their vibe, what they represent. And we will create a story behind them. We will create “characters”.

THE INSPIRATION!

BUT, WHAT'S THE ROLE OF OUR fearless GIRLS? “"SHE IS A DREAMER SHE IS AMBITIOUS SHE IS FEARLESS" Le Rêve Girl is a self-confident woman who always tries to challenge the standards, both herself and society’s standards. She is a working girl who works hard to achieve what she wants. Nothing can’t stop her. She like to party a lot, spend time with her friends but also spend time alone. She enjoys being alone.

to do. Work, create, fly and become strong characters. Each “Le Rêve Girl” will represent something and have its character, its storytelling. Each of them has to show her beliefs, her way of living, her lifestyle.

She is an icon for their beliefs; she will represent and express what every girl has

MEET FEARLESS SOFIA. 21 YEARS OLD.

FEARLESS JULIETA. 25 YEARS OLD.

FEARLESS JULIETA LLACUNA. 23 YEARS OLD.

FEARLESS ALEJANDRA. 22 YEARS OLD.

FEARLESS CRIS DE LA CONCHA. 24 YEARS OLD.

FEARLESS CLARA KONG. 24 YEARS OLD.

"WHO SAID FLASHMOBS IN THE STREET?"

e have identified different problems that Le Rêve has and that we should take as an opportunity to strengthen the brand and become solid. One of the major problems is due to the limited resources the brand had in its begginnig, in the way they delivered the core message, the storytelling. The story was communicated through the brand’s Instagram account through quotes and images, but not taking any further action, real actions.

to feel that they have something in common. And that is why we are going to surprise them with FLASHMOBS IN THE STREET; a series of fashion shows, including dancing, that will tell our story in an original way.

We want to bring young girls their illusions to create, to follow their dreams, back. We want to awake their strength to do what their like and fight for it. We want to see that they work hard to achieve their goals, as Nowadays, young generations well as becoming self-confidents. want to be surprised, see different things in order to awake them Fashion shows are something in real emotions and feel identified which many young girls who are with that. They need to feel that keen on fashion have always dreathey belong to that brand and med of. Fashion shows inspire what they are doing. They need and let you discover new things.

COVER F

or the moment, we have planned two flashmobs, that will take place during our oneyear communication strategy, so that we have enough resources and time to plan the shows. The objective with this flashmobs is to raise awareness of the brand, start constructing our community of girls to, later, create “Le Rêve House”, a place where our girls will be able to get inspired with Talks, meet other girls, relax and enjoy the activities that will take place in the house.

These fashion shows will be protagonised by our FEARLESS GIRLS, who will be parading and communicating our core message; challenging our standards, having no fear of creating and doing what you like. We want to create the desire of being like them, behaving like them. It is not about their physical appearance but for their vibe. They have to see them as a force and a source of inspiration.

GIRLS 66

THE CREATIVE TEAM PHOTOGRAPHER/ VIDEO PRODUCER

This person will be in charge of recording and capturing everything of the fashion shows to, later, post it on our social media accounts. This also includes editing.

MAKE-UP/ HAIR STYLIST A n artist who will be doing all the beauty work for the models that will be parading in the show.

FASHION STYLIST In this case, the founder of the brand will be in charge of the stylisms for the shows and the art direction. Designing the space and the fashion looks.

SOCIAL MEDIA ASSISTANT

This person will have to update and post all the content that goes to our social media accounts at the right moment. Also doing lives and interacting with the users.

LE RÊVE TAKES THE STREET

"HOW WOULD IT LOOK LIKE?"

ur girls will start walking down the street in Rambla Cataluña with our looks from Le Rêve, interpreting a fashion show. The venue will be in Rambla Cataluña, since we are trying to catch the attention of as much people as possible. People, who will be sitting on the terraces or just walking down the street will not expect the show. The idea is that first, we will start playing the music so that people can start thinking what is happening and pay attention. When

the music starts, the models will start walking down the street with their extravagant looks. During the performance, the models will be leaving a card on the tables of the bars so as to let people know who is doing this and why. The show will be short, it will last 10 minutes’ maximum, but it is an opportunity for us to raise awareness and start recruiting our audience. It is a way to start gaining more followers on Instagram and see who is interested in the brand.

O M

! B

H S A

L F

MOCK

UPS 70

"A BURLESQUE NIGHT"

ur second flashmob will be more focused on art and music. People is having dinner in a restaurant and, suddenly, the music starts to play and a group of dancers/models go up the table and start to perform a dance with incredible looks. This show is more focused on our target; young girls from our geographical segmentation who usually go to this type of restau-

rants to have dinner and drinks with their friends. There will also be a singer who usually performs in this restaurant every Thursday, and a Dj playing the music. This show will be more sophisticated, burlesque. The models will be wearing our collection of long dresses with masks. We want to show the party and fun side of our brand.

LOOK & FEEL

SOCIAL MEDIA STRATEGY

F Y I L IT Y C T

IMPROVING OUR SOCIAL MEDIA STRATEGY!

I C E F I L

INSTAGRAM. ONE AND ONLY COMMUNICATION CHANNEL FOR NOW.

EXPAND TO OTHER SOCIAL MEDIA PLATFORMS

TIK TOK

DELIVERY OF OUR STORYTELLING CREATING A STORY THROUGH OUR FEARLESS GIRLS. THE CREATION OF “CHARACTERS”

THE CONSTRUCTION OF “LE RÊVE WORLD”

e Rêve started only using Instagram as their main communication channel, since it is the social media platform most used by our target audience. However, using only Instagram to communicate with our customers and attract new ones is not enough if we want to raise awareness and generate leads. We will keep communicating the same image, a city girl, sophisticated, colourful and fun. However, now we will go further, strengthening our tone of voice in order to make it more personal, and also providing more content to our audience.

C I T Y

GIRLS

The brand will be expanding its communication to Pinterest and TikTok to arri- O P E N I N G ve as much girls as possible. O U R According to our tarHORIZONS get audience, these social media platforms

are the ones most used nowadays and we can provide original and useful content in different ways. Instagram will keep being our main communication channel, to achieve this close relationship with our customers. With Pinterest, we will be providing more inspirational and artistic content and TikTok will be more entertaining and fun. Through these three social media platforms we will be building “Le Rêve World”; a universe where our customers or viewers will be able to connect with us in an emotional way, sharing the same beliefs. The FEARLESS GIRLS play a very important role here; they will be the ones delivering the message through editorials, videos, talks and much more.

RÊVE WORLD GIRLFRIENDS, COSMOPOLITANS, le FEMME FABULOUS, HEARTBREAKERS, GLITZ&GLAM, JOURNALS, MISTERY, SELF-CONFIDENTS, ECLECTICISM, FUCSIA, BOOKS, EDITORIAL DESIGN, COVER GIRLS, SPARKLES. 82

History of “Working girl”, History of city, fearless girl.

INSTAGRAM. “A FASHION MAGAZINE” “Delivering short-live and inspirational content through talks, lives, articles, tips and our Fearless Girls”

ur Instagram account will keep the same line as always but delivering even more content. We have to be more active and provide short-live content. Editorial design is part of our brand, so we are going to strengthen this. The Instagram account will be a sort of “fashion magazine”, with its articles, editorials and tips; all about self-confidence, dreams and goals and beyond.

LESS GIRLS. Their routines and life in general. They will also be talking about different topics related to fashion, beauty and lifestyle. The idea is that our public can feel inspired by them and see them as someone in who they can rely and trust. They will play as “brand ambassadors”.

Our Instagram account will also tell the story of our FEAR-

INSTAGRAM SET UP what "sex and the city teached us?

FEARLESS SOFIA

GOLDEN GIRL

FEARLESS ALE SPOTTED 85

LE RÊVE WORLD ON PINTEREST

MADE

TO INSPIRE

We will be using Pinterest as a tool to provide our customers everything that inspires us to build our world. Editorial design, magazine covers, colours, patterns, muses and much more. Apart, we will also have our “shop”, where they will be able to buy our collection directly from Pinterest and see different looks.

PAID MEDIA

n order to advertise these flashmobs and the brand as a result, we are going to use paid media, which will be our major source of advertisement. We want to make these flashmobs viral, so we are going to collaborate with local influencers from Barcelona that appeal to our target audience, in order to promote the “event” and the brand. These influencers will be invited to join and see the flashmob, but without telling them what it is about. We will just tell them the place and the venue. We will collaborate with a total of nine influencers, who are millennials and Gen Z

from Barcelona or outskirts, such as Sant Cugat. These influencers have similar audiences but varying on ages and lifestyles. However, they all appeal to our potential audience. These influencers will be in charge of promoting the flashmobs on their Instagram accounts before and after the flashmob. The pre-event promotion will last a week, when they will have to post the flyer and explain what they know through instastories. We will also be using Instagram Ads to promote the events.

INFLUENCERS COLLABORATING

“MIXING DIFFERENT LIFESTYLES, VISUALS, TONES OF VOICE AND CREATIVE CONTENT, BUT THEY ALL HAVE SOMETHING IN COMMON; THEY ARE OR EXPRESS SELF-CONFIDENCE AND NO FEAR OF BEING THEIR TRUE SELVES” 88

ARES AIXALÀ. 164K FOLLOWERS

JULIETA PADRÓS. 150K FOLLOWERS

ANDREA BELVER 386K FOLLOWERS IONA DOWNS 80K FOLLOWERS

MARIONA AUTRAN 184K FOLLOWERS

MONICA BALLBE 40K FOLLOWERS JENN MUCHELAS 356K FOLLOWERS

ANDREA BENHAMOU 132K FOLLOWERS

OWNED MEDIA OUR VIDEOS & FASHION EDITORIALS

Our FEARLESS girls, who will be the ones starring in the flashmob, are part of our owned media. They will have two roles; acting as influencers when promoting the event and the whole brand but also as models when parading in the fashion show.

CONTENT ON OUR INSTAGRAM, PINTEREST AND TIKTOK!

SHARED MEDIA S S E L R A E F M A #I HASHTAGS/ TAGS: We will create a hashtag named #IAMFEARLESS with which people will be able to share pictures and videos of the flashmob on Instagram. Also, this hashtag will serve to identify our brand and engage our community of girls. The idea is that the influencers make this hashtag viral, posting pictures with our clothes, during and after the event. WORD OF MOUTH: Since it is a small brand that has just began, the help of our friends and family, posting and tagging us on Instagram will be worth it to raise more awareness. In the beginning, the word of mouth is very important and in our close circle is where everything begins. Even though most of their followers might not be our target market, it is useful to gain followers and participation on social media accounts.

EARNED MEDIA PR/ PRESS RELEASES: Since we want to make this event viral and let people know and talk about it, we will be sending a press release to different magazines from Spain, online and offline magazines about fashion and lifestyle, informing about date and venue. INFLUENCERS ENGAGEMENT: our collaborations with the influencers llowers, shares, likes and comments. fluencers will be a huge investment for

All the results we get from during this year, including foCollaborating with such inus but we expect good results.

Also, the engagement we get from our Fearless girls’ followers will be worth it.

SOCIAL MEDIA CALENDARS

To measure the effectiveness of the event and see if the message has been well transmitted, we would do a survey to the journalists that assisted to the event asking them some questions about what they felt living the flash mob. -Engagement rate: We want to see if our engagement rate on Instagram has increased since the first flashmob, to see if our strategy was successful or not. One of our objectives was also to increase the audience participation on our Instagram. We expect to see an increase on followers, comments and likes. We want active users, in order to have this close relationship with the customers.

-Share of voice: We also want to benchmark our success in comparison with our competitors. Since Le Rêve is a new brand, it is very important to be well positioned and see the evolution of the brand. -Conversion rate: Obviously, one of our business goals is to increase conversions. We are recruiting leads that we want to turn them into buyers, so it will be very important for us to calculate the conversion rate since the beginning of the one-year communication plan. The impressions and reach of a post is very important to calculate the awareness our brand is having. To raise awareness is our main communication objective, so we need to see how many times our posts show up in someone’s timeline. When we are announcing the flashmobs (without saying what it is), it is very important to know if this post is being seen.

annex.

1. COMPETITIVE ANALYSIS- BENCHMARK

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101

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BUDGET We have a total budget of 15.000€ to spend in this one-year communication strategy. We are going to spend more on hiring our “fearless girls” and collaborating with influencers. Also, the creative team we are hiring will be an important part of our spending. Related to advertising and promotion, we will only be paying for Instagram Ads and probably Google Ads as well. For the flashmobs, we will be paying for the venue in the case of the restaurant and for music equipment and decorations.

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