Digital project (c) Copy Right Christina Thordal Andreasen by Christina Thordal Andreasen

#theartofyou

COMMUNICATION PROJECT REPORT (INDIVIDUAL) 50% QM CHRISTINA THORDAL ANDREASEN BA FASHION MARKETING & COMMUNICATION LEVEL 5, 2017-2018 5FAMK001C DIGITAL FASHION COMMUNICATION AND MARKETING CWK2 CRISTINA LASTRA, J.A. GUERRERO, JOAN ALVARES, JAVIER OTIZ-OLAVE WORDS 1560 (OUTSIDE ACTIONS SHEETS)

TABLE OF CONTENTS 1. INTRODUCTION & METHODOLOGY..................................................................................p.4 2. INSIGHTS.................................................................................................................................p.5 3. ADVERTISING CONCEPT .....................................................................................................p.6 4. COPY STRATEGY....................................................................................................................p.7 5. STRATEGIC BRIEF.................................................................................................................p.9 6. ADVERTISING STRATEGY..................................................................................................p.10 6.1 CONCEPT.........................................................................................................................................p.10 6.2 OBJECTIVES....................................................................................................................................p.10 6.3 ADVERTISING ACTIONS................................................................................................................p.11 1.2.1 GRAPHIC ART CREATIONS .....................................................................................................................p.11 1.2.2 DIRECT SELLING (E-MAIL MARKETING)...............................................................................................p.12

7. SOCIAL NETWORKS.............................................................................................................p.13 7.1 LEAD MANAGEMENT..............................................................................................................p.14 7.2 POES .............................................................................................................................................p.15 7.3 ONLINE ADVERTISING - PAID MEDIA .......................................................................................p.17 7.4 CONTENT STRATEGY -OWNED MEDIA .....................................................................................p.18 7.4.1 INTRO .......................................................................................................................................................p.18 7.4.2 VIDEO CREATION - TV COMMERCIAL AND YOUTUBE - OWNED MEDIA..........................................p.18 7.4.3 SUPPLEMENTARY YOUTUBE CONTENT ...............................................................................................p.20 7.5 FACEBOOK CONTENT - OWNED MEDIA ..........................................................................................p.23 7.5.1 OBJECTIVES.............................................................................................................................................p.23 7.6 INSTAGRAM CONTENT -OWNED MEDIA ..................................................................................p.24 7.6.1 OBEJCTIVES..............................................................................................................................................p.24 7.6.2 CONTENT SCHEDULING (DAILY PLAN FOR WEEK 1)...........................................................................p.25 7.7 CONTENT STRATEGY - WEBSITE - OWNED MEDIA ..............................................................p.26 7.8 CONTENT STRATEGY - ONLINE PR - OWNED MEDIA ..........................................................p.27 7.8.1 LIST OF MICRO INFLUENCERS...............................................................................................................p.27 7.8.2 MICRO INFLUENCER CONTENT.............................................................................................................p.28 8. PR & EVENT............................................................................................................................p.29 8.1 OBJECTIVES ..................................................................................................................................p.29 8.2 BRAND TERRITORIES ..................................................................................................................p.29 8.3 REINVENTED PRESS-RELEASE ................................................................................................p.30 8.3.1 CONCEPT....................................................................................................................................p.30 8.4 EVENT: ART EXHIBITION ............................................................................................................p.32 8.4.1 CONCEPT......................................................................................................................................p.32 8.5 EVENT: SUNDAY LUNCH .............................................................................................................p.35 8.5.1 CONCEPT......................................................................................................................................p.35 8.5.2 GUEST LIST...................................................................................................................................p.35 9. CALENDAR AND ORGANISATIONAL FRAMEWORK.....................................................p.36 8. BUDGET AND FINANCIAL PLANNING..............................................................................p.40 8. EVALUATION TOOLS..........................................................................................................p.42 8. BIBLIOGRAPHY.....................................................................................................................p.43 8. ANNEX.....................................................................................................................................p.47

1. INTRODUCTION & METHODOLOGY

#theartofyou Following report seeks to create an integrated communication plan based upon the communication platform projected in previous coursework (CWK1), in which emphasis is given to developing an improved advertising strategy for the marketing initiative by the German discount supermarket chain, Lidl, in fashion collaboration with German supermodel, Heidi Klum. The proposal objective remains as from CWK1 in changing the challenged consumer perception on purchasing fashion in the discount supermarket chain, Lidl, as for why this study includes a thorough strategic brief on an integrated communication plan for social networks, below the line PR initiatives and a financial evaluation of selected solutions within these areas.

Objectives will additionally be explained under each of the three aspects of the communication mix: advertising, social networks, PR and events.

Change the challenged consumer perception on purchasing fashion in the discount supermarket chain, Lidl, to socially acceptable and as a clever/ convenient, yet fashionable solution.

Recommunicate the brand values of Lidl through a slightly humoristic, shareable and relatable storytelling in order to recommunicate the brand identity to isolate/stress brand territories.

Create awareness on the fashion initiative in the proper local manners and on the appropriate online/offline platforms relating to the target

Enlarge the brand community by expressing the Lidl/campaign (#theartofyou) values through experiences

2. INSIGTHS 2.1 CONSUMERS

According to AdHoc research, the Spanish mar-

mer demand for convenient and price conscious, yet trendy clothing. Yet, these women and their shopping behaviour is collectively influenced by gender roles, family dynamics, language and cultural norms and are highly relying on trusted social opinions rather than experts to inform on purchase decisions (Ramirez, 2015). For that reason, Lidl introduced the fashion collaboration with the German Supermodel Heidi Klum, yet the collaboration is challenged by lack of authenticity and the unrealistic setting for the #LETSWOW campaign located in a fake supermarket, undermining the real shopping circumstances of ordinary women as well as the importance of localisation.

ket holds a substantial customer base for discount clothing, as the findings show that nearly half of the asked Hispanic women in the age of 30-50 years old, (48,5%), buy or have bought clothing in a supermarket. 60% of these women moreover tend to buy nonfood categories such as clothing impulsively when shopping. Additionally, this 60% of women prefer to pay less for the â&#x20AC;&#x2DC;latest trendsâ&#x20AC;&#x2122; or according to the perceived quality of the product. Nevertheless, they prefer to shop clothing in traditional stores separated from the supermarket. Furthermore, research on consumer insights has proven that current time-consuming lifestyles support and increases the consu-

2.2 CHANNELS

Lidl lacks promotional ability to drive the change

all the online content and several in-store departments created by Lidl, as for why both online and offline distribution of the clothing loses the collaboration purpose of being accessible, quality conscious and trendy. On the contrary, it gains a feeling of discount and disorganisation, with the result of a bad shopping and brand experience.

of customer perception of the discount supermarket chain through all their mediums post collections launch, as for why the collaboration products become products of coincidence and impulse purchase instead of determining or at least complementing the shopping destination. The clothing simply drowns in

2.3 COMPETITORS

Insights have additionally shown that Lidl must

brand from its discount reputation primarily based on price consciousness. Additionally, Lidl must continue its initiative of changing both the challenged consumer perception and brand territories.

concentrate brand territories by recommunicating the brand value proposition in order to distance the

2.4 MAIN INSIGHT

Give authenticity to the Lidl clothing campaigns 5

3. ADVERTISING CONCEPT In light of the previous report’s research and crea-

sed campaign are found through the execution and visual operations, in which the setting is changed from a fake-setting supermarket to shifting art frames and everyday situations of Mona Lisa wearing the collection items in a local environment for the upcoming collection, Lidl’s esmarabyyou AW19 collection. As Heidi Klum already is established as a collaborative and aspirational component for this collection, this proposal gives emphasis to values such as authenticity and humour, as she as a figure is replaced by Mona Lisa and the campaign hashtag #theartofyou throughout the all campaign content. This campaign direction is chosen in order to encourage a slightly humoristic and shareable element to the campaign, as well as to celebrate authenticity and represent the art of the “real” customer of Lidl; ordinary, mature and diverse women.

tive brief, the proposal suggests a continuation of the objective of changing the challenges consumer perspective of purchasing fashion in the discount supermarket chain, Lidl. However, this continued marketing strategy includes various changes for the campaign to succeed. These challenges are firmly met by embracing modifications of the existing online- and offline brand communication and customer experience throughout all mediums. The concept moreover addresses a similar message as the previous launched #LETSWOW campaign led by Heidi Klum, which exists in an emotional and empowering connection by pairing ordinary mature women (30-50 years old) with fashionable convenience and a related social acceptance to purchasing fashion in a supermarket chain. Differences between the previous and propo-

Image from (Pinterest.com)

Image from (Andreasen, C.T., Bachman, M.L., Bueno, A.C., Moreno, I., 2018)

4. COPY STRATEGY MAIN OBJECTIVES

AUDIENCE

thing being low quality and undesirable. This change is enabled by recommunicating the Lidl discourse by applying a communication strategy for the clothing department based on authenticity, localisation, humour and joy as well as physically and digitally separating the clothing from the general supermarket feel. This attempt to change the consumer perception will additionally assist in creating a desirable two-way communication and environment between consumer and brand.

in the age of 30-50 (matured and responsible state of life). Working women have assumingly established a family with a fixed income. She has strong family values however, quality time with friends is of high importance to her in order to balance her spare time between family and friends.

PROMISES

COMPET. ADVANT.

products of best quality at lowest price, along with a wide product portfolio and a high level of convenience. Moreover, the product style enables an up- or down-dressing depending on the specific occasions for example work, dinners parties, dates or casual situations. Convenience, accessibility and a clever solution. Good quality for a good price. Diversity â&#x20AC;&#x201C; fashion for every woman. Authenticity, joy and humour. Local-orientated. Fashionable clothing for a mature audience

non-food department with a good quality and good prices, creating a feeling of a lifestyle brand. Quality, price, design, convenience

CONSUMER BENEFIT

TONE OF VOICE

Change the social misconceptions of Lidlâ&#x20AC;&#x2122;s clo- The target consumer is Catalan (Hispanic) women

The campaign is promising every woman trendy Hypermarket that offers both food department and COMPETITORS

Primark, Carrefour, Hipercor, Alcampo

Convenient and fashionable lifestyle.

The tone will be kept honest, familiar and fun comple-

ted by emotional, surprising and embracing means. Cool, fashionable, fun, surprising, relatable, fresh.

Image from (lazy.wordpress.com, 2015)

5. STRATEGIC BRIEF INTRODUCTION

“A humoristic and emotional celebration of fas-

and 4. Creation of brand experience. The hashtag #theartofyou will be as the ‘red thread’ through all content accompanied by the Lidl logo and will be further explained in the following content strategy. The overall campaign feeling will exist as humoristic with local preferences, (Mona Lisa in Barcelona’s locations), without addressing over-simplification and cultural clichés. The language will be kept Catalan in order to respect the market and its cultural values, in order to match the targets shopping behaviour and to create a local and shareable element to the campaign.

hionable and affordable clothes for ordinary women.” The campaign direction works under the hashtag #theartofyou to encourage a slightly humoristic and shareable element to the campaign, as well as to celebrate authenticity and represent the art of the “real” customer of Lidl; mature and diverse women. This concept will be present in all proposed actions throughout the strategy. The main actions of this 360-degree campaign exist in 1. Graphic art creations of Mona Lisa in art frames and in daily situations, as a front figure for the art of ordinary women and their everyday life, wearing the collection pieces made by the Spanish artist Ignasi Monreal (for all advertising actions TV ad, billboards (large-scale posters)/ panels, online content, PR etc.). 2. Improvement of owned online channels, 3. Collaborative content

#theartofyou 9

6. ADVERTISING STRATEGY 6.2 OBJECTIVES

Change the challenged consumer perception on purchasing fashion in the discount supermarket chain, Lidl, to socially acceptable and as a clever/ convenient, yet fashionable solution.

Create awareness on the fashion initiative in the proper local manners and on the appropriate online/offline platforms relating to the target

Images from (babble.com)

6.1 CONCEPT

The advertising direction for this campaign is a 360-degree campaign and includes both above- and below the line advertising methods. As this campaign highly focuses on changing the challenged consumer perception, it is of high importance for Lidl to be increasingly presence on both the offline and online advertising scene, as the target audience (Baby Boomers, women in the age of 30-50 years old) flourishes in both environments. The advertising strategy offers increased investment in both social networks, due to existing marketing and communication standards, as well as more traditional media such as banners and billboards/panels at metro stations in order to take

advantage of the high pedestrian flows offline and to give eyesight and attention to the initiative. The traditional marketing is additionally used as an informative source to the consumer as well as to create awareness around the collections and marketing initiative, while the digital communication holds a further engaging purpose.

6.3 ADVERTISING ACTIONS 6.3.1 GRAPHIC ART CREATIONS

Graphic art creations of the Mona Lisa in the

art frames and in daily life wearing the collection pieces for all advertising actions made by Ignasi Monreal (TV ad, billboards/panels, online content, PR etc.- also explained in those sections.) – used for both online and offline campaign media. The graphic art creations are located at selected metro lines in Barcelona with high levels of pedestrian flows such as L1, L3, L4 & L9, as these lines cover Barcelona from north to south, east to west and all collide at the city centre Placa Catalunya, where advertising additionally will be placed. The graphic art creations will moreover be painted at three locations across Barcelona, in collaboration with Colossal Media, which will be explained in the chapter on PR and event. The concept of the graphic art creations made by the Spanish born artist Ignasi Monreal gives emphasis to the fact of this campaign recommunicating the Lidl values and distances the brand discourse from the previous Heidi Klum #LETSWOW campaign. However, this campaign direction addresses a similar message as the previously launched campaigns featuring Heidi Klum, which exists in an emotional and empowering connection by pairing ordinary women with fashionable convenience and a related social acceptance to purchasing fashion in a supermarket chain. In contrary, this campaign further stresses authenticity and humour to celebrate the “real” customer of Lidl; ordinary women and their diversity. The graphic art creations imitate the style of real art paintings in order to elevate the artistic look. The content, however, is a mix of Mona Lisa in her original painted position with local backgrounds of Barcelona or she is put humoristic everyday situations, such as riding the bus, driving her car to Lidl to grocery shop, with unfixed morning hair or drinking coffee. All image creations feature the collection clothing, to showcase one of the most ordinary women every painted in the same everyday context as other ordinary women.

#theartofyou

Edited images from (creativemarket.com)

6.3.2 DIRECT SELLING (E-MAIL MARKETING)

The direct selling will be based on e-mail mar-

and humoristic text, accompanied by campaign images of both Mona Lisa and selected products. These newsletter emails will be featuring direct links to all new social channels created separately for the clothing lines. In order to acknowledge and give benefits to loyal customers, as well as attracting leads to the forum/community, members will automatically be included in a competition about one of the best-selling products (further explained in the section of lead management). This promotional activity will be further stressed, and chances optimized for the individual consumer if clicking the direct link to the campaign video/TV commercial #theartofyou on the channel of choice in the following email sent the 25th of June. The campaign video/tv commercial will be present on all social channels including the main website and separate site for clothing.

keting in order to both keep with the existing customer base of the Lidl community and additionally to encourage a lead generation. This is moreover done in line with the previously mentioned objectives of creating awareness on the new advertising direction (away from the previous approach) to applying further authenticity to the clothing line and campaign. Additionally, this action seeks to (exclusively from other food and non-food departments) inform consumers about the products and related promotional and occasional actions e.g. up-coming sale, Motherâ&#x20AC;&#x2122;s Day specials or entry of new collection that more can be discovered on the selected social channels. The e-mail/newsletters will be sent to the registered consumers the 15th of June, informing about Lidlâ&#x20AC;&#x2122;s upcoming esmarabyyou AW19 collection post the release of the first metro panels and billboards. The e-mail will be constructed of a brief, intriguing Information about esmarabyyou AW19 collection.

Event invitation on newsletter

7. SOCIAL NETWORKS The campaign hashtag #theartofyou is continuous-

with a touch of humor by directly connecting one of the most ordinary (yet highly influential) women ever painted (Mona Lisa) with the consumers. Despite Mona Lisa’s popularity and fame, the message changes significantly from the Hollywoodized Heidi Klum to Mona Lisa. The hashtag moreover invites consumers to celebrate their uniqueness and creativeness through all kind of content on social channels. The hashtag is additionally used to slightly position the clothing line away from the other food and non-food departments of Lidl in order to help separate the consumer perception of the clothing from the ‘messy’ online and offline distribution. For this reason, the campaign aims to generate leads into potential long-term customers as the campaign and its content forms a new ’take’ on Lidl as a convenient, price- and quality conscious (fashionable) shopping destination. The following media mix (POES, p.15) explains the different campaign touchpoints of Paid, Owned, Earned and Shared media.

ly used throughout the social media content as it gathers the Lidl messages/values under óne common hashtag and in other words, community. Moreover, the hashtag aligns with the message brought to the consumers from the beginning of the campaign launch by the TV commercial and its narrative style (see below narrative style) throughout storyboard. This hashtag initiative holds the purpose of foremost encourage a dialogue with the existing customer base and potential leads as well as inviting them into the campaign universe and additionally for them to develop own content under the hashtag #theartofyou or under the more personal spin on the hashtag #theartofme in line with the sociocultural movement of self-empowerment. As the narrative of the TV commercial clearly initiates, the #theartofyou invites the consumer to participate in a collectively shared and emotional empowering of ordinary women paired

Narrative style throughout storyboard. “The following phrase will be narrated during the video: “A valuable art piece will endure any extraneous aspect and will remain glorious. No era, frame, or space will diminish it’s beauty. For it is her essence, the basis of all value. Value your art, the art of you.” (Andreasen, C.T., Bachman, M.L., Bueno, A.C., Moreno, I., 2018).

Change the challenged consumer perception on purchasing fashion in the discount supermarket chain, Lidl, to socially acceptable and as a clever/ convenient, yet fashionable solution.

Recommunicate the brand values of Lidl through a slightly humoristic, shareable and relatable storytelling in order to recommunicate the brand identity to isolate/stress brand territories.

Enlarge the brand community by expressing the Lidl/campaign (#theartofyou) values through experiences

7.1 LEAD MANAGEMENT

In order for this campaign to succeed it is re-

quired to both enlarge and most importantly specify the Lidl community. The specification of the community focal point is necessary for the content from both brand and consumer to remain valuable and of high social quality on long-term basis. For that reason, Lidl might attract both existing Lidl customers, who before found the clothing undesirable as well as new leads who additionally experience a new perception of Lidlâ&#x20AC;&#x2122;s clothing lines as it has created a separate value proposition away from the food and other non-food departments. The lead management is additionally helped by the #theartofyou in order to establish a dialogue with the potential leads on social channels. This is moreover supported by the e-mail marketing, which, according to the Digital Marketing manager Tobias Svend Rasmussen from the Danish company Toft Care A/S of innovative gastronomic solutions, company newsletters receive more entries if distributing one of the best-selling products instead of a gift card or a promotional code and applies to both Lead Ads on Facebook and pop-ups on the site (Rasmussen, T.S, (2018)). Further lead management strategy is explained in the section of Online Advertising under, paid media.

#theartofyou 14

P O 7.2 POES MEDIA MIX

AID

WNED

The paid media exist in a selection of traditio-

The owned media exist in the creation of the

nal advertising techniques/actions here included panels/billboards in public spaces, as previously mentioned these will be located at selected metro stations and epicentre for the Barcelonan pedestrian flow. Additionally, the paid media include the TV commercial that will be running a month. For social channels, the paid media exist in ads/ banners on Facebook and Instagram Stories, while Instagram additionally will feature paid local micro influencers that relate and share directly with the target. It might also be considered to encourage a sponsorship by product sponsoring with these micro influencers, yet this will rather be branded as a PR activity than directly paid media coverage.

new social channels and website www.esmarabyyou.es made exclusively for the clothing lines of Lidl in order to separate the brand- and product perception from the general supermarket. Channels used for the owned media strategy are mainly Facebook, YouTube and Instagram as the target women mainly invest their time on these platforms. Owned media furthermore include the direct marketing actions such as e-mail marketing.

E S ARNED

HARED

The earned media exist in the co-creation and

collaborative content that assumingly is generated as a response to- or influenced by the campaign hashtag showcased throughout the online and offline advertising. Nevertheless, the strategy pushes for differently inspired and diverse content freely generated by the consumers (prosumers) across the different mediums, to spread the campaign message and values and additionally to give awareness to the new way of Lidl distribution separating the clothing from the general supermarket.

The shared media plays a highly important role

for the media strategy, as the targeted women highly rely on trusted social opinions and collectively shared content (Ramirez, 2015). For that reason, the shared media assist in spreading the Word Of Mouth (WOM) and dialogue around the campaign. The shared media strategy moreover highly depends on the campaign hashtag #theartofyou and personal spin-off #theartofme in order to create collaborative and relatable content for the collectively influenced customer base.

ESMARAbyYOU

ESMARAbyYOU LIDL fashion

#theartofyou #theartofyou Shop the new collection here www.esmarabyyou.es

7.3 ONLINE ADVERTISING - PAID MEDIA

In order to recommunicate the Lidl values and

(N/A)). On Instagram the ads will be in formats of Multi-Photo Carousel Ads in the Instagram feed, as well as a high level of Video Ads, yet fewer Single Image Ads, as multi-image ads and videos typically outperform the single image ads, which moreover is the most expensive once (Smith, L., 2018). All ads are appearing as ‘sponsored’ or for the paid content with micro influencers, ‘paid collaboration with Lidl’ in both Instagram Feed and Stories (content of all ads is explained in the following action sheet). All advertising action will include added links, guiding viewers directly to the new Lidl clothing website www.esmarabyyou. es or the specific product of liking here included direct links to the campaign and other long-length video content on YouTube. YouTube, as a secondary channel of priority for this social strategy, has over 1.5 billion users and has for ‘time spend by adults 35+ and 55+ years old grown respectively 40% and 80% faster than the overall growth’, as for why YouTube reaches 95% of online adults 35+ and 55+ by 2018. The YouTube channel will, therefore, provide consumers with a high level of content as 51% of individuals over 35 years old are likely to take actions after viewing an ad (Authors of MediaKix, 2017).

generate awareness on the initiative to the existing customer base and potential leads, Facebook is chosen as the main social channel, as both AdHoc research and secondary sources found that Facebook is the most commonly used social media site among Hispanic women in the age of 30-50 years old, which this proposal wish to target. According to a forecast of Facebook users in Spain from 2015 to 2022 by Statista (Annex, Exhibit 1), Spain will host 20.18 million users by 2019 and 20.54 million users by 2022 (Authors of Statista, (N/A)). Of the 20.18 million users by 2019, more than 51% of the Spanish Facebook users are women, while more than half of those women (56%) are in the age of 25-50 years old and will be present within the Facebook community (Authors of latevaweb, 2012). As stated in the chart on user interactions with brands (Annex, Exhibit 2), Facebook posts tend to engage ten times less than Instagram posts on average. Nevertheless, previous research stresses that Facebook is the forum/community of preference to this specific target, as for why, it holds high and continued advertising investment for this campaign. However, brand engagement and interaction play a crucial importance for this campaign to succeed, which causes this social strategy to invest in the high-engagement platform Instagram and its ads. This is done, as Instagram is a great option for generating both brand awareness and site visits by building trust and emotionally connect with the target women in an organised environment. The Facebook and Instagram ads will clearly feature the campaign hashtag, in order to assist in building a parallel community to the one on Facebook, which manages to offer a different and unique opportunity to rebuild the user interactions and engagement with Lidl according to the campaign value proposition (Smith, L., 2018). On Facebook, the ads will mainly be constructed as banners (Link Click Ads directly to the new website), Boosted Page Posts (here included Event Ads) to amplify the post’s reach across Facebook’s advertising network and finally the ads will be constructed as Facebook Lead Ads, which allows consumers to download content or sign up for the newsletter without leaving Facebook platform (Authors of Adespresso,

All actions will be in format for mobile preferences, as mobile advertising now drives over half of all campaign conversions on Facebook, Instagram and YouTube (70%) according to Facebook IQ (Facebook IQ, 2017). From a media- and cost efficiency standpoint, these platforms are chosen as they foremost provide Lidl with crucial and inexpensive methods to campaign and customer insights that can yield higher business results and more accurate targeting. Selected content generated by the micro influencers will be considered paid media.

7.4 CONTENT STRATEGY - OWNED MEDIA 7.4.1 INTRO Reaching the target women with valuable (read: humoristic, emotional, shareable, cultural-specific and lifestyle orientated) content is critical for brand growth as it not only informs both brand and customer about their purchasing habits, but additionally fulfils their need to follow, share and recommend these social opinions that they trust (Vann, L., 2015).

7.4.2 VIDEO CREATION - TV & YOUTUBE - OWNED MEDIA

The storyboard frames illustrate twelve examples

cal and iconic setting (consumer) combined with Mona Lisa as the main character (consumer), wearing the collection pieces (product) creates an advertisement which gives emphasis to a strategy that embraces a consumer-centric value proposition rather than a direct product-orientation. Nevertheless, the products must be showcases through the commercial in order for consumers to recognise the products. The collection name, label and Lidl logo will appear at the end of the commercial in a light colour scheme in order to stress the separation of the clothing from the general supermarket. The humoristic concept ends the commercial by showing Mona Lisa winking wearing the best-seller item of the collection.

of Mona Lisa in changing frames and the collection clothes with different styling and looks to represent diversity of women and the versatile use of the collection clothing. The surroundings of the Mona Lisa painting will be changing as well, portraying iconic places across Barcelona, yet Mona Lisa as a person (face, body, position and painting background) remains as the original. The adoption of iconic surroundings of Barcelona is applied in order to create an emotional connection with the Catalan consumers as well as respecting the cultural values. The final production wishes to include more frames of Mona Lisa to stress the local premises. This combination of loSTORYBOARD NARRATIVE

#theartofyou 18

STORYBOARD

7.4.3 SUPPLEMENTARY YOUTUBE CONTENT - OWNED MEDI INSPIRATIONAL CONTENT

INFORMATIVE CONTENT

The YouTube account will additionally include Lidl wishes to communicate the new fashion

video content that clearly aligns with the campaign values and concept of #theartofyou, in which it celebrates a local lifestyle orientation with focus given to informing the Hispanic (Catalan) women on content such as how-to videos. The how-to videos play a highly important role for the YouTube strategy, as 73% of users in the age of 35+ use YouTube to access how-to content (Authors of MediaKix, 2017). This content includes styling tips and look-books for special Catalan holidays such as Sant Jordi or DĂa de los Reyes Magos around Christmas time by both primary micro influencers (e.g.@LittleMis), secondary micro influencers (e.g.@instanaimabarcelona) and tertiary micro influencers (e.g. @bohodeco_) (see list of micro influencers in the Content Strategy, Online PR p.27). The content additionally include, mom-hacks (due to the targeted age of women) and DIY projects. This content direction assists in creating authentic and local targeted content, away from the overthe-top Hollywoodized video campaigns from the previous #letswow collection that ended up appealing to young millennials with Heidi Klum as front figure instead of the stated target (ordinary mature women).

initiative from a trusted internal perspective (as another trusted social opinion, rather than company), as for why YouTube moreover will include further transparent content, which a trustworthy mid-level employee inform about the design process, clothing quality and trendiness and the purpose of the clothing; to make sure, that the designs are for every type of woman and that both a 30-year-old and 50-year old woman can have the collection pieces at best quality for the best prices in their wardrobe. This content additionally seeks to inform about how Lidl employees strive every day to create clothes for women who are a part of the Lidl community, a community in which we together celebrate #theartofyou and the art of all of us.

IA INSPIRATIONAL CONTENT

Image from (© Anna Saccona, 2017, YouTube)

Image from (© Emily Norris, 2017, YouTube)

INFORMATIVE CONTENT

Images from (© Bilka’s Fashion afdeling, 2017, YouTube)

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7.5 FACEBOOK CONTENT - OWNED MEDIA

Analysing the Lidl España Facebook community

(@lidlespana), it holds 2 million follows and additionally 2 million likes. The community-feature on company profiles on Facebook mainly include content which often includes complaints regarding food-department products. Nevertheless, the Facebook community showcases good earned media in relation to the non-food department products, such as clothing. Following image exemplifies Lidl’s earned media content posted by an external community under the name “Las mamás también se visten” (translated: Moms also dress) for the clothing that exists within the community among complaints, questions and recipes (Annex, Exhibit 3). This earned media is ideal for the Lidl community, however the engagement with the post is inadequate as it holds 7 likes, 1 comment and 1 share based upon its sharing in two communities both Lidl and the external Blog that makes up for 2.6 million viewers and gives Lidl an engagement rate on 0,00000308% (number of interactions divided by number of followers), while engagement rate baseline of Facebook is 0,17% (Schwartx, C., 2017). Yet, examining the Facebook homepage of Lidl España the engagement rate increases drastically to 0,03%, for content regarding clothing and related campaigns, which additionally makes up for a very small percentage of the total community content (Annex, Exhibit 4), however the engagement rate

on 0,03% is far from the general average. For that reason, and in line with the general stated objectives, this proposal gives importance to creating a Facebook account exclusively for the fashion content by separating the clothing from the general community of complaints, questions and food recipes, as it drowns the content and imposes a negative discourse. This action is necessary in order to specify the message and values and to clearly communicate the product offering through humoristic, catchy and fresh-looking campaign content. The content of the new Facebook site will include fashion content such as, reposts of earned media by mentions (trusted social opinions), and owned media including shortened YouTube videos, invitations to brand events, Instagram images and similar carousels. This owned media will hold intriguing and humoristic content such as competitions and promotional discounts against sign-ups. Users will moreover be able to directly sign-up to the newsletter or download the graphic creations of Mona Lisa without leaving the Facebook community. This site will assumingly (with help from the paid media (banners (Link Click Ads), Boosted Page Posts (including Event Ads) and Lead Ads), increase the engagement rate and reach on the Facebook content. All Facebook actions will include direct links to all new social sites along with the campaign hashtag #theartofyou.

7.5.1 RELATED OBJECTIVES

Create awareness on the fashion initiative in the proper local manners and on the appropriate online/offline platforms relating to the target

Increase consumer reach and engagement rate

7.6 INSTAGRAM CONTENT - OWNED MEDIA

Comparing the analysis of the Facebook commu-

nity with an analysis of the Instagram community, it is clear that the Lidl community is of greater scale on Facebook than on Instagram. While the Facebook community has a following of 2 million users, Instagram only hold 269 thousand followers on the general @lidlespana profile. The Instagram content is moreover without deviation the exact same mixed-product content from Facebook and must have a slight content differentiation as the platforms serve different purposes. Following the last campaign hashtag #letswow it displays 6.598 posts (Annex, Exhibit 5) of mainly earned content and indicates that the customers are already willing to share the clothing and experience with their own followers. Analysing the current engagement rate on the general Lidl España Instagram for fashion related posts (Annex, Exhibit 6) it becomes clear that Lidl struggles here too. The rate is on 0,006%, while the average baseline for engagement per Instagram posts is 3-6% (Laurence, C., 2018). For the same reason as with the Facebook community, Lidl fashion will develop an Instagram account separated from the general supermarket. This account will celebrate emotional and humoristic content that makes room for engagement and two-way interactions between Lidl and the users. This means that the owned media in Instagram includes content such as the graphic creations of Mona Lisa and re-

lated “edit competitions of Mona Lisa” where the users can edit their personal take on the Mona Lisa styling, everyday location or activity. A participant will be promised winner rewards like best-selling item or in special cases get to choose one collection product for free. Collaborative content will moreover include voting’s on Instagram stories about future content, where the consumers get to vote on the preferred content for as an example a new YouTube video in order to link the social channels together. Regarding single image, video and carousels, it is of high priority to create culture-specific content in order to generate a relatable and emotional connection with the targeted women. The culture-specific content might be in form of single images, short videos or carousels for the feed and stories that match the Catalan holidays or days that mark special social matters in Catalan women’s lives such as motherhood (e.g. Mother’s Day) and International Women’s Day. The owned content will assumingly be assisted by the paid media ads and use of micro-influencers. All Instagram actions will include direct links to all new social sites along with the campaign hashtag #theartofyou.

7.6.1 RELATED OBJECTIVES

Create awareness on the fashion initiative in the proper local manners and on the appropriate online/offline platforms relating to the target

Increase consumer reach and engagement rate

7.6.2 CONTENT SCHEDULING (DAILY PLAN FOR WEEK 1)

According to a study from Union Metric, what

the first post is uploaded from 8:00am â&#x20AC;&#x201C; 9:00am and the second post around 2:00am (Ellering, N., 2017). The weekend posts tend to generate the best engagement around the afternoon at- or just after 3:00pm, and especially on Thursday and Sunday (Patel, N., 2016). Following timetable exemplifies a framework for a typical daily Instagram outline in respect to the current state of Instagram, as this platform constantly develop new features.

matters for Instagram is posting consistency and not to change the posting frequency. For that reason, the strategy will include 1-2 posts Monday to Thursday and 2-3 posts Friday to Sunday, in order to keep a posting frequency that can be consistently maintained pre-, during- and post campaigns. In relation to time-scheduling of the posts, Monday to Thursday posts gain the highest engagement when

7.7 WEBSITE CONTENT - OWNED MEDIA

Along with the separate social media site created

online shopping platform distributing the clothing, with an incorporated blog concept, which will feature the YouTube content on how-to and styling tips, writings on fashion and lifestyle and occasionally few recipes connected to the Catalan holidays, when sale is approaching for those holidays. The blog will occasionally feature earned content from social media sites. This content is included on the website in order to apply a lifestyle orientated community and to push for customer engagement in the comment sections on the posts. All website actions will include direct links to all new social sites along with the campaign hashtag #theartofyou.

for Lidl Fashion, a website www.esmarabyyou.com is created exclusively for the clothing. This initiative allows customers to experience the clothing universe of Lidl away from the general supermarket space and perception that has been or might still is connected to Lidl. This additionally, comes in line with the AdHoc research showing inadequate and unsatisfactory offline and online distribution of the clothing, as it drowns among the comprehensive product-mix and fails to deliver on its visual merchandising that communicates values far from the campaign feel. The website will function as an

You

Fashion

Lifestyle Lifestyle

Blog

7.8 ONLINE PR CONTENT - OWNED MEDIA

The online PR strategy gives emphasis to crea-

with different types of relatable women such as, The Mother, The Careerist, The Slim Woman, The Curved Woman. The chosen micro influencers are positioned according to their significance for the campaign in the following list and accompanied by an example of online PR look and feel that gives emphasis to authenticity, joy and humour. All online PR actions will include direct links to all new social sites along with the campaign hashtag #theartofyou to guide existing customers or potential leads. The guidelines for the micro influencers are limited in order to create the most authentic disclosure about the campaign and products, which will assist in changing the challenged consumer perception on Lidl in general.

ting collaborative and engaging content with micro influencers as research showed that Hispanic women tend to trust local social opinions rather than experts or brands directly. The micro influencers are chosen for this proposal as they have a further niche audience that is more deeply connected in contrary to the following of macro influencers (Wissman, B., 2018), which is suitable for this campaign as it focusses on Catalonia (Barcelona). The micro influencers are additionally selected to communicate diversity, and therefore they represent different life situations and body types, while supporting the same overall values complementing the campaign. This is decided in order to provide the community

7.8.1 MICRO INFLUENCER LIST PRIMARY INFLUENCERS Eli&Eli, 42,2t follows

Priscila Betancort, 294t follows

Little Miss, 22,4t follows

Vanessa Basanta, 237t follows

Image from @eliandeli_, Instagram

Image from @myshowroomblog, Instagram

Image from @littlemiss_ bcn, Instagram

Image from @vanesabasant, Instagram

Clรกuidia Soler, 91.7t follows

Zlatina J., 427t follows

Image from @cclaudiasoler, Instagram

Image from @laelegantia, Instagram

SECONDARY INFLUENCERS Cristina Haro Cuesta, 5.3t follows

Naima Barcelona, 349t follows

Image from @la_tineta, Instagram

Image from @instanaimabarcelona, Instagram

Laura Lopez, 235t follows

Ines Torres, 129t follows

Ceci Wallace, 9,4t follows

Image from @lauraponts Instagram

Image from @bohodeco_ Instagram

Image from @ceci_wallace Instagram

TERTIARY INFLUENCERS

Yamila Orozco, 32.2t follows

Image from @dolcecurvy, Instagram

7.8.2 MICRO INFLUENCER CONTENT

INSPIRATIONAL PR CONTENT

Image from @dolcecurvy, Instagram

ENGAGING PR CONTENT

Image from @cclaudiasoler, Instagram

8. PR &EVENTS 8.1 OBJECTIVES

Change the challenged consumer perception on purchasing fashion in the discount supermarket chain, Lidl, to socially acceptable and as a clever/ convenient, yet fashionable solution.

Recommunicate the brand values of Lidl through a slightly humoristic, shareable and relatable storytelling in order to recommunicate the brand identity to isolate/stress brand territories.

Enlarge the brand community by expressing the Lidl/campaign (#theartofyou) values through experiences

8.2 BRAND TERRITORIES

AUTHENTICITY

JOY & HUMOUR

CONVENIENCE & ACCESSIBILITY

GOOD QUALITY & GOOD PICE

DIVERSITY

FASHIONABLE CLOTHING

- FASHION FOR EVERY WOMAN -

- FOR A MATURE AUDIENCE -

LOCAL LOVE 29

8.3 REINVENTED PRESS-RELEASE The following PR action is used as a reinvented press release in order to create digital buzz and engagement pre-event based on an offline action.

8.3.1 CONCEPT

The concept is based upon creating a press relea-

tions meets both locals, who will benefit from the campaign and products, and tourists, who assumingly will generate a high level of digital buzz. Nevertheless, these art-constructions are placed slightly away from large commercial areas such as Placa Catalunya, Las Ramblas and Portal De L’angel in order to meet the current local need for native embracement rather than the constant pleasing of tourists happening due to the large amounts of tourists visiting Barcelona each year (Burgen, S., 2018); in 2016 8 million tourists lived in Barcelona for vacation purposes, while circa 30 million tourists visited for daily trips or cruises. For comparison, Barcelona had just under 2 million citizens in 2016 (Leth, A. L., 2016).

se in form of a hand-painted outdoor mural made in collaboration with the Spanish born artist Ignasi Monreal (Instagram, Ignasi Monreal, @ignasimonreal) and the Brooklyn, New York, based leader in such hand-painted outdoor advertising, Colossal Media (Colossalmedia.com), a partnership which successfully painted two large murals for Gucci’s SS18 campaign #GucciHallucination by Ignasi Monreal in New York City and Milan. The murals will reflect campaign creations of Mona Lisa wearing the collection pieces within the ‘original’ painting frame or in everyday situations as every other ordinary woman, as well as the campaign hashtag #theartofyou and a short text inviting the viewers to the upcoming event by location and timing. These outdoor art-creations will pre- and during the painting process, be recorded as time-laps (speed-versions of longer video) for online video content that will be shared across all owned mediums pre-event. The video content will moreover include interviews with the Ignasi Monreal and Colossal Media explaining why they support this campaign and specific action. This artistic establishment is created as a part of the campaign, due to its relevance as a forgotten art form, in line with ordinary women forgetting the art of themselves in favour to unauthentic advertising in fake supermarkets with idealised slim body types and supermodels as aspirational front figures. This art form is furthermore chosen as a communicative action to create a memorable campaign that builds curiosity and excitement through a creative storytelling, as well as continue redefining and elevating out-of-home brand experiences. The murals will be located in Barcelona on open walls in three local and family-friendly neighbourhoods with medium- to high pedestrian flows not far from a Lidl store (Annex, Exhibit 7). These specific areas are Gracia (south point towards L’Eixample), Sarriá-Sant Gervasi and Les Corts, as these loca-

Image from (© Highsnobiety, Gucci SS18 campaign)

Image from (© Civic Arts Project, Mona Lisa Mural; Columbus, Ohio)

8.4 EVENT: ART EXHIBITION

The Content Development Team will during the event and Sunday Lunch, create content for all social mediums and both Lidl websites

8.4.1 CONCEPT

The event and brand experience will be esta-

blished as a public art exhibition of sculptures and campaign images made by Ignasi Monreal both featuring the collection clothing, at The European Museum of m´Modern Art (MEAM) in the gothic quarter of Barcelona. The exhibition background/ wall colours will be in favour of both strong colours including Lidl’s signature colours to indirectly mark its presence. The outside of the museum will be decorated with one of the campaign images that is hung as a large-scale banner with the campaign hashtag #theartofyou to give eyesight to the event and serves the purpose of attracting impulse participants as well as establishing its presence. The event will happen Saturday 31st August at 12 midday and Sunday 1st September at 3:00 p.m., to match the days of the week where fewer women work. The entire collection will unavoidably be displayed at the end of the exhibition for visitors to look at, touch and try on, helped by a group of diverse female Lidl assistants (the micro influencers) wearing the same collection pieces as displayed in each section. It is decided to use the micro influencers presence at the event in roles as ‘guiding friends’ and trustworthy social voices in order to create a local, authentic and familiar environment at the event. Nevertheless, it is important to note that the guidance of the micro influencers must not be used as a cliché make-over, when helping women with the collection clothing, as the event and campaign seek to celebrate the authentic, ordinary and individual art of each woman. The collection will not be available for purchases at the event, however the possibility for the women to see, feel and try on the products in the proper sizes creates a level of product knowledge for the individual woman and links the experience to the product and the brand. Assumingly, this product knowledge and excitement will lead the participants to buy the collection pieces at the launch. Yet in order to capture immediate ‘purchases’, the participating women are able to (Saturday and Sunday, exclusively) pre-order pieces at the event on the new website to pick up at

the collection launch. At the end of the exhibition where the collection additionally is displayed, local snacks and small cava-based drinks (including non-alcoholic and water), will be free to taste, all made from of Lidl products. Moreover, all cups for snacks and drinks will be featured with the campaign hashtag and names of social channels, as well as the new Lidl logo made exclusively for the clothing. Seven women, in the age of 30-50 years old, attending the event Saturday, are able to win two seats per person to the Sunday three-hour lunch at 12 midday. To win the tickets, a participating woman must sign up for the Lidl-clothing newsletter and post either an Instagram or Facebook post with the campaign hashtag and profile link matching the chosen media. This is done in order to push earned media and elevate the digital community under the campaign hashtag and new profiles. The Seven winning women are rewarded with two tickets in order for them to bring a (female) friend, colleague or family member within 30-50 years old to the Sunday lunch, in order to create more brand expe-

Edited, Image from (© MEAM, meam.es) (Exhibition)

Image from (© Nick Cave, Jack Shainman Gallery, jackshainmang.com) (Exhibition)

Image from (© MEAM, meam.es) (Snacks, drinks, clothing)

Images from (©helenalundquist, Instagram) (Sunday Lunch)

8.5 EVENT: SUNDAY LUNCH 8.5.1 CONCEPT

GUEST LIST OVERVIEW

The Sunday lunch will be located at the same

space as the exhibition, but in closing hours for the public from 12:00 midday – 3:00 p.m., where the exhibition/event opens again. 40 people will be participating in the Sunday lunch at the museum, where 14 of them are the winning women including their (+1) from the competition, 12 of them are the micro influencers, 8 of them are press and publicity and 6 people are Spanish executives from Lidl (see following invitation list). The Sunday lunch will begin with a speech from the Design Department and Content Development Team of Lidl showing the designs and explaining the concept, values and idea around the collection and campaign, in order to create a transparent look into the new clothing direction of Lidl. The speech is followed by a light three-course gourmet menu and wine selection made by the Catalan and world’s only female five-star Michelin chef, Carme Ruscalleda (Piggott, S., 2010), made from Lidl products only, to stress Lidl as a lifestyle brand with high quality, rather than a discount supermarket. The three-course gourmet menu will discreetly feature the Lidl signature colours. Between the main course and dessert another speech will be held by the influencer duo Eli&Eli, talking about themes such as women, humour, art, lifestyle and trends, all relating to the campaign hashtag #theartofyou. From here, the dessert is served, and the women have time to network, have another drink and look at the products together and share the experience across their different ‘roles’ as ‘invited competition women’, micro influencers, press and brand employees. This mix of women across careers, life stages, body types and maybe style assist to create a desirable two-way communication and environment between consumer and brand. Both influencers and winning women from the competition will receive the clothing of their liking before the Sunday Lunch.

14 persons: winning women including their (+1) from the competition (Unknown until competition finishes) 12 persons: the micro influencers @eliandeli_ - 42.4t follows @myshowroomblog – 294t follows @littlemiss_bcn – 22,4t follows @vanesabasanta – 237t follows @dolcecurvy – 32.2t follows @la_tineta – 5.3t follows @instanaimabarcelona – 349t follows @cclaudiasoler – 91.7t follows @laelegantia – 427t follows @lauraponts – 235t follows @bohodeco_ - 129t follows @ceci_wallace - 9,4t follows

8 of them are press and publicity 6 people are Spanish executives from Lidl

9. CALENDAR

The following calendar and organisational framework illustrate the full running time for Lidlâ&#x20AC;&#x2122;s esmarabyyou AW19 collection campaign, with a monthly breakdown over 8 months (April 2019 â&#x20AC;&#x201C; November 2019) of the campaign actions. The coloured squares represent the weeks distributed for each action. The campaign will end just before the launch of the capsule Christmas/Holiday collection in December 2019.

Colour coding: Black: Executive actions (universal) Red: Collection (distribution) information Light blue: Traditional advertising actions Dark blue: Social media advertising actions Green: Event planning and execution Yellow: Content production

April2019 Sun

Mon 1

Tue 2

Wed 3

Thu 4

Fri 5

Sat Notes: creations of Mona Lisa by Ignasi Monreal 6 1st-19th: Apr 19:Graphic Goodart Friday 3rd: samples and testing Aprcollection 21: Easter 13 7th: final strategy meeting + budget briefing

8th: full collection order 20 21st-26th: production of TV commercial 26th-28th: event startegy meeting

27 29th-30th: social media final advertising strategy meeting

May 2019 Sun

Mon

Tue

Wed 1

Thu 2

Fri 3

Sat Notes: confirm permission 4 1st-3rd: May 12: Motherâ&#x20AC;&#x2122;s Dayfor art walls and location at MEAM 6th-7th: content strategyDay for website May 27: Memorial 11 10th: order all merchandise for the event 14th: budget and department updates 19th-20th: confirm attendance of invited people to event (incl. staff) 18 21st-24th: content briefing for all influencers 25 26th-31st: creation of website, facebook, instagram, Youtube site 29th-31st: first owned meida post on social media (2-3 posts/day)

June 2019 Sun

Mon

Tue

Wed

Thu

Fri

Sat Notes: content development of owned media for all channels 1 2nd-14th: Jun 16:further Fatherâ&#x20AC;&#x2122;s Day 15th, newsletter e-mails sent out regaring the collection 8 17th-21st: develop paid advertising content for social media 23rd: launch of TV commercial running for two months 15 24th: pannels and bilboards are hung in metro and bus stations 25th July, 2nd e-mail sent w. direct link to the TV ad on social channels

22 29

July 2019 Sat Notes: upadates 6 1st: Julbudget 04: Independence Day 4th: excellerate paid advertising content for social media (1-2/day) 13 5th-7th: upload youtube content of influencers 14th-20th: development of art pieces (sculptures) for event

Sun

Mon 1

Tue 2

Wed 3

Thu 4

Fri 5

20 28th-6th aug: create art walls 28th-6th aug: video and photo content creation of art walls

August 2019 Sat Notes: 3 28th-6th aug: create art walls 28th-6th aug: video and photo content creation of art walls

Sun

Mon

Tue

Wed

Thu 1

Fri 2

17 19th: sending out event remineders to influencersâ&#x20AC;&#x2122; and press 20th: 1st evaluation

24 28th-30th: event set-up at MEAM 31st: Event: exhibition

31 28th-1st sep: event content creation

10 7th-10th: video launch the art-wall event press release on all channels 14th-17th: excellerate paid advertising content for social media (1-2/day)

September 2019 Sun 1

Mon 2

Tue 3

Wed 4

Thu 5

Fri 6

Sat Notes: sep:Labor event content 7 28th-1st Sep 02: Day creation 1st: Event: Sunday Lunch 14 2nd: collection launch in-store and online 2nd: take down exhibition 3rd: 2nd evaluation 21

4th-18: relaunch TV commercial 28 11th-14th: excellerate all advertising 19th-28: extensive creation of influencer content for social media 31st: 3rd evaluation

1-2/day)

October 2019 Sun

Mon

Tue 1

Wed 2

Thu 3

Fri 4

Sat Notes: excellerate all advertising and collaborative content 5 3rd-6th: Oct 14: Columbus Day 7th-12th: of competition content Oct 31:creation Halloween 12 11th: event evaluation 13th-20th (+25th-27th): relaunch TV commercial 19 all month: extensive sharing of owned content on social media 26

November 2019 Sat Notes: excellerate all advertising and collaborative content 2 1st-3rd: Nov 11: Veterans Day 21st: evaluation of advertising bilboards, pannels, press release etc. Nov 28: Thanksgiving Day 9 7th-10th: creation of influencer evaluation content for social media 22nd: social media evaluation

Sun

Mon

Tue

Wed

Thu

Fri 1

16 28th: budget evaluation 29th: collecion evaluation 23 14th-throughout the month: post all influencer evaluaton content

10. FINANCIAL PLANNING

As the campaign holds focus on changing the brand perception by recommunicating the brand values and experiences, 45% of the budget is dedicated to PR & Event experiences, while 32% is given to social media and 23% investment to traditional media actions. The following budget is proposed to get the full exchange of the campaign.

11. EVALUATION TOOLS

Following evaluation of the total campaign will measure the campaign effectiveness through both hard- and soft metrics.

As the advertising objective exists in changing the

the campaign. Moreover, this tracking of traffic will include measurements of click-through rate (CTR) and bounce rate to assist in measuring the number of page visitors in comparison to specific actionable steps. Finally, and of high importance, the campaign will be evaluated in terms of conversation generation (Business value KPI’s) (mindshare/conversions) throughout social media sites measured by ‘likes’, ‘mentions’, shares and online reviews as well as the gain (or loss) of community followers. Offline actions such as the event and traditional media will be measured through general brand awareness, media coverage and impact studies analysing the effect of the campaign hashtag #theartofyou on Facebook, Instagram and YouTube as well as attendance and engagement to the event.

challenged consumer perception of purchasing clothing in the discount supermarket chain, Lidl, the success of the campaign will be measured through traditional paid media (TV ad, outdoor advertising and press (large-scale posters/panels) and paid social media content) as well as through owned and earned media (Social Media, PR and events). Through these channels, different metrics will be measured in order to gain numerical data that allows for deeper insights into the campaign effectiveness. Primarily measured is lead conversion as it tracks the reach and where the potential customers were lost or engaged in the lead generation process and help develop theories as for why, the challenged consumer perception of discount supermarkets was, or was not changed. Secondly, data of individual visitors will be measured, which helps specify the effectiveness of each phase of

#theartofyou

#theartofyou 42

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ANNEX

Exhibit 1: Forecast of Facebook user numbers in Spain from 2015 to 2022 (in million users) (Authors of Statista, (N/A))

Exhibit 2: User interactions with brands as a percentage of brandsâ&#x20AC;&#x2122; fans or followers. (Smith, L., 2018)

Exhibit 3: Las mamas también se visten. Example of earned content. (Facebook, 2018 , Las mamás también se visten)

Exhibit 4: Lidl’s last post regarding clothing on the Facebook community, the 24th of June) (Facebook, 2018, Lidl España)

Exhibit 5: #LETSWOW campaign hashtag displays 6.598 posts on Instagram.

Exhibit 6: Lidl EspaĂąa Instagram, engagement rate on fashion related posts. (Instagram, 2018, lidlespana)

Exhibit 7: Lidl locations in Barcelona. (Google Maps, 2018)

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