THE VEJA PROJECT CREATES A SUPPLY CHAIN THAT RESPECTS BOTH HUMANS AND THE ENVIRONMENT.
ORGANIC MATERIALS
INTEGRATED MARKETING COMMUNICATION IMC rules and 6 step plan Consistency When looking into VEJA’s online marketing strategy and their social media platforms, they are very consistent and communicating the same story across channels. But on their YouTube they focus more on storytelling, where they are basing their videos on their production and the workers.
Clarity Through VEJA’s communication strategies they are communicating the same message across medias, but they are also branding themselves on being a regular sneaker brand, but with a twist, since they just launched their take on
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6 step marketing plan
a running shoe. Therefore, they are now accessing a new market and entering a market with other competitors, which makes their tone of voice and communication unique, since they are doing different communication activities
Objective setting (Sales)
Objective setting (Communication)
Message decisions
Specific - modern and and
Communication same story
USP - VEJA’s unique selling prop-
eco-friendly sneakers with
across all media platforms.
osition comes from their supply
fair-trade conditions.
chain, regarding eco-friendly
Measureable - Amount of
The only thing to notice is that
actions, fair-trade production and
conversions, engagement and PR.
they are fairly more active with
transparency.
Achievable - Realistic goal to
their fair-trade production on
They are using standardization as
increase brand awareness and
YouTube. VEJA is using
well, because they are
reach new potential customers.
storytelling more on this media.
communicating the same story
Relevant - For example: After the
across medias.
end of an campaign (increased conversions by 5%. Time bound - For example 6 months.
in order to stay relevant and to feed a market in different ways.
Optimization Optimizing their brand equity, awareness and budgets in the end. A proposal for VEJA’s online strategy would be to focus on Instagram, but not neglect the
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other platforms. Message decisions
1.0
Media decisions
Advertising evaluation
Theme - minimal design - clear
Both having owned and shared
Sales conversions increase brand
feeling, satisfaction and harmony.
media. Their owned media is their
awareness and engagement rate.
Genre - fashion and promoting an
own website, which they own.
eco-friendly lifestyle.
Their social platforms is a shared
Contrast - colors, but no too
media such as Instagram,
much. Toned down in most
Facebook and YouTube, since
cased. Instruments - Storytelling
they are owning an account on a
through production videos, taking
shared platform, which is owned
part of important ‘events’ and
by others. They own their own
letting the consumers being a
account, but not the platform.
part of their supply chain.
ORGANIC MATERIALS
SITUATION ANALYSIS SWOT / TOWS
S Fashionable & trendy products.
W No physical VEJA store.
O New interest in Athleisure.
T Popular competitors (i.e. Nike, Adidas etc.).
Big community - 330k
Aren’t showing their full
Growing customer interest in
following base on Instagram.
potential regarding their values
transparency.
Emerging competitors.
through the content that they International brand with
are branding on SoMe
Use new technologies to
Customers loyalty is harder to
multiple suppliers.
platforms.
make better quality shoes.
gain, because of all the options
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that they are exposed to. Product development -
Some shoe models are
Launched a running shoe
uncomfortable.
Given that they have such a
Develop new materials in order
big community over instagram,
to be part of circular economy.
they could create engaging
Veja should team up with
content in order to grab the
relevant partners in order to
attention.
get exposure.
VEJA has been working
SO WO ST
1.0
VEJA doesn’t have their own
WT
towards product development,
store at the moment, which can
but regarding entering a
weaken their brand on the new
marketing with big market
market, because Nike & Adidas
leaders (i.e. Nike, Adidas etc.)
has stores. It doesn’t the con-
can be a problem.
sumers the VEJA experience.
CUSTOMER JOURNEY & MEDIAS INFORMATION SEARCH
ALTERNATIVE EVALUATION
PURCHASE DECISION MAKING
As a consumer at VEJA there’s obviously a journey in the decision making
POST-PURCHASE EVALUATION
and a buying behavior. Therefore, there has been developed a customer journey map, which is focusing on the persona of VEJA, the customer journey
Old ones not functioning anymore. Want to try something else. Need of recognition. Urge of feeling trendy, fashionable or just to buy a new pair of sneakers.
Asking network friends, family etc. Looking on online reviews.
divided into stages, also the online strategy journey and the feelings
After purchase experience.
throughout all stages.
Comparing with other brands.
SoMe platforms Instagram, Facebook etc.
Good / bad experience. Martin will share this with his network.
The persona is a fashionista. Both male and female. They like the thought of a fair-trade company and therefore, the buying motives will be categorized as
n co nfi r
m
at io
m Re tu rn
ad re ss fo r
Re tu rn
ad re ss l Re tu rn
Pa ck ag
s m Te r
De
liv er
y
in g
no te
up da te
at io m co nfi r rd er
O
Sh ip pi ng
pa ge yo u
ist er Th an k
/r eg
t in
ca r
Lo g
Sh op pi ng
pa ge y Ca te go r
pa ge Pr od uc t
pa ge nd in g La
Ne w sle tt er
Ba nn er
Esh op
Ad s
n
ab el
an emotional product buying motive, because they care about the environment and want a good quality product which has been produced
ORGANIC MATERIALS
NEED OF A NEW PAIR OF SNEAKERS
under the right conditions. On the left you see a proposal on the persona for VEJA.
Design / editorial
VEJA is already doing a lot of great stuff. For the future they should rely on
Customer management
videos, because according to a report from Hootsuite about Social Media
Product management
Trends from 2019 74% watched a video and then bought a product. Using
Accounting
videos as a part of their online strategy will strengthen the possibilities of
Legal
storytelling. Since they already are using storytelling as a part of their
Paid service providers Logistic service
marketing strategy, this trend might help them engage more with their consumers, but also differentiate themselves from their competitors.
For the future VEJA should also focus upon user and customer experience (UI/EX) in terms of their website. According to a published article on Forbes, this will grow into a bigger trend in the future, than it already is. Among others, they should rely on interactive elements which is more engaging for the consumers, when interacting with their website.
2.0
FAIR-TRADE
E-shop management
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Marketing
ORGANIC MATERIALS
#STARTWITHAGREETING Campaign #StartWithAGreeting is a storytelling and community building based campaign, which aims to encourage and empower the relationship between the workers, VEJA as a brand and the consumers. It’s all about coming together, giving the workers a tone of voice and also appreciating other aspects and parts of the supply chain, that’s normally not featured publicly.
Also, ‘Start With A Greeting’ should be implemented as a slogan attached to the brand, which will follow them in the future and then it makes it more reliable to base a campaign on it. Whereas the campaign that is based on storytelling and community building keeps referring to VEJA’s slogan.
When basing a campaign on storytelling and community building and it goes well, the engagement rate and
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sales conversions can increase a lot due to an effective campaign.
The futuristic aspect of the campaign will be to have VR glasses in the pop-up shop. The purpose is for people to wear them during the pop-up shop launch and give them the possibility of seeing the forest and the workers while they are producing a pair of VEJA sneakers. This show an interactive effect and transparency, which both is a trend now and being said to be a bigger trend in 2022. In year 2022 VR glasses will also be more technical developed. These trends are according and based from LinchpinSEO, Trendhunter, and Forbes.
This is what #StartWithAGreeting aims to do. The campaign is consisting of a storytelling video (look under physical & digital elements), a limited shoebox which you can buy at the pop-up event and first a hundred online orders made through VEJA’s personal webshop. This is to give back to the workers and basically start with
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a greeting and establish a bond between people. Therefore, it’s connecting USP behind VEJA’s values and the ESP behind the campaign.
This campaign will also launch online, where the consumers can fill out the postcards, to make an interactive and global campaign as well.
2.0
ORGANIC MATERIALS
CULTURAL CONTEXT Pierce's sign model & myths
Myths Angels - an angel is generally a supernatural being found in various religions and mythologies. The angel includes protecting and
Interpretation
guiding human beings, and carrying out tasks on behalf of god. - This is based on VEJA’s brand mission and values of being a fair-trade brand, who’s supply chain respects human and ressources. The devil - the devil is tempting. It is difficult to specify a particular definition of any complexity that will cover all of the traditions, beyond that it is a manifestation of evil. VEJA should base a campaign on the devil & angel which could be placed in the store where the consumer
Representamen
Objects
isn’t sure what brand of shoes to purchase. There are many aspects that influence his decision. The devil might have tempting comments
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about the price (discount), materials, or looks.
When looking at Pierce’s sign model, there is two different interpretations,
Robin Hood - fighting for the weak one’s and being fair.
and it’s depending on whether you are looking on the brand itself nor the
Bermuda triangle - winning you over by the story and then you’re
logo. For this specific case both examples will be showcased.:
‘stuck’ with the brand. Frankenstein - assembling the shoe, bringing him to life by putting
The brand itself
VEJA’s sneakers on.
Based on VEJA’s brand, the representamen will be considered as the brand
Adam & Eve - Tempting you with their brand values, materials and
name. Where as the object will be the logo in itself and lastly the interpretation will be their shoes, because that’s what the consumers is interpretating when thinking of the brand.
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The logo
actions which will win you over in the end.
Dennotation and connocations The name VEJA has different meaning, depending on the cultural context that you are in.
The representamen will be their logo, where as the object will be the big
France
‘V’ sign that their logo is consisting of. Since their ‘V’ sign is a big part of their logo design, the interpretation of the ‘V’ will mean victory, peace sign, raising
Connotation Name & symbol
Brasil / Portugal Name & symbol
hand or a Nike logo (depending on your cultural context).
3.0
Denotations
Name: No associations Name: Look, See Symbol: V-Sign: Victory, Symbol: V-Sign: Victory, Peace, Nike Peace, Nike logo. logo.
‘‘ But there’s a common thread in everything we do: transparency. This is the meaning of VEJA : in Portuguese, VEJA means “look”. In our minds, it means looking through your sneakers, looking what’s behind. ‘‘ - Quote from VEJA.
1
2
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3
Instagram feed: Added highlight
Example of an Instagram story,
Example of an Instagram story,
with campaign
based on the workers from the
with the shoe box and card from
#startwithagreeting, and changed
campaign #startwithagreeting.
the campaign #startwithagreeting
up some of the images.
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ORGANIC MATERIALS
Campaign video link: https://www.youtube.com/watch?v=_S1IyAHZCag
PHYSICAL & DIGITAL ELEMENTS
Physical elements: Shoe box, mailbox and cards (see under 2.0 (campaign)). Online elements: Instagram highlights, Instagram Feed / story, pop-up shop 3D sketch and storytelling YouTube video (See in the top of this page for link to the video).
ORGANIC MATERIALS TRANSPARENCY FAIR-TRADE
References Links from sources Linchpin SEO. (2019). Trends That Will Transform The Augmented and Virtual Reality Industry Outlook in 2020 | Linchpin SEO. [online] Available at: https://linchpinseo.com/trends-in-augmented-virtual-reality/ [Accessed 22 Oct. 2019]. MarketWatch. (2019). What are the factors that are driving the growth of Virtual Reality Market? [online] Available at: https://www.marketwatch.com/press-release/what-are-the-factors-that-are-driving-the-growth-of-virtual-reality-market-2019-09-10 [Accessed 22 Oct. 2019]. ‌ Udi Ledergor (2019). The Brand-PR Relationship Is Evolving, And The Industry Needs To Adjust. Forbes. [online] 1 Oct. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/01/the-brand-pr-relationship-is-evolvingand-the-industry-needs-to-adjust/#dd1872445b77 [Accessed 22 Oct. 2019]. Marketplace Strategy. (2019). E-Commerce Trends for 2020 - Marketplace Strategy. [online] Available at: https://marketplacestrategy.com/blog/5-important-e-commerce-trends-to-remember-as-brands-enter-2020/ [Accessed 22 Oct. 2019]. Hootsuite Media Inc (2019). Social Media Trends Report 2019. [online] Hootsuite. Available at: https://hootsuite.com/resources/social-media-trends-report-2019 [Accessed 22 Oct. 2019]. ‌ EJA STORE. (2019). Livraison et retour gratuits en France. Retrouvez nos collections pour homme sur notre boutique offiV cielle www.veja-store.com - VEJA STORE. [online] Available at: https://www.veja-store.com/fr/6-homme [Accessed 22 Oct. 2019]. Instagram.com. (2018). VEJA. [online] Available at: https://www.instagram.com/veja/ [Accessed 22 Oct. 2019].