SOCIAL MEDIA LAUNCH STRATEGY
LAUNCH CAMPAIGN TIMELINE 1st December 2014 Activate all Social Media accounts 20th December 2014 – 20th January 2015 Guess + Win Competition 20th January 2015 – 20th February 2015 Brand Association Campaign 20th January 2015 – 20th February 2015 Like + Share Competition 20th February 2015 – 1st March 2015 Pop-Up Shop, Launch Party and Website Launch
SOCIAL MEDIA ACTIVATION 1st December 2014
The 1st of December will see the activation of all KuDu Social Media platforms.
Facebook Twitter Instagram Pinterest Google +
GUESS + WIN COMPETITION
20th December 2014 – 20th January 2015 This will be the first part of the hype campaign for the KuDu brand and will make use of the photoshoot that would have happened a few days prior. This competition will run for 1 month, and will invite people across all Social Media platforms to guess what brands are in the photos to stand a chance to win a product from KuDu. Competitions such as this are successful because they are engaging and allow consumers the chance to interact with the brand. Competition Copy: “Rediscover Africa and take a behind the scenes look into our first photoshoot for KuDu. Name one of the brands you see in the photographs and you could win one of three products” Social Media Platforms: Facebook, Twitter, Instagram. The three products given away could be shared among the three platfroms used. Note: During this initial phase we will be boosting the KuDu page on Facebook to gain an audience and initiate interest.
BRAND ASSOCIATION CAMPAIGN 20th January 2015 – 20th February 2015
With the Guess & Win competition over, the next stage of the campaign would be to start letting consumers know about the brands KuDu will be associated with, creating the partnership between KuDu, the brands and the consumers. Doing this will immediately give the KuDu brand credability by association as it will be stocking already exisiting brands with a following, and will thus get each brands’ client base aware and interested in KuDu. This will also get consumers to engage with like-minded brands that they were perhaps not aware of on KuDu thus allowing KuDu to become the curator of all the desired brands. Timeline Post Example: “Welcome to the place where creativity meets beauty, where ideas meet talent, where Babatunde meets KuDu. Shop the range exclusively made for KuDu by Babatunde on our online boutique now: www.kudulife.com ”
LIKE + SHARE COMPETITION
20th January 2015 – 20th February 2015 This phase of the launch will run concurrently with the Brand Assocication campaign and its aim will be to push up the likes and followers on Facebook leading up to the launch of the Website. The competition will ask people to first like and then share the KuDu Facebook page to stand a chance to win a product. Competition Copy: “Rediscover Africa with KuDu, the new online boutique. Like and share our page with your friends and you could win one of five products from the KuDu boutique.” Social Media Platforms: Facebook Note: During this phase we will again be boosting the KuDu page on Facebook, pushing up the likes and fan base. Traffic could also be directed from twitter, instagram and the KuDu website landing page for this competition.
POP-UP SHOP
20th February 2015 – 1st March 2015 With the launch of the KuDu brand starting on the 20th February and the Design Indaba running simultaneously, we see this as a fantastic opportunity to set up a “Pop-Up Shop”, The pop-up shop will be in Cape Town and will be used as the first public unveiling of the brand. PR, activations and promotions would be arranged in and around the Indaba venue, making people aware of the KuDu Pop-Up Shop, drawing them to it. We could run a competition alongside the event encouraging people to ‘check in’ to the pop-up shop on Facebook and post a picture of themselves at the store. The picture with the most likes would win a product. We would start telling people about this a week prior to the Indaba, creating interest. Competition Copy: “Rediscover Africa with KuDu, the new online boutique. Visit us at our pop-up store in Cape Town on the 25th February to stand a chance to win. Check in and take a snap of yourself at our stand. The winning photo will be announced on Facebook on the 1st March.” Social Media Platforms: Competition will be held on Facebook, but traffic will be directed from Twitter, Instagram and Google +
LAUNCH PARTY CAMPAIGN 20th February 2015 – 1st March 2015
Now that the KuDu brand has a following across all social media platforms and with the launch of the website, the next and final phase of the launch campaign will be to drive sales up and get people subscribed to the newsletter. For this we suggest offering consumers 20% off their first purchase when they sign up to the KuDu newsletter during the LAUNCH PARTY which will take place from the 20th February to the 01 March 2015. This campaign would be pushed across all social media platforms as well as on the landing page of the website. The idea behind this is to get a strong initial mailing list as soon as possible. Campaign Copy: “Rediscover Africa and celebrate the launch of KuDu, the new online boutique. We are offering 20% off your first purchase when you sign up to our newsletter, which is redeemable during the LAUNCH PARTY from the 20th February to the 01st March 2015.” Social Media Platforms: Competition will be held on Facebook, but traffic will be directed from Twitter, Instagram and Google + Note: During this phase we will again be boosting the KuDu page on Facebook, pushing up the likes and fan base. Traffic could also be directed from twitter, instagram and the KuDu website landing page for this competition.
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