GIANNICO - Omni channel Campaign Proposal by Sandra Hilltomt

SANDRA HILLTOMT 053595 | OMNI-CHANNEL CAMPAIGN PROPOSAL | BRAND DRIVEN INNOVATIONS & STRATEGIES | MASTERS COMMUNICATION, PROMOTION & NEW MEDIA 2021-2022 | ISTITUTO MARANGONI

''THE 9 TO 8 LADY MILANESE''

Sandra Hilltomt 053595 Omni-channel Campaign Proposal Brand Driven Innovations & Strategies Level 7 Masters Communication Promotion & New Media 2021-2022 Istituto Marangoni

TASK To define a brand with a problem and propose an omni-channel campaign to resolve it. Structure of the report: • Identification of the problem(s), a statement “what is now” • A campaign (a list of concrete actions) to resolve the identified problem(s). It’s the main part of the report • Expected results after the successful implementation of the campaign using qualitative and quantitative KPIs.

Brand Introduction

Brand analysis & problem identification

The campaign & solutions

LiveshoppingWhy and how it works

Reccomendations

Social media playbook

32 KPIs & Costumer Journey

Table of Contents

OMNI-CHANNEL CAMPAIGN PROPOSAL

ABOUT GIANNICO Nicolo Beretta, who was born in Milan, has always had a remarkable sense of style and an intuitive originality. In 2011, Nicol submitted his artistic concepts to Manolo Blahnik and Franca Sozzani, two of the fashion world's most important individuals. He received wonderful feedback and support, which reinforced what he earlier thought was just a simple fantasy. With this support, Nicolò made his debut as a determined entrepreneur, establishing Giannico in 2013. He could see his aspirations becoming a reality. He got chosen to be one of the first ''140 Emerging Designers of Vogue Italia'', and Giannico was chosen to participate in the prestigious "Vogue Talents" competition the same year. Two years after Giannico won the prestigious 'Who is on Next?' program and since then, various celebrities and influencers have chosen the brand for events and red carpets. Forbes Magazine named Giannico one of the top ten fashion start-ups of the year in March 2016 for its tremendous growth over the years and groundbreaking embrace of pure creativity. Later that year, Footwear News awarded the designer with the "Vivian Infantino Emerging Talent Award," making him the youngest designer ever to receive the distinction. In February 2018 Nicolò appears on 30 under 30 list by FORBES ITALIA and becomes Creative DIrector for Italian upper premium brand “L’Autre Chose”.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

BRAND ANALYSIS & PROBLEM IDENTIFICATION

OMNI-CHANNEL CAMPAIGN PROPOSAL

BRAND COMMUNICATIONS ANALYSIS As the brand is trying to rebrand themselves (from something that wasn't strong or well estabilished to begin with) Giannico lack a clear branding. We know how the shoes look but not who the woman is wearing them. This is why the shoe is always in focus in their editorials or the designer himself in press. After researching the brand on google, visiting the website and viewing the their social media channels - one can quickly understand and see that there is no consistent storytelling or brand DNA. No brand mission or vision is to be found about them on their website either. Their website also lacks stocks and is not up to date with their released collections.

OMNI-CHANNEL CAMPAIGN PROPOSAL

WEAKNESSES

STRENGHTS Unique design Impeccable quality Made in Italy Good press

OPPORTUNIIES Using new emerging social platforms Instagram shopping

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

S O

W T

Bad website Budget limitations Unfinished branding Low inventory on e-com Retailers have very different stock

THREATS Re-branding that is incomplete Low digital present

COMPETITORS ANALYSIS TIMELESS

NEW

HERITAGE

TRENDY

THE CAMPAIGN & SOLUTIONS

''THE 9 TO 8 LADY MILANESE''

CAMPAIGN CONCEPT introducing the 9 to 5 campaign. we want to create this campaign so that we can communicate who we are in a way that speaks to more than one woman. you see, the the core, the Giannico woman is a modern milanese woman. The A campaign video will be created and in this video you will be able to follow the daily life of three women who or in different stages of their lives. From the moment she wakes up to the moment she comes home and lays in bed, The viewer will understand who the Giannico woman is. All the questions that we had while researching the brand will ne answere. Who is the Giannico woman? How old is she? What does her daily life look like? Where does she live? What does she do for a living? Not only is this a short term campaign, it is also the introduction of a long-term strategy. Building brand awareness is the top priority of this campaign. Live shopping is another tool we will heavely focus on. The concept is not new but the trend is growing. Each liveshopping event willl have a specific theme ex. Wedding guests/Workattire/Vacation ect, and by the end of each live the viewers get an exclusive promotional code that is available for 24h. This code is only attainable by watching the live.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

''THE 9 TO 8 LADY MILANESE''

The main idea is to do a online campaign with the goal to grow the e-commerce through liveshopping and paid media. We focus on e-commerce sine Giannico doesn't have a physical shop We want to invite people to be their own kind of Giannico girl. The campaign video vill show different realities and lifestyles and through that, show how Giannico had glamorous shoes for every occasion. Since the branding of Giannico is unclear, this will be a chance for the brand to prove that thus they are a young brand, the quality and italian style is something that is timeless and alway desirble, all while they develop the brand. OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

''THE 9 TO 8 LADY MILANESE''

STORYBOARD

getting ready in the morning

Proposal of how the storyboard could be divided of the campaign could look like. OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

Entering work

Workday

On her way to aperitivo

Coming home

Gender: Female Age: 24 Occupation: Architect Income: Low to medium Status: Single

She is in her mid 20´s and recently graduated. She started to work as an architect. She likes to have a good time and dress up whenever she gets the chance. She loves to tryenjoy the little things in life, spends time with her friends and visits new places. What she loves to do: looking for new places to discover. Francesca has a strong sensitivity towards sustainability in every aspect. She likes to be conscious about what she consumes. That’s why she prefers to purchase clothes from brands that

Interest in purchase: Style Quality Aesthetic and esthetic Brand values

Motivation: Conscious consumption Cultured person Climate change Social causes

FRANCESCA

Gender: Female Age: 42 Occupation: Lawyer Income: High Status: Married

She is in her early forties and started a family. She enjoys taking strolls around the city. Spends time with her friends and likes to visits new restaurants and art exhibitions. Camilla has a strong sensitivity towards quality and durability of the clothes and shoes she buys, she much rather spends a little bit more if the clothes will last longer. She is more inte timeless classics rather than trends.

Interest in purchase: Style Quality Aesthetic and esthetic Brand values

Motivation: Conscious consumption Cultured person Climate change Social causes

CAMILLA

LIVESHOPPING Why and how it works

What is Live shopping? Technicalities ''Livestream ecommerce is a business model in which retailers, influencers, or celebrities sell products and services via online video streaming where the presenter demonstrates and discusses the offering and answers audience questions in realtime.'' Audiences may also interact with the broadcast in real time by leaving comments, which helps marketers enhance their customer connections. It simulates the in-store purchasing experience, where sales were typically made through face-to-face discussions about items.

For a long time, live stream shopping has been a significant craze in China; for many gen-Z and millennials across the country, the fast-paced, hectic, and colorful streaming have become routine. Popular influencers frequently host the events, which offer different goods from different businesses in each broadcast, with some things selling out in minutes. The trend began in 2017 on platforms such as Taobao, Weibo, and WeChat, and the sector is currently valued at $66 billion, accounting for 20.3 percent of all online sales in China. More than 10 million live streaming sessions were recorded in the first half of 2020, demonstrating the popularity of the format among Chinese consumers.

Origin

LIVESTREAMING & CHINA Industry was worth of $66 Billion in 2019. According to eMarketers, China has the highest rate of e-commerce of any country as a % of total retail sales & the highest absolute sales level. In 2021, the market in China is anticipated to reach more than $300 Billion. Capacity can be up to 10 to 20 thousand watchers. Consumers can learn about products or trends, ask questions and get real-time answers, and buy right in the moment. Removes friction between discovery and shopping, offering a seamless experience as it telescopes the customer decisions journey from awareness to purchase.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

Taobao Live platform, the total GMV driven by live streaming during the 2020 11.11 shopping holiday grew over 100% year over year. In 2019, live streaming accounted for nearly 20 billion RMB or $3 billion USD of total sales. The chinese government has supported the livestream as a new engine of e commerce, and as a solution to unemployment after pandemic.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

The 11.11 Global Shopping Festival is an annual event for brands and consumers to raise awareness about the value of online shopping. Since launching in 2009 with just 27 merchants, more than 290,000 brands and over 900 million Chinese consumers now participate in the festival’s two shopping windows — from November 1 to 3, and the main event on November 11.

BEFORE AND AFTER THE PANDEMIC ''Although the trend of livestream has been part of Chinese internet culture for years, analysts say the coronavirus pandemic has made it mainstream.'' CNN Business With the impact Covid-19 has had on worldwide sales, luxury brands have turned to China as the country was one of the first to get the pandemic under control and it’s economy has been quickly returning to pre-Covid levels. In an all-out effort to meet Chinese consumer demands, luxury brands are undergoing massive digital transformation. DID YOU KNOW?

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

Before the pandemic, researchers were expecting 2 to 3 years for livestream to become the mainstream trend in China; insted, prior to COVID, it took 2 to 3 months.

STRATEGIES THREE CLASSIC THEMES 01. Tutorials, such as make-up demonstrations and suggestions 02. Interviews, with a big name or influencer that can atract more expectators 03. Behind-the-Scenes, storytelling of a product or brand; makes the company closer to the audiance.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

BUY IT NOW It is an easy shopping process, almost immediate and impulsive. They are focused on the theory that new products should be consumed quickly, before it is too late. Everything is on the same app to make it easier and quicker to buy: the livestream, the clothes infos, the customer's bank account, etc.

THE LIVESTREAM EXPERIENCE WITH LUXURY FASHION & COSMETICS Analyst firm Gartner’s IT-0.2% recently released Digital IQ Index: Luxury China 2020 report found that luxury brands have been joining emerging platforms in droves. 60% of luxury brands now operate an account on the social review platform Xiaohongshu (RED), up from only 13% in 2019. And 49% of luxury brands have an official account on Douyin (TikTok), up from 33% last year. While luxury cosmetics have long embraced live streaming and commerce festivals, brands’ true luxury divisions such as bags, apparel, and jewelry have typically avoided them for fear of hurting their brand image. However throughout this year we’ve seen several luxury brands experiment with live streaming, including Bottega Venetta who worked with Austin Li to sell 230 bags in 10 seconds, and Salvatore Ferragamo whose live stream on WeChat garnered over 3.2 million viewers.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

EUROPE - CURRENT SITUATION Although livestreaming and live shopping are not new concepts in Europe, they are not as well integrated and commonly used here as in China. Currently we don't have a strong and popular social media that is used and built around live streaming and live shopping, like they have in China. Instagram, Meta (Facebook) and TikTok all have a live streaming feature, but it is not the main focus of their application. Recently Meta introduced ''shopping'' to their live-function. ''Sell products, interact with viewers and find new leads with live streams in real time.''. However, as we saw before, this is old news in China. European companies are embracing livestreaming as well as promotional techniques from China Western brands are establishing their own live-commerce ventures and events to promote their products, especially in beauty and fashion Earliest adopters was German beauty retailer Douglas Tommy Hilfiger recently extended its livestream program to Europe and North America following successes in China convert sails even faster

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

COMPARING - HABITS AND ATTIDUES CHINA

EUROPE

Physical shops work more as showroom

Face to face shopping is rooted

Open to new tech innovations

Not use to watch videos on their phone for long hours

Trust what their KOLs recomend Main way to find new products

Trust their KOSs more Buying decisions influenced by family or friends

PLATFORM TYPES CHINA

EUROPE

Taobao live, Douyin,Kuaishou

Bambuser

Multi channel nteworks have crucial role in training KOLs and connecting them with brands

Beginning to offer livestream functionalities

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

brands keep ownership of the costumer datas

RECOMMENDATIONS

FOCUS ON THE FACEBOOK PIXEL & GOOGLE ADS. With the Facebook pixel data, it is easy to build a customer base and target it to certain audiences with ads. After visiting your website & social media channels several times, we did not get any targeted ads. Therefore we recommend you to insert the Facebook pixel into your website. Because it gives your brand many additional advantages for creating advertisements. Google is a searching machine that is daily used by the public. As a brand you miss out on a lot of information if you don't use Google Ads. With Google Ads (SEA) you can collect more information of visitors of the website, you can increase your Click-Through-Rate and in the end: your online sales.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

SHOPPABLE TAGS - INSTAGRAM ''Instagram Shoppable posts are one of the easiest ways to turn followers into customers on Instagram. With Instagram Shoppable posts, businesses can tag products (listed in their Instagram Shop catalog) directly in feed posts, Instagram Stories, IGTV videos, Reels, Guides, and Live broadcasts.'' Later.com

PAID ADS ''Paid advertising is an online advertising model where advertisers bid to participate in real-time auctions in order to show their ads within slots on a specific platform or network. For example, in this search on patio furniture you can see both shopping ads and text ads.'' innovationvisual.com

SOCIAL MEDIA PLAYBOOK

BRAND PERSONALITY

OUR PERSONA Giannico is a competitive lady and a visionary. She focuses alot on her mindset and aims to be one that reminds, empowers and enables the women around her life to follow their dreams. While Giannico values the genuineness and the good in life, she belives business cannot be done without pleasure. Her ideal holiday is where the lemons grow, where she can go enjoy pasta pomidoro by day and limoncello by night with her best friends. There she collects energy and feeds her creativity. She belives the early bird catches the worm and starts each day with a little exersice. When it comes to music she listens mostly to popdivas and enjoys watching documenturies and romantic comedies. Giannico is the cool and supporting big sister you always wish you had, she is recognised among the elderly, yet respected cool among younger. She is constantly searching for growth on her frequent travels. She doesn't mind being center of attention, even though she likes to put the spotlight on the people around her. In short, Giannico is a fun and quality-driven brand. It is important for us to be at the forefront of social media so that we can always offer our customers the absolute best - we do not compromise on quality or experience. OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

CONTENT PILARS

NEW CONTENT STRATEGY We build our content based on three recurring themes. These themes are a mix of content that supports our goals and creates the right kind of context for Giannico. Craftmanship is here to educate followers about italian artisan and heritage. Giannico allure is about creating longterm value and sharing entertainment. Ladies We Love is to create a bond between us and the costumers, to engage with them on a personal level.

CRAFTMANSHIP

We value quality, tradition and honest trasparente pricing. But we are also interested in the craftmanship of the modern woman! We are proud to say that our shoes are made by italian artisans but equally, if not prouder to support and empower the women who follow and buy from us. - Longterm Value OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

GIANNICO ALLURE

Through these posts we can share the personality of the brand and communicate with our target in a direct and creative way. This theme's purpose is to build engagement around the brands aesthetics and energy. To create a following inside and outside the social platforms that is desirable to be apart of. Being up to date with social media trends and challenges is also a part of this theme. - Longterm & Shortterm Value

LADIES WE LOVE

This theme's purpose is to grow the brandvalues and create an emotional connection with our most engaging followers. Building a community around Giannico is the prime goal around this theme. Sharing stories of Girls We Love and ambassadors is also included here. - Shortterm Value

KPIs

PAID MEDIA FUNNEL

omni-channel campaign proposal

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

KPIS

Nielsen brand lift

MOMENT IN CAMPAIGN

DISCOVER

CONSIDER

ROI

JOIN

LOYALTY

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

Update website and be prepared and launch campaign video

Introduce liveshopping concept. Schedule and prepare themed shoppingpaid media

Create hype round live shopping, hosted by relevant influencers

GOALS

KPI:s

Create awareness

Views of the paid ad Views of social meida post

Create top of mind awareness & participation

Peak an interest Visitors to the website More online followers Likes en views

Increase sales online and offline

We want the Gen Z's to be the ambassadors of Giannico, Increase sales online

Participation in liveshopping Store visitors online and offline Views of the collaboration video Sales Email signups

CUSTOMER JOURNEY

DISCOVER

CONSIDER

JOIN

We want to create awareness by positioning Giannico as the reliable young brand, like Manolo Blahnik but for the younger generation.

We want to create top-of-mind awareness among Milan's conscious, sustainable and hip Gen Z'ers living in Milan.

The Milanese Gen Z'ers have to like the clothes and want to buy them. We must get them to go explore the the e-com or/and participate/watch the liveshopping events online.

We introduce a campaign where we present how our brand can be implemented in the lifestyle and wardrobe of different kind of women.

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

The main goal: They have become aware of the brand and start considering it as something they are willing to spend money on. Targeted ads with different CTAs so they can discover different touchpoints of the brand. The website, shoppable tags, inspiration, liveshopping

The Gen Z audience has to follow the Instagram and TikTok account.

LOYALTY Liveshopping is now a recognised conspet among our targetgroups and they look forward to the next one.

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