KPIs

KPIS & CUSTOMER JOURNEY

See

Content:

Release of the contest I WANT TO BE SE:AN on Instagram and TikTok.

Paid media: Instagram & TikTok ads. To promote the I WANT TO BE SE:AN contest we want to use ads. Owned media: TikTok & Instagram where they share the contest

Think

Content:

The content I WANT TO BE SE:AN and Influencers marketing: The Sea legacy (ambassadors).

Paid media: The Instagram accounts of the ambassadors of the Sea legacy. The Sea legacy shares a video of the contest.

Owned media: The homepage of the website and TikTok & Instagram.

Touchpoints: Touchpoints: Do

Content:

Participation in the Photography festival in Milano from 14 -31 October with the winner and the Sea legacy (ambassadors). A video created in collaboration with the Sea legacy about the course of action of the North Sails and the contest. Touchpoints:

Paid media: Instagram of the Sea legacy, they share the video.

Owned media: The shop in Milan, the tvscreens. The website, Instagram, TikTok and website where they share the video of the photography week.

Care

Content:

Introduce of the North Sails filter to ask the Gen Z audience to give their opinions online of the North Sails.

Owned media: TikTok and Instagram, to share the filter.

Earned media: The Instagram & TikTok accounts of the Gen Z audience who use the filter.

Touchpoints:

KPIS & CUSTOMER JOURNEY

See

KPI's :

35% of the Milanese 18-26 years have to see the paid advertisement on Instagram by the end of June/ beginning of July. 25% of the Milanese 18-26 years have to see the paid advertisement on TikTok by the end of June/ beginning of July. X% of the Milanese 18-26 years have to see the Instagram post of the I WANT TO SE:AN contest by the end of July on the Instagram of the North Sails. X% of the Milanese 18-26 years have to see the TikTok post of the I WANT TO SE:AN contest by the end of July on the Instagram of the North Sails.

Think

KPI's :

25% of the Milanese 18-26 have to participate with the I WANT TO BE SE:AN contest by the end of July. X% new visitors to the website by the end of July 2022/ beginning of August. X% more followers on Instagram by the end of August. X% more followers on the TikTok account by the end of August. 25% of the Gen Z’ s following Sea legacy on Instagram are looking more than 3 seconds to the video of the I WANT TO BE SE:AN contest, the Sea legacy shares. The video of the I WANT TO BE SE:AN contest shared by the Sea legacy on Instagram has 10.000 views.

Do

KPI's :

X% more visitor of Gen Z’ s to the Milan store by the end of November. X% of the Gen Z’ s living in Milan know the core values and the core business of the North Sails: Go beyond and commitment to protect and to preserve the ocean. The post of winner of the contest on the Instagram page has 2500 likes. The post of the winner of the contest has X views on TikTok. The video made in collaboration with the Sea Legacy on TikTok has X viewers. The video of the Photography week has X viewers after one week on the Instagram account. The video of the Photography week has X viewers after one week on TikTok. The online sales increase with X% in the month of November The collaboration video with the Sea Legacy has 4000 views and 1500 likes on the Instagram of the Sea legacy.

Care

KPI's :

15% of the Gen Z followers of the TikTok account use the North Sails filter on TikTok.

25% of the Gen Z followers of the Instagram account use the North Sails filter on Instagram.

X% of the Gen Z North Sails lover recommend the brand to their friends.

CAMPAIGN CALENDAR

BUDGET

BUDGET

THE BUDGET BREAKDOWN

Paid ads: We focused on social media paid ads in this category. We concluded that Instagram and Tiktok are the best options to use as a channel to reach Gen Z, because they are the two most used platforms by this group. First, we are going to select a broader target. And as we reach people, the paid ads will target a more specific group. The destiny budget for the social media ads is 7000 euros: each platform gets half of the total. Although you can do a good campaign with this amount, we suggest you review the budget and invest more money in this category for it to be more effective.

Trip to St-Tropez: As we said before, the contest winner will win a trip to St-Tropez with Sea Legacy. This price includes accommodation, plane tickets, rides, and food for four days in the Blue Cost. The flight will be a departure from Milan to St-Tropez; the hotel is 10 min from the principal port, the transport includes the rides to the airports and in the destiny if needed. Contest Video: We count the production and postproduction expenses of the content that will be shown on social media accounts for the contest. This is an estimate. If it is possible to do it internally, we would lower this cost and allocate it to social media ads. However, this is the cost if we outsource it

Ambassadors: As said before, the Ambassadors will be Sea Leagacy, with whom you have already worked with them in the past. We thought about them because they are aligned with the purpose of the campaign as they have a good awareness among the audience that we want to reach. The amount that is thought for the Ambassador is a lot more than for the campaign itself because we know how much the Sea Leagacy Team costs.