INDEX
1. ARKET SPAIN .................................................................................5 2. TARGET............................................................................................ 7 3.COMMUNICATION PLAN................................................................... 8 4. OBJECTIVE 1 ................................................................................. 11 4.1 STRATEGY 1 - brand promoters....................... 11 4.2 STRATEGY 2 - magazine advertising........................ 28 4.3 STRATEGY 3 - paid advertising on instagram ....... 38 4.4 METRICS ........................................................................ 45 5. OBJECTIVE 2 ................................................................................ 46 5.1 STRATEGY 4 - personalized content......................... 46 5.2 STRATEGY 5 - hashtags .............................................. 55 5.3 STRATEGY 6 - eco-friendly spain’s packaging ...... 58 6. OBJECTIVE 3 ................................................................................. 61 6.1 strategy 7 - arket’s social media ........................... 61 6.2 metrics ........................................................................ 66 7. objective 4 .................................................................................. 67 7.1 strategy 8 - events ...................................................... 67 7.2 metrics .......................................................................... 84 8. final calendar ........................................................................... 86 9. final budget ............................................................................... 87 10. bibliography.............................................................................. 88
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ARKET SPAIN. The aim of this project is to design an integrated communication plan based in Spain for ARKET. ARKET is a new Swedish lifestyle brand with a mission that offers high-quality, classic fashion products, minimal dĂŠcor and Nordic cuisine at a good price. The brand core values are equality and sustainability. (ARKET, 2018) Their physical stores have their own Cafe attached, which allows their customers to immerse themselves in the Nordic culture the brand embodies and connect fully with it (VOGUE UK, 2018). According to the previous exhaustive research on ARKET, some key aspects had been identified. ARKET is successful regarding the solid company culture, identity and values they have built since it was launched. However, ARKET has yet to stress their communication activities to penetrate a larger part of the market. The results of a survey clearly show that people in Spain have not heard of the brand, however, they do purchase from its main competitors.
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TARGET. From 25 to 50 years old. They have a classy personality and are willing to spend extra money on quality clothes. Environmental-friendly people who are interested in social and cultural issues. Mature and high-end customers.
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COMMUNICATION PLAN. The main objective of this communication plan is to get revenue and increase traffic in their social media from the Spanish consumer. However, to get to the final and main goal we have stated subobjectives that will be covered by a 365 communication plan.
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OBJECTIVE 1.
Create brand awareness in Spain. As ARKET is a lifestyle orientated brand, the strategies must target the potential customer to be able to position the brand as a leader in its sector.
STRATEGY 1. BRAND promoters DURATION: 3 months. ARKET will realize collaborations with two Spanish influencers who will become the main brand promoters. They both embody ARKET’s aforementioned visual and lifestyle values.
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NINA URGELL - 801K
Also known as @ninauc, has been chosen to be ARKET’s brand promoter due to the way she understands fashion: a reflection of personality. Her inspiring personality combines art, fashion and photography where no personal data is shared but a specific life vision. Her Instagram profile is minimal, and her the content published is about trips, fashion and dÊcor. (Kave Home, 2018)
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@joanpala, has been chosen for the way he communicates. He considers himself to be a storyteller where the whole setting is important. Each detail counts. His main values are to be natural and authentic. (The Flow House, 2018)
JOAN PALĂ - 205K 13
INFLUENCER ACTIONS 1. INFLUENCER GIFT PACKAGE
Both influencers will be receiving a big package as a gift from the brand that will include homewear and clothing. Their job is to post weekly, both an Instagram story and a picture tagging ARKET.
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2. FREE SHIPPING SWIPE-UP
Both influencers will post a swipeup announcing ARKET is going free shipping in Spain. The swipe-up will direct the user to the webpage home of the online store. DURATION: March 2019
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4. INFLUENCER DISCOUNT CODE
ARKET’s brand promoters will be in charge of posting their own discount code that will be applied to the final price of the purchase.
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3. GIVEAWAY
A giveaway in partnership with ARKET and both brand promoters will be active for two weeks. The participation to de giveaway will be through the web subscription and the winner will be announced via email. Both brand promoters together with ARKET’s Instagram will be in charge of announcing the giveaway details.
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4. events
Furthermore, they will have to announce and sponsor the events (stated on STRATEGY 7).
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CALENDAR STRATEGY 1.
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BUDGET STRATEGY 1.
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STRATEGY 2. Magazine ADVERTISING As a brand awareness strategy, ARKET will also pay for advertorial to three different magazines so as to have three diversepublications with different targets but with the same taste, aesthetic and values as the brand. Cereal (design), The Gourmand Magazine (cuisine) and Open House (design). Even though the magazines are not the most renown magazines in the market, their readers are very loyal and part of them are Spanish. (Woomio, 2018) Furthermore, ARKET will send a press-kit about the events the brand will carry out (explained in STRATEGY 7) to the aforementioned magazines and Courier Magazine, Dardo Magazine, Bonart, Be Healthy, Exit Media, Arquitectura y diseùo, AD Magazine and Nuevo Estilo, magazines related to a healthy lifestyle, art and design. Nevertheless, a press room will be created in ARKET’s webpage in order to send the digital press release and the files attatched to press.
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ARKET is going to realize three different events during the season. The Swedish lifestyle brand wants to offer its Spanish customers a unique experience to get to know more in depth the Nordic values ARKET embodies, equality and sustainability. The simple and minimalistic aesthetic brand has developed different experiences completely aligned to the product they are offering; clothing, accessories, homeware and food. On the one hand, two popular galleries from both Barcelona (Villa del arte Galleries) and Madrid (Travesia Cuatro) are going to have a free exposition for 3 days. The exposition will share a clear view of the identity of the brand by exposing their products in an artistic scene (décor, clothing and accessories). An ongoing art exposition will also be taking part in the art gallery. Furthermore, Nordic snacks will be offered to the visitors in order to make them try the cuisine and beverage ARKET offers in its café. On the other hand, Martin Berg will be giving a workshop on Nordic cuisine. He is the head chef for the café of the brand and one of the early proponents for the new Nordic food movement. At the end of the workshop, the assistants will have developed an everyday simple and healthy menu recipe together with many other surprises the brand has organized to provide their customers the best experience possible. The cost for assisting to the workshop is 12€. And last but not least, a yoga masterclass is going to be held in Barcelona for those who love to have a healthy lifestyle and enjoy a relaxed morning with ARKET.
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BUDGET STRATEGY 2.
SEND PRES-KIT
PRESS - KIT PRESS-KIT PUBLICATION IN RECEPTION PRESSROOM
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BUDGET STRATEGY 2.
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STRATEGY 3. PAID advertising on INSTAGRAM
An advertising video will be displayed on Instagram in order to get to potential people likely to be interested in ARKET’s product. The video will appear as feed content on people from Spain. The strategy will last for 30 days per month during 3 months and the estimated reach per month is between 55,000 and 150,000.
keywords. sustainability nordicfood homeware minimal design style art
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COMING SOON WITH ARKET’S HASHTAG
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CALENDAR STRATEGY 3.
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BUDGET STRATEGY 3.
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METRICS FOR objective 1. So as to evaluate the strategy 1 and 2, ARKET will measure the number of people that has their content in their timeline and calculate the growth of followers that come from influencers, number of impressions, shares and content views. 45
OBJECTIVE 2.
ENGAGE THE SPANISH POTENTIAL CUSTOMER AND GROW A COMMUNITY. So as to generate long-lasting and loyal relationships with potential customers, the brand must strengthen engagement strategies which will enlarge the number of followers.
STRATEGY 1. BRAND AMBASSADORS* STRATEGY 4. PERSONALIZED CONTENT. Spanish ARKET subscribers will be receiving newsletters via email in order to build a community with them and make them participant of the brand.
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ENJOY FREE SHIPPING IN SPAIN DURING MARCH
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CALENDAR STRATEGY 4.
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STRATEGY 5. hashtags
ARKET will create three challenging hashtags so as to engage with their community and excite their customers to participate and interact with the brand. The main goal for this hashtag is to create a healthy 30 menus book with recipes from ARKET customers within a duration of two months. People will have to upload a quality picture of a healthy dish they have prepared to instagram. The caption of it will have to be the recipe and the hashtag. Furthermore, the participants will have to tag arket in their picture. 30 dishes will be selected at the end of the challenge to create a recipes book that will be selling online. The winners will also be given the book as a gift. Every two months a 50% discount will be given to the winner of the ARKET’s home hashtag challenge. The participants will have to tag a quality and artistic photo of their ARKET homeware with the hashtag. The brand will be selecting the winner and their image is going to be published in their Instagram account together with the discount. This hashtag will be referencing the meaning of ARKET (blank page). Artistic and quality pictures will be uploaded by the participants. They will have to implement white in a creative way to their pictures (background, clothing, etc.) Each month the selected picture will be winning a white product from ARKET that will be previously announced through the brand’s social media.
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CALENDAR STRATEGY 5.
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STRATEGY 6. ECO-FRIENDLY SPAIN’S PACKAGING An eco-friendly special but still simple and minimalist packaging will be designed for the purchases made and shipped to Spain in order to provide a personalised experience to the client and deliver them value. The package will be created for the first 3 months since the campaign starts. ARKET SPAIN “THE SUSTAINABLE BOX” will be written in the box so as to make emphasis in the concern the brand has with sustainability as a way to engage with customer’s lifestyle and to state that the package is uniquely designed for Spanish consumers. Three different sizes will be created of the same design.
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BUDGET STRATEGY 6.
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OBJECTIVE 3.
qualified leads. This digital strategy will basically focus on Instagram, the most active and used social media by the main target for ARKET.
STRATEGY 1. brand ambassadors strategy 7. arket social media Even though ARKET’s Instagram content will follow the same structure, the brand will also upload relevant content for Spain, such as the Spain free shipping, the 10% discount for subscribing and the hashtags challenge winners pictures aforementioned. ARKET will stress their YouTube channel to create a transparent environment within the brand and customer. The videos that will be uploaded in the platform will provide information about the company, the process of manufacturing and the inspiration for the creation of the products.
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INTRODUCING ARKET’S TEAM The whole team of ARKET will be introducing themselves and will be interviewed in a humorous way. BEHIND THE SCENES The video will show how campaigns work behind the scenes, how the team works and the making of them. THE PROCESS OF MANUFACTURE How products are manufactured. This video will also include the sustainability and social-concern about the brand. MARTIN BERG INTERVIEW Martin Berg will be interviewed to explain in detail how is healthy and nordic food affecting our day to day and how is ARKET applying it WHERE DOES ARKET COME FROM The history of ARKET, its meaning and values will be explained in a visual way together with some inputs from the brand directors and founders. THE INSPIRATION OF OUR DESIGNERS What do designers want to achieve with the designs they create and how do they get there.
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CALENDAR STRATEGY 7.
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BUDGET STRATEGY 7.
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METRICS FOR objective 2 and 3. ARKET will study the customer’s generated content, shares and interactions with the brand through social media. Furthermore, repeated purchases will also provide information of customer’s loyalty. ARKET’s hashtag will also be tracked together with the number of new subscribers. The calculation of the number of leads and purchases that have been originated from social media will also be evaluated.
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OBJECTIVE 4.
TANGIBLE EXPERIENCE AND INTRODUCTION OF THE BRAND IN SPAIN. As ARKET has no physical store in Spain and the main aim is to target the potential Spanish consumer, the brand needs to bring the brand experience closer to the customer as a path to become part of the community.
strategy 8. EVENTS ARKET will have three different events going on through the whole campaign. Story:we produce will be selected as the producer agency to record the events and photograph them so as to produce content to publish after event has been live. On the one hand, the companies that collaborate with ARKET with the events will also publish content related to it, which will lead to new views and possible customers. On the other hand, the digital content produced by the Story will be sent to the different contributors and assistants via email so as to generate post-event content that does not only come from ARKET’s own media.
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1. GALLERY EXHIBITION
So as to introduce the brand to Spain, an exhibition of ARKET’s clothing and homewear will be held in an art gallery both in Madrid and Barcelona. Together with ARKET’s exhibition, the art gallery will have an art exhibition going on so that their usual visitors will be likely to go there and become potential customers for ARKET. The brand wants to provide their consumers a history of the brand and taste of its values and identity whilst showcasing the in-house collection. Both exhibitions will take part the same day.
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VILLA DEL ARTE GALLERIES
TRAVESIA CUATRO
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2. martin berg nordic cuisine workshop
ARKET will organize a Nordic food workshop with Martin Berg, the head chef for the cafÊ of the brand and one of the early proponents for the new Nordic food movement (ARKET, 2018). The workshop will also be held both in Madrid and Barcelona. The workshop will explain ARKET’s values and the brand itself in a brief way and then, Martin Berg itself will give a workshop on how to improve the overall quality of our food, combinations of Nordic cuisine and new applications for traditional products. At the end of the workshop, the client will have developed a menu of simple everyday recipes. They will also be given a surprise gift at the end of the workshop that will be a Nordic cuisine book and an apron. DATE: 27th April in Barcelona - 4th May in Madrid (11.30am - 1.30pm)
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COCINEA MADRID
BORN TO COOK BARCELONA 71
DEVELOPED MENU:
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3. yoga masterclass
ARKET will organise two yoga masterclasses that will take place in The Garage Barcelona, a yoga specialized establishment. The coach for the masterclass will be VerĂłnica Blume the founder of The Garage. DATE: 18th May (10.30am - 12.00am)
MASTERCLASS 1. Masterclasses will be exactly the same, however, this masterclass will be organised for a micro and macro influencers group in order to promote both the brand and the activity the brand will be doing. The group of influencers has been chosen through their lifestyle and the product they are offering in their social media (artistic, minimalist and socially-concerned). Influencers will be paid for their assistance and will have to promote the masterclass by posting the video and 3 photos tagging arket’s instagram within the month the masterclass will be taking part. This photos will be given by the brand after they have recieved the quality images from the photographer.
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MASTERCLASS 2. Masterclass 2 will be open for the public. Customers will have to confirm assistance through the email they will recieve informing the masterclass.
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CALENDAR STRATEGY 8.
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BUDGET STRATEGY 8.
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METRICS FOR objective 4. User generated content will be the most important metric for the events together with shares and purchases.
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FINAL CALENDAR
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FINAL BUDGET
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InĂŠs Campeny de Lara BA Fashion marketing & communication Level 5, 2018- 2019, 5FAMK001C Digital Fashion Communication and Marketing - CWK2 Cristina Lastra, J.A. Guerrero, Joan Alvares, Javier Ortiz-Olave 1555 words