Culture Kings X Nick Kyrgios
JASMINE SIMON
103272116
Tuesday 8:30
MDA20011
Culture Kings stands at the forefront of premium streetwear that “showcases a unique blend of music, sport and fashion” (About Us - Culture Kings, 2021) worldwide Culture Kings has established itself as an exclusive and superior brand that provides various products for all genres, styles and cultures. Moreover, the immersive experience begins at the Culture Kings stores where top Australian DJs perform daily and the introduction of entertainment activation offers, allows customers to win exclusive items by competing in “Sharpshooter challenge free-throws, the Culture Kings claw machine or the tactful Holy Grail” (About UsCulture Kings, 2021) Due to COVID-19, the retail industry has faced many challenges, one being online retailing, where “traditional retailers need to expand their digital channels” (Oo, 2022) as consumers now need multiple ways to purchase a product and engage with the brand. Additionally with rising household disposable incomes, “consumers spend more money on purchases such as clothing”(Oo, 2022), therefore Culture Kings needs to develop a strong competitive advantage and build awareness to flourish in a niche market and develop consumer needs and wants.
Culture Kings is a retail brand that is known for streetwear clothing. As a retail company, the three main goals for the campaign are to:
Increase omnichannel presence
Create brand loyalty
Enhance brand awareness
1. 2. 3. These objectives are important as they will establish the brand's position in the market.
Culture Kings is already an omnichannel business as they sell their products through multiple touchpoints including a mobile app, website and brick and mortar stores. However, the objective of increasing these touchpoints will play a vital role in creating constant customers both in-store and online, ultimately boosting business sales in the future.
Creating brand loyalty is important for a retail business as a “brand is regarded as the most invaluable asset for almost all organizations” (Phong et al, 2020), and contributes to customer loyalty through product differentiation and uniqueness Therefore, standing out from competitors is critical and aligning the brand with customers' needs and wants, ultimately creates customer satisfaction.
Lastly, enhancing the brand awareness of Culture Kings is essential for the business to have a “special position in the consumer ' s mind” (Bilgin, 2018) and build brand identity The identity of a brand is produced by the communication between the consumer and the brand, where “the greater the power of communication, the higher the consumer ' s brand preference and loyalty” (Bilgin, 2018) Therefore, Culture Kings as a business needs to attract permanent consumer attention that communicates its positive brand image in order to boost brand awareness.
Age:19
Gender:Male
Occupation:Casualretailassistant
Location:South-eastMelbourne
Status:Single
Living:Athome
Tomisa19-year-oldwhocurrentlylivesathomewithhisparentsand siblingsinthesoutheastofMelbourne Heisworkingasacasualretail assistantatJDSporttoearnmoneyfortheweekend Tomalwaysknows thenewestfashiontrendsbeforeithitsandwhenheisn'tworkinghe lovestoplaysportsandscrolltheinternetfornewwardrobeadditions
Haseasyaccesstothedigitalworldtopurchasethingshewants Loveshiscausaljob isrespectedbytheemployerandother coworkers
Prioritisesfriendsratherthanfamily
Traveltheworld
PlantogotoUniversityorstartanapprenticeship
Prioritisefriendships
SpendtimegoingtothegymanddoingthethingsIlove
Inflationhasmadelifemoreexpensive
Usessocialmediatoooftenandgetsdistractedeasily
Findsithardtohavelong-termgoals
Fashion trends
Sport Fitness
Reading
TOM WATERSON
Based on primary research, 70.4% (Figure 1) of the audience identifies as male Moreover, they are between the age of 18-20 and belong to the Look At Me Roy Morgan value segment. This segment refers to a pattern of “youth and rebellion from the family or household” (Look at Me - Roy Morgan Research, 2022) The look-atme segment wants to be part of the in-crowd and look for fun away from home. This segment values fashion and the latest trends, which stand out from the group and is found among socially active teenagers who prefer to go out than stay home Lastly, as seen in figure 2, 63.6% of respondents work a casual job as they are “short-term thinkers” (Look at Me - Roy Morgan Research, 2022) who look at getting a job rather than a 9-5 career, as this “carries more responsibility” (Look at Me - Roy Morgan Research, 2022).
As the target audience has many interests including, fashion, sport, fitness and reading they fit into the Psychological Continuum Model due to the need to “satisfy deep-rooted needs” McClung, 2012) that are often unfulfilled in society. The target audience values their hobbies and interests differently and they aren’t all equal They have an awareness and attraction to reading, an attachment to sport and fitness and an allegiance to fashion. The target audience adopts the PCM as it promotes the “feeling of belongingness and selfworth”(McClung, 2012)
of social , Youtube udience is ound 85% 6 months” unications
he target ware that following an initial eveloped”
Moreover, the target audience expresses an emotional attachment to sports and sporting individuals as they “exert a major interactive influence on a range of socialisation outcomes” (McClung, 2012) This, therefore, creates customer loyalty and commitment which “helps organisations to gain a competitive advantage” (McClung, 2012) Therefore, the audience has a strong connection with sports, as they have a “physical and psychological” (McClung, 2012) association.
Lastly, the target audience has allegiance to fashion through the connection that “has become persistent, resistant to change, influences cognition, and produces consistent and durable behaviour” (McClung, 2012) for the target audience They have a strong emotional connection with the fashion world, where they attend events and produce online content that expresses this connection as it “encourages a direct experience” (McClung, 2012)
The Culture Kings campaign that will be launched in collaboration with Nick Kyrgios will keep on trend with their brand, being exclusive and superior and providing various products for all genres, styles and cultures. The campaign will utilise the Australian Open to build brand awareness, customer loyalty and an omnichannel presence by collaborating with Lacoste. The creation of a tennis clothing line, that elicits the brand's premium streetwear style will be worn by Kyrgios during the Grand Slam tournament.
Lacoste’s brand is “at the crossroads of sport and fashion” (About - Lacoste, 2020), where the spirit of the brand continues to “collaborate with leading artists and designers” (About - Lacoste 2020) As the brand is deeply “rooted in tennis”, they have “steadily relied on collaboration to court fans away from the court” (Verry, 2018). Collaborations help to reach younger audiences that “positions Lacoste as a fashion-forward, relevant brand” (Verry, 2018). Supreme and Lacoste’s collaboration in figure 4 demonstrates the “refined sporting heritage with relaxed silhouettes” (Snowden, 2019) that merges both brand legacies The drop featured “varsity jackets, velour tracksuits, fanny packs and polo shirts”, this “bolstered Lacostes reputation with streetwear enthusiasts” (Verry, 2018), therefore teaming up with Lacoste and Nick Kyrgios will engage fans and achieve objectives
Nick Kyrgios is “known as one of the most entertaining players on the tour” (Koustali, 2019), and he is a role model to many young adults as he is “a showman who entertains like nobody else” (Halfpenny 2022). Fans flock to the court when he is playing and they can’t seem to get enough Broadcasters “salivate over Kyrgios’ performances” (Thomas, 2022)as fans are left fulfilled after a match. Therefore, choosing Nick Kyrgios to help build Culture Kings as a brand was the obvious choice.
FIGURE 4
The Culture Kings and Lacoste collaboration will be produced for Youtube, Instagram, Tik Tok and pop-up shop activation, where Nick will be at the centre of all ads to promote the clothing line to the intended target audience. The Youtube advertisement will be a 15sec video displayed whilst the audience is watching Youtube The social media advertisements on Instagram and Tik Tok will be interactive bite-sized videos that will tease the audience into wanting more information. Lastly, the collaboration pop-up shop will be activated to draw the audience in and employ them to purchase the products at the end of a Nick Kyrgios Australian Open match. However, this time will not be specified as a tennis match could go for a lengthy period of time Only true fans watching the game will know when to arrive at the popup shop, due to them watching the match and knowing when it finishes, Nick will then reveal the location where the audience can buy the limited edition Culture Kings X Lacoste line
Youtube is the “third most visited website worldwide”(Dehghani et al, 2016), where young audiences between the age of 18-34 years old appoint two-thirds of it as they “watch YouTube videos more than any cable TV” (Dehghani et al, 2016) Youtube as a platform continues to develop and is “experiencing a considerable acceleration in the development of advertising investments” (Dehghani et al, 2016), where brands have the ability to promote their mission by “distributing and producing video content based on each user ' s needs and preferences.”(Dehghani et al, 2016), this ultimately benefits brand awareness and customer loyalty
z
distinctive especially sing Nick e audience ourage a , 2020) Wulandari st overall r loyalty. orm is the received gagement” ue to it s through 022), this commerce “two-way real time umer and mers are, e product ty of the s enhance rand and big idea,
CLICK LINK TO VIEW MOCKUP:
https://www canva com/design/DAFQlT YWhE/88CxkeS4oCB1-cBotT0cvA/watch?
utm content=DAFQlT YWhE&utm campaign=designshare&utm medium=link&utm source=publishsharelink
The success of this campaign will rely on the total coverage of each quarter The campaign's most suitable metric is the share of voice, this being the “percentage of coverage and conversations about your brand” (Anderson, 2022) to competitors. Moreover, the share of voice will build the objective of brand awareness and generate large-scale earned media for Culture Kings through product reviews, impressions, word of mouth and social media posts from fans.
As Culture King's objectives are to build customer loyalty and an omnichannel presence, the metric to evaluate its success is the total followers on social media platforms, measured before and after the campaign. Comparing quantitatively how many followers have increased/decreased over time demonstrates the campaign’s consistency and engagemen † for the target audience, therefore generating an idea of audience preference, attitudes and behaviour when thinking about the brand.
Lastly, this campaign will have an overall result for Culture Kings to build awareness of the brand and obtain customers and their loyalty. This will not be in the form of a financial return on investment, but an increase in returning customer base, the marketing communications like surveys to ask consumers “what they understand about their product from their exposure to the marketing message”(Luck et al, 2014), therefore measuring qualitative brand recognition and recall.
About - Lacoste (2020), Lacoste, viewed 31 October 2022, https://corporate lacoste com/about/
About Us, (2021), Culture Kings, Culturekings com au, viewed 12 October 2022, https://www culturekings com au/pages/about
Dehghani M, Niaki MK, Ramezani I & Sali R (2016), “Evaluating the influence of YouTube advertising for attraction of young customers”, Computers in Human Behavior, vol 59, pp 165–172, viewed 31 October 2022, https://www sciencedirect com/science/article/pii/S0747563216300450?
casa token=rKQ4j jpwsIAAAAA:mTEWf037GotzlpxpPW46MbnWjZFlWIzw3kJ9v7vB KXMNTk7UT472sKbzDiUXpWE5YDT-Jk87Y
Halfpenny K (2022), “Nick Kyrgios may be annoying but the real problem is his yahoo fans”, The Age, The Age, viewed 31 October 2022, https://www theage com au/sport/tennis/nick-kyrgios-may-be-annoying-but-the-realproblem-is-his-yahoo-fans-20220120-p59pu4 html
Koustali Y (2019), ‘“ick Kyrgios aims to have different fans in Tennis”, Tennis Shot, Tennis Shot, viewed 31 October 2022, https://tennis-shot com/nick-kyrgios-aims-to-havedifferent-fans-in-tennis/
Luck E, Barker N, Valos M, Shimp T, Andrews C (2014), Integrated Marketing Communications, Cengage Learning Australia, viewed 31 October 2022, https://ebookcentral proquest com/lib/swin/reader action?docID=4635116&ppg=30
McClung S, Eveland V, Sweeney D & D James J (2012), “Role of the Internet Site in the Promotion Management of Sports Teams and Franchise Brands”, Journal of Promotion Management, pp 169-188, viewed 31 October 2022, file:///Users/simonfamily/Downloads/Role%20of%20the%20Internet%20Site%20in%20the% 20Promotion%20Management%20of%20Sports%20Teams%20and%20Franchise%20Brands1%20(1)%20(2) pdf
Oo S (2022), “Clothing Retailing in Australia”, AUSTRALIA INDUSTRY (ANZSIC) REPORT G4251 / RETAIL TRADE, viewed 31 October, https://my ibisworld com/au/en/industry/g4251/industry-at-a-glance
Phong LT, Nga TH, Hanh NT & Minh NV (2020), “Relationship between brand association and customer loyalty: The case of online retail industry”, Management Science Letters, pp 1543–1552, viewed 20 October 2022, http://www m growingscience com/msl/Vol10/msl 2019 371 pdf
Saeed R & Zameer H (2015), “Journal of Marketing and Consumer Research www iiste org ISSN”, An International Peer-reviewed Journal, vol 13, viewed https://core ac uk/download/pdf/234694005 pdf
Snowden H (2019) “Supreme x Lacoste’s Hyped Sportswear Collab Is Finally Here”, Highsnobiety, Highsnobiety, viewed 31 October 2022, https://www highsnobiety com/p/supreme-lacoste-fw19/
Thomas S (2022), “The AO, tennis fans and Nick Kyrgios should all be embarrassed”, The Roar, The Roar, viewed 31 October 2022, https://www theroar com au/2022/01/19/theao-tennis-fans-and-nick-kyrgios-should-all-be-embarrassed/
Verry P (2018), “8 Best Lacoste Collaborations: Supreme, Zaha Hadid & More”, Footwear News, Footwear News, viewed 31 October 2022, https://footwearnews com/2018/focus/athletic-outdoor/lacoste-collaborations1202566357/
