RIVETING FREEDOM: A SOCIAL MEDIA CAMPAIGN
Neebo Urbina & Kathryn Walters
TARGET CONSUMER PROFILE JOURDAN, AGE 38 URBAN LIVING ESTABLISHED PROFESSIONAL MARRIED/LONG-TERM RELATIONSHIP NO CHILDREN
QUALITY > QUANTITY SURE OF WHAT SHE WANTS VISUAL CONSUMER PREFERS VISUAL PLATFORMS
INSTAGRAM & PINTEREST BUT USES TWITTER FOR WORK
CAMPAIGN OVERVIEW RIVETING FREEDOM MEMES CHC branded “Rosie the Riveter”
TIME July-September (3 mo.)
OPPORTUNITY
Educate consumer on influence of purchases Introduce consumer to “Riveting Freedom” in her CHC purchases
CAMPAIGN EXECUTION TARGET AUDIENCES
Show CHC woman the power in her purchases Liberates others through her CHC purchases Feels freedom in those purchases herself
KEYWORDS & HASHTAGS CHC, Riveter, freedom, social responsibility #CHC, #CHCrosie, #CHCriveter #RivetingFreedom #PowerOfPurchase
CONVERSATION
CHC provides them with the best in style & quality High standards and giving – best product for consumer
VOICE Charismatic & similar to target consumer
CONTENT TYPE A SERIES OF BLOG POSTS
FIGHTING FOR THE FINEST LEATHER Blog Post
A tribute to quality leather: How CHC’s responsible sourcing ultimately provides consumers with the best quality bag
WHAT’S IN MY CHC BAG? Blog Post
Readers discover what Chelli carries in her CHC bag for travelling; the items just happen to be examples of thoughtful, responsible consumerism
LITTLE BLACK BAG Blog Post
The little black bag never goes out of style and is perfect for a WINGS fundraising event on a summer night!
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THE ATC MINI-MALIST Blog post
Be picky. Minimize your wardrobe, and maximize your life.
MAXIMIZE PRODUCTIVITY THROUGH YOUR WORKSPACE Blog Post
Set up a solid workspace that compliments your flow! Post would feature snapshots of the CHC studio where the magic is made
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EMPOWERED THROUGH PURCHASE Blog post on others’ ideas
Comment on studies http://www.businessnewsdaily.com/2273-shopperspay-socially-responsible-companies.html
NUKE NEGATIVITY Blog Post
Overcoming obstacles and negativity Could be in a specific area or in general
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HIGHLIGHT A RESPONSIBLE CO. Blog post sharing another company’s idea
Everlane used all of its profits from Black Friday to improve its factory in China by adding an outdoor recreation area. Everlane’s goal was $30,000; it reached well over $100,000.
ALL WORK MATTERS Blog Post
CHC honors every contribution that makes the company a success because all work matters. #LaborDay
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THE RIVETER Promotional post
CHC introduces its new bag, The Riveter. Riveter – one who fastens, fixes, or holds firmly
CONTENT FREQUENCY BLOG 1/wk (Mondays) July – Sept. 7, 2015
2/day Mon. – Sat.
FACEBOOK 2/wk (1 blog post, 1 other, related post)
INSTAGRAM 1/day (1 blog per week, others lifestyle with campaign in mind)
Blog promotion each week Resurface pins each month
SUCCESS QUANTITATIVE Views, website visits, purchases, comments, likes, shares, etc.
QUALITATIVE Content of comments, bag most purchased, post most shared, what content users post about CHC, hashtags included in posts about CHC, etc.
THANK YOU