AUDACITY
introduction
au-dac-i-ty
[aw-das-i-tee]
1
Bold or daring, especially with confidence. The willingness to take bold risks. Fearless. Courageous. Fierce. Aggressive. Assertive.
1
overview
Pictured below is the beautiful Hilary Bildsten. She is sporting an adidas originals SUPERSTAR TT track jacket.
M
y challenge was to research competitive brands and examine their marketing strategies. I wanted to pinpoint innovative promotion techniques and their developed sense of social media. I looked at separate competitors and different avenues at which a brand can promote itself. The brands that I will look at are Jordan, Nike Sportswear and Nordstrom. Although Nordstrom is not a direct competitor, in order to be the best in our industry we need to know our consumers VERY well and draw inspirations from everywhere. I will discuss the brands Jordan, Nike Sportswear and Nordstrom and the aveues they took to promote themselves which are; Rollout, social media, digital, events and talent activations. Also, I will discover how the brands heighten excitement around fresh products to capture the hearts and minds of a high school kid.
2
table of contents
what’s inside...
page one
page four
page nine
page eighteen
intro
rollouts
social media & digital
events
page
page
twentytwo
twentyfour
talent
recommendations
page
page
twentyseven
twentynine
crunch the numbers
conclusion
3
timing
rollouts
timing is everything
4
rollouts
JORDAN BRAND
b l a k e g r i f f i n ’ s s u p e r f l y. 2
16 days out
July 16
- Launched Flight Tour - 4 cities in China with 3 main athletes supporting brand
- Chris Paul - Carmelo Anthony - Blake Griffin
All three shoes were exposed to Chinese media
- Super Fly. 2 - SuperNova - Melo Air Jordan5’s
14 days out July 18 13 days out July 20
-Surprise Appearences - JORDAN only retail in Beijing store - ALL three athletes posted different pictures on their personal instagrams announcing that they are in China.
- Sneaker blogs such as SneakerNews, SOLE Collector, Nice Kicks, etc got sneak peek assets for their fans.
Hard launch date August 1
- Release of Blake Griffin’s Super Fly. 2 shoe Nationwide
Post launch
- Retail Price: $130
- TV Spot was released
August 2
#Liftyourgame - Introduced the interactive app - Lets the consumer throw Blake Griffin an alley-oop and share it with their friends
Post launch August 8
- Blake and Drain campaign was launched and apparel merchandise was released to the public.
Post launch August 3
#liftoffwithBlakeGriffin - launched “Blake and Drain” - Event in Santa Monica - Allows fans to TRY the Super Fly. 2 - Hang out session with Blake Griffin on Google+
rollouts
Nike Sportswear #blazerhunt
4 days out
3 days out July 2, 2012
- Announcing the #blazerhunt scavenger hunt through Twitter.
- Nike Sportswear UK - Tinie Tempah - Disturbing London
July 3, 2012
Launch day
- Tinie Tempah released an image of the special edition shoes through his personal twitter account to get the fans excited about the scavenger hunt.
July 5, 2012
- #blazerhunt with Tinie Tempah launches!
Post launch August 2, 2012
- A recap of the event was released to public on YouTube and Vimeo.
rollouts
Nordstrom YOUphoria
*
Campaign launch date
*
April 22
Post launch May 20
- YOUphoria campaign launches
“YOUphoria. It’s more attainable than you think. Find yours at Nordstrom”
- The start of in-store retailer events for fashion bloggers. Goal: for fashion bloggers to reach their “YOUphoria.”
*
July 9
* Post launch
- Nordstrom teams up with Pinterest once again for their Anniversary Sale. - Leveraging iPad displays to showcase products that are popular on Pinterest
Hosted a Fashion Face-Off with fashion bloggers. This encourages bloggers to write about the brand and the campaign to earn votes from fans toward the competition.
- “Top-Pinned” link under the women’s section of the website
*
Anniversary sale July 19
*
Post launch July 11
Early Access starts for Anniversary sale
Anniversary Sale - Promotes the campaign
*
Post launch July 26
Boot Mobile - A trailer that drives to places to promote the anniversary sale and campaign.
social media & digital
social media & digital share our world
9
social media & digital
JORDAN BRAND
BLAKE AND DRAIN
T
his social activation launched on Aug 3. It is similar to Vine where it allows consumers to record real footage. A consumer makes their own alley-oop and inserts it to one of Blake and Drain’s splices. Blake reviews it and if it is an awesome video he will post it on the JORDAN website.
social media activation
#Liftyourgame
In addition to this product story, JORDAN released a TV spot; “Blake and Drain” to set the tone of the upcoming app, “Lift off with Blake” as well as product. This created a mobile experience for the consumer to share with their friends on other social networks.
social media & digital
how it works...
JORDAN BRAND
This app allows the user to be a part of the campaign by virtually throwing a lob to Griffin. Fans film themselves throwing a lob then choose how Griffin finishes the dunk through their mobile platform.
The videos that show creativity Griffin will give it a score and post it on the the JORDAN website. So far, Mark Wahlberg, Macklemore, Diplo, Cedric the Entertainer and many more..
Through this mobile experience it brainwashes the user that the Super. Fly 2 shoes are the reason why Griffin can fly to slam dunk any air ball.
why does this
matter?
This campaign is successful for JORDAN because their consumers are infatuated by instavideo and Vine. Today, consumers rely on their smart phones for everything including when it comes to recording video. More users use their smart phones to record footage because it is much simlar to upload it to other social media outlets rather than connecting to their computer desktops. It gives the user a chance to have 15 seconds of fame with Blake Griffin. The Super. Fly 2 is the vehicle that drives consumers to the app.
social media & digital
JORDAN BRAND
blake on the plus
O +
n August 3, 2013 Jordan Brand had their star on full display for the Google+ Hang out live chat, as a part of Super. Fly 2’s post launch campaign. This took place in Santa Monica before his event, Lift off with Blake. The round table featured a gang of sneaker media members, Complex Sneakers, SOLE Collector, Kicks on Court, Kicks Genius and YoAnty. These guys had an opportunity to get to know Blake and quiz him on the ins and outs of the new Super. Fly 2.
+
This brought attention to the shoe even more because of the involvment of these top infamous sneaker bloggers. Each blogger got a chance to ask in-depth questions about Blake’s career, life, and shoe. Creating this personal Google + Hang out live session gets the consumer closer and more access to Blake and the shoe.
social media & digital
nike sportswear
#blazerhunt “some shoes are too hot to be bought”
U
K rapper Tinie Tempah promoted his new clothing label, Disturbing London by collaborating with Nike Sportswear in a local scavenger hunt around London. Nike and Tempah created a special edition Blazer. So excclusive that they were not sold in any stores. “Some shoes are too hot to be bought” was the tagline that they used to promote the scavenger hunt.
social media & digital
nike sportswear
how it works...
60
pairs were given away to fans through the scavenger hunt around London, with 10 pairs available in six secret locations. Fans had to be followers of Tinie Tempah and Nike Sportswear UK on Twitter to get clues about the locations and the next drops.
why does this
matter? What was so unique about this execution was that it was a local scavenger hunt through Twitter ONLY. This drove traffic to their websites and twitter accounts. Fans had to be in touch with those social spaces to know the next drop in order to get a pair of those blazers. At the end, Tinie Tempah hosted a concert for his fans, Feul Fest. He also requested that people who got a pair to take a picture of the pair and tweet it to him. This allowed the consumer to share with their friends and family on social networks if they haven’t already.
This was great for Nike because they teamed up with a popular musician with thousands of followers, a lot of influence and offering exclusive Blazers that Tinie and other celebs have worn that made the shoe so
desirable.
social media & digital
Nordstrom
D
uring the launch of the campaign YOUphoria, Nordstrom decided to discover a new social platform, Pinterest. Although they are interactive on other spaces such as Facebook, Twitter, Instagram and Vine, they found a way that Pinterest will be able to drive more foot traffic into their brick & mortor stores.
how it works... *
Right now, this pilot program is running in 13 Nordstrom locations across the country, with Pinterest display promotions in the dress, handbag and shoe departments. Products include Pinterest signage with the text, “Top Pinned Items,� and the Nordstrom hashtag.
*
Nordstrom is also leveraging iPad displays to showcase products that are popular on Pinterest. The products were selected from Nordstrom’s most pinned items in certain categories. Nordstrom wants to gain engagement with the community and ultimately enable them to sell more.
social media & digital
Nordstrom
pinspiration
*
Nordstrom is not just leveraging Pinterest in stores, but Nordstrom. com now includes a “Top Pinned” link under the women’s section.
*
The company also created an instore app for salespeople that matches up popular Pinterest items with current inventory for a department on a store-by-store basis.
why does this
matter?
*
P
It includes “Top Pinned” items from Accessories, Clothing, Shoes, Beauty and At home.
interest accounts for Nordstrom’s largest social community, with 4.5 million followers as reported by Geekwire.com. Nordstrom has a “Pin” button for every item on its website. It also showcases popular Pinterest items on it’s e-commerce site. Nordstrom’s move to bring an aspect of Pinterest into its stores was just a way the company could mesh with an online environment its shoppers had embraced. This creates an easier shopping experience for consumers because these signs point out what is in style. People like things being done for them. This way it benefits the brand, and the customer is happy. At the same time, it reassures the high school kid that they are stylish.
DIY
social media & digital
Nordstrom
.
.
do it yourself *
N
ordstrom has created a Youtube account to educate their consumers on fashion trends, This makes them resourceful to their target market. Their main goal is to inspire their target market through fashion. Besides providing videos about fashion trends and how to dress, Nordstrom has a D.I.Y (Do It Yourself) section that allows users to recreate Nordstroms artsy projects at home.
how it works... * The YouTube channel provides resouceful videos such as: Nordstrom Men’s Shop, Savvy Trends, BP @ Nordstrom, Trends & Howto, Conversations with designers, and Nordstrom personal stylists. This allows consumers to use their minds with hands-on learning with their own inventory.
why does this
matter?
*
37 %
After the result of in online sales increase due to digital marketing, Nordstrom decided to expand through Youtube and utilize the outlet of social media. This makes consumers like high school kids feel like they are trendy and are ahead of the game. It reassures them that their style is current.
events
events
get spotted, be seen
18
events
JORDAN BRAND
#liftyourgame
S
anta Monica, CA. Jordan Brand hosted an event on August 3, 2013 as part of the launch of the Super. Fly 2 with Blake Griffin. Those who attended got a chance to weartest the brand new shoe (and purchase if they’d like) and also catch a special show starring Blake.
Jordan Brand transformed the center of the mall into a half court for people to try out the Jordan Super. Fly 2 in various basketball-related challenges all day! Fans were also able to try out the Lift off with Blake mobile app on court. Some of the best passes “won” the opportunity to meet Griffin later that evening.
During the evening, the Jordan Super. Fly 2 and its impressive features were presented in the form of a hologram. This was the top highlight of the night, outshining the “lights out dunk” contest. This was an experience that gave consumers a chance to feel what it’s like to be one of the All-Stars.
events
nike sportswear
#gameonworld FuelFest
T
o end the local scavenger hunt, Nike Sportswear hosted an epic event called, FuelFest. Utilizing the brand’s new digital sport technology and showcasing it in a manner that appeals to the masses they used key influencers such as Tinie Tempah, Zane Lowe and Magnetic Man and the rest of who have a little bit of social presence.
Nike gifted 2000 Fuel Fest goers with a FuelBand to take part in the unique event. All guests wore Nike+ Fuel Bands. Their cumulative energy powered an interactive laser light show. The more they moved, the more spectacular the projections became. Attendees also got to trial the revolutionary Nike+ Training and compete in real-time against their friends. Results were automatically displayed on the main stage.
This was an interactive, experimental event for consumers. It allowed them to create a memory that will never be forgotten and share with their peers. It was a successful jam-packed event promoting Nike’s latest digital sports developments as well as taking over the city, embracing the different subcultures to the fullest.
events
Nordstrom
YOUphoria
FASHION face-off *
Nordstrom started holding parties at which the retailer gives
fashion bloggers
a gift card to shop “for an outfit that will make them feel like they have “reached Youphoria.”
In each store location, Nordstrom would revamp the women’s floor and every blogger got their own boutique full of product that was personally curated for them.
*
pop-up shop
*
the challenge:
The bloggers will participate in a fashion face-off. How it works is, before the event each blogger must let their followers know about the fashion face-off in order to receive votes. If fans vote then they get on the guest list for the event! This event was a way for consumers to experience “YOUphoria” and their dream shopping experience. This will gain the heart of a high school kid by showering them with specialized attention.
each blogger got their own:
accessories table 10 outfits a personal stylist unlimited champagne beauty, lash, and nail bar personalized party treat
*
talent
TALENT when two worlds join forces
22
talent
successful
TALENT
activations
Justin Timberlake staged a scavenger hunt via instagram and Twitter. JT sent a picture of a pair of Jordan 1s and wrote, “Who wants em??!!” Justin hid a pair of signed red Jordan 1s somewhere by, or in Yankee Stadium before the show and instagrammed pictures of clues to the location of the sneakers. The pair of Jordan 1s were signed by Timberlake, dated 7/20/2013, had NYC written on them with the Letters, L.O.T.S. These sneakers were custom made just for Justin and he has been giving out pairs in every city of the Legends of Summer Tour. This was a unique rollout plan from Jordan releasing these new Air Jordan 1s color ways through Justin Timberlake. It’s an organic strategy involving social media (twitter and instagram) and a scavenger hunt with his fans.
Nike Sportswear teamed up with Tinie Tempah to create an exclusive Nike Blazers. Tinie stated, “Some shoes are too hot to be bought.” That being said, Nike and Tinie activated a local scavenger hunt around London (where Tinie grew up). There were only 60 pairs of shoes and 6 secret locations. In order for fans and consumers to get involved and get a pair, they had to be following Nike Sportswear and Tinie Tempah on twitter to get the clue to the next drop. Once a fan arrived at the secret location, Tinie would be waiting there with the pair of blazers. This activation was called #blazerhunt.
recommendations
RECOMMENDATIONS
24
recommendations
RECOMMENDATIONS
*
* *
#ootd
[ outfit of the day]
I
was most inspired by Nordstrom teaming up with Pinterest because it reassures people. It makes them feel like they are current and are hip. When you go on pinterest and see that you had a similar outfit you’re like hell yeah! I’m stylish! You instantly feel better about yourself. With our consumers, they are more active with Tumblr. Especially with the HSK, they are constantly posting pictures of their #ootd. IMAGINE IF! We had an #oofd highlighting at least one item of adidas apparel and how it can be paired with an “everyday”outfit. HSK have short attention span. It would be nice for them to have a visual of how do incorporate adidas into their look and style! Above, I have provided an example of a few pictures I have taken of myself that I posted on Tumblr these past couple weeks.
In- store style guide/catalog - Feature in NEO, OWN retail and collectives - Tabloid size - Front side would tell consumers what we are up to this season, top picked outfits, top items and footwear - Highlight a specific item that you can wear 5 different ways - Something physical will always be a memory in a consumer’s mind and with this piece of paper, it will easy to reference back to. - Tell consumers to capture their own adidas originals/NEO outfits and tag us to get a chance to be featured in the next upcoming style guide (“This month’s stylish girl/boy/ trendsetter”) - Back side would feature a pin-up of our talent (A$AP, Big Sean, etc.) - eCommerce will send each month’s/season’s style guide to our online subscribers
EXAMPLE
style
EXAMPLE
guide
we’re the brand with the three stripes
shop anytime at adidas.com
info graph
crunch the numbers
27
info graph
@nikesportswear
@nswbrasil
336,503
18,176
@nike_sportswear (argentina) @NSWMexico @NSWRussia
22,651
5,603
1,850
Nike Sportswear
1,608,569
# of likes: # of people talking about them:
24.772
@Jumpman23
Jordan
1,117,459
# of likes: # of people talking about
@jumpman23
3,772,163
537,990
: 66,400
them
@Nike
@nikestore
@nikestore
@NikeRunning
1,856,396
1,315,696
1,315,696
263,276
@NikePortland
@NikeSF
@NikeSupport
33,943
34,882 101,041
785,782
@NikeEugene
@NikeUK
@NikeFuel
5,356
84,153
162,664
@nike
Nike
2,130,922
:15,274,180
# of likes # of people talking about them:
@nikebasketball
55,407
@DiamondSupplyCO
@NickyDiamonds
@DiamondFairFax
8,497
84,495
10,227
Diamond Supply Co
650, 405
# of likes: # of people talking about them:
55,502
@Stussy
@stussyjapan
@STUSSYNEWYORK @stussywomen
63,032
10,970
7,653
Stussy
398,007
them:
593
7,231
4,291
5,864
# of likes: # of people talking about
# of likes: # of people talking about them:
4,611
Stussy Guam
Stussy New York City
# of likes: # of people talking about
@StussyLV
37
them:
17
@stussy
169,811
@Nordstrom
@nordstrom_rack
304,777
68,563
Nordstrom
2,267,583
# of likes: # of people talking about them:
105,119
@norstroms
@nordyshoes
@nordstromrack
@nordstrommen
@brass_plum
179,225
9,031
4,796
8,074
1,238
thank you
We have all been there. A part of our high school hearts and minds still lives in us and carries through us everyday. It may not be what defines us but it helped create us. Here’s to the hearts and minds of the high school kid! Putting together this project brought everything full circle that I have experienced in this internship. I have enjoyed every challenge and lesson! It was such a blessing and a wonderful opportunity that I got to be a part of this team and watching stories be created and come to life! I will never forget this summer. Peace and blessings,
Kristina
Pham-Loo 29
fashion killa