PROMOTION

This overall campaign will have two sides, a more commercialised marketing campaign and a more conceptual campaign marketed within Dover Street. This will allow my campaign to have a multi-faceted approach with diverse media and experiences for my target audience.

The main pull of this FMP is the fact that it is a strategy for brands to connect with consumers outside of solely digital means. However, it is important not to lose sight of the role of technology in a world dominated by social media and a digitally native consumer, therefore my campaign is aware of the importance of a digital campaign. Hence, this campaign will look to reach Generation Z tactically via social media channels. Ensuring the campaign branding is maintained across channels as well as a luxury feel is upheld it is imperative to build a strong, meaningful and engaging social campaign.

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CAMPAIGN OBJECTIVES KPI

1) Generate brand awareness building community and collaboration awareness.

2)Generate increased engagement of younger audiences. 1)This will be measured by reach, number of followers on both Chanel & DSM accounts and traffic.

2)This will be measured by reach and engagement rate of content.

HOW?

1)Creating relatable content 2)Creating share-worthy content 3)User generated content ie: Instagram posts/Tik Tok videos of consumers in store 4)Use of #’s to further enhance engagement