COMMUNICATION TECHNIQUES AND STRATEGIES 3
2 0 0 2 31.01.2019
IUTER Marina Velasco RodrĂguez BA Fashion Marketing & Communication, Level 6, 2018-2019 Communication Techniques and Strategy 3 Coursework 1 Communication strategy with presentation Valeria Palieri, Gabriele Porta
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03
BACKGROUND
1.1. Brand History 6 1.2. Vision, Mision and Values 6 1.3. Previous Work 6 1.4. Target Market 8
02 MARKETING STRATEGIES
2.1. SWOT 10 2.2. Market positioning 12 2.3. 4 P’s 15
COMMUNICATION STRATEGIES 3.1. Tone of Voice 16 3.2. Storytelling 16 3.3. Advertising 17 3.4. Collaborations 18 3.5. Events 22 3.6. E-commerce 22 3.7. Social Media 23
INDEX
04 PROPOSAL
4.1. Stylescape and Moodboard 26 4.2. Concept 30 4.3. Aesthetics, Storytelling & Inspirations 38 4.4. Objectives & KPI’s 40 4.5. Communication Strategies 42 4.5.1. Editorial Calendar 44 4.5.1. Press Kit 55 4.6. Follow up 56
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CONCLUSIONS 57 5.1. Budget 58 5.2. Bibliography 62 5.3. Annex 64
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BACKGROUND
1.1. Brand History
1.3 Previous Work
Iuter, since 2002, is a premium streetwear brand designed and manufactured in Milan.
Iuter is strengthening its work on the quality of the products building their style without trying to imitate or replicate the trend of the time. On the other hand, the influence and contamination is an essential point to get inspiration. Moreover, they are doing everything in Italy which is a fundamental strength of the brand.
Their main goal is to go beyond its original context by reconciling the irony, playfulness and experimental nature of its roots to the art and refinement of Italian tailoring. They are focused on the quality of the products as well as the digital printing with images, patterns, and different colors.
The brand has been launching different collections, always focused on a theme that gives meaning to the creation of graphics and patterns and the selection of the palette of colors and materials such as “Free Spirit” collection.
1.2. Vision, Mission and Values
Moreover, they have collaborated with different brands such as FantaBody or doing partnerships with Milan Skate&Surf Festival.
Their company vision is: “A young rebel skater style with an ironic touch that never hurts.”
Defined by intense use of logos and text, jersey material and a sporty fit, “Corporate” line is essentially the DNA of the IUTER brand, which has screen-printed patterns on the garments. They have collaborated with Sfera Ebbasta and Rkomi (Milanese rappers) for this primary line.
Mission: Their mission is to make streetwear fashion seriously, without following global trends that do not represent the brand. Originality, quality, and fun can correctly describe the brand values.
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1.4. Target Market They are addressing to a contemporary man target, millennials generation X from 20 to 35 years old, which is interested not only in skate and hip-hop subcultures, as the primary roots of the brand, but also going beyond through street style fashion and arts. They look for quality but at the same time for style and individuality. Their customers can relate themselves to the brand because of the products they are offering such as hoodies or pants, practical but stylish garments. Moreover, the cultural roots in different fields such as music or cinema allow the brand to be closer to their target market.
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Gender: Men Age: 20-35 (Millennials, Generation X) Education: Still studying a degree in a creative fields such as graphic designer or working Job: Medium income Average yearly income: Medium income, 34.000â‚Ź Status: Single Geographical location: Urban spaces Consumer behavior: Originality seeker, online shoppers, minimal but unique style Interests: Social Media, music, cinema, fashion and extreme sports
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MARKETING STRATEGIES
2.1. SWOT Analysis
STRENGTHS
WEAKNESSES
Strong Visuals Garments made in Italy Focus on a niche segment Good Quality-Price relation
Low consumer engagement online Low International Visibility
OPPORTUNITIES
THREATS
Increase engagement with their customers through Social Media Increase awareness and online presence Influencer marketing
The saturated market in the street-style sector Competitors with higher recognizability worldwide New emerging local brands
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2.2. Market Positioning
One of the weakest points of Iuter can be their competitors since street-style is a market which is growing as a major trend and a lot of brands are starting to introduce it in their collections. The competition of Iuter is based on brands which have the same style and price range but differentiate from them because of the level of awareness worldwide as well as their engagement on social media, which are opportunities that can be improved by Iuter. Carhartt It is a US-based apparel company found in 1889. They are selling apparel and accessories, and they are recognized for its full-cut, snag-proof, wind-resistant work jackets. Fanbase on Instagram: 439k Engagement rate on Instagram: 1,54% Vans An American manufacturer of skateboarding shoes and apparel created in 1966, sponsoring surf, snowboarding BMX and motocross teams. Fanbase on Instagram: 14.1mm Engagement Rate on Instagram: 0,63% StĂźssy US-based clothing brand founded in 1980, based initially on surfwear trend and adopted mainly by the streetwear and hiphop scenes. Fanbase on Instagram: 3.3mm Engagement Rate on Instagram: 1.11% Dolly Noire Italian brand founded in 2013 and based in Milano most recognized by the snapback, a hat which becomes the star product of the firm. Fanbase on Instagram: 114k Engagement Rate on Instagram: 3,2% IUTER Iuter Fan Base on Instagram: 70,3k Iuter Engagement Rate on Instagram: 2,39%
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Although their competitors are more known globally, their engagement rate is not as high as Iuter brand. Dolly Noire, being a Milanese brand, has a higher engagement than Iuter. Even though there is not a huge difference, Iuter’s presence worldwide is still missing and can be improved through engaging new followers and keep loyal ones.
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2.3. THE 4 P’S
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product price place promotion
PRODUCT Men’s clothing mainly apparel (pants, jackets, tees, sweatshirts) and accessories ( collars, beanies, hats, socks, belts…) All their products are designed and manufactured in Milan since 2002 collaborating as well with different supporters. They do not have any iconic product. PRICE The price ranges of the products are the following ones: Pants: 79-139€ Jackets: 109- 299€ Corporate (basic line): 15-249€ Tees: 35-79€ Sweatshirts: 75-129€ Accessories: 10- 159€ Collars: 29-119€ Hats: 19 - 39€
PLACE Iuter has a physical store in Milano situated in Corso di Porta Ticinese, 48. Moreover, they have e-commerce where they ship worldwide: iuter.com PROMOTION They are promoting their products on Social Media such as Instagram or Facebook. Moreover, they used celebrity endorsement, Milanese rappers, in several collections. Press media coverage in different online magazines. They did OOH advertising on their last collection “Milano Members Club” in Milan.
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COMMUNICATION STRATEGIES
3.1. Tone of voice Iuter, both on their website and Social Media, is using a casual, friendly vs. provocative and sarcastic tone of voice. They are not so descriptive, but they are using keywords which has a precise meaning. On the other hand, the collections they are launching are strong regarding the message.
3.2. Storytelling They are basing their campaigns on a specific concept and creating a story around them. One example can be their last collection: Milano Members Club. This capsule collection is inspired by the Italo-americanos meetings which took place in Italian restaurants of both Italy and the United States.
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3.3. Advertising Iuter has been covered by different press media online and offline through magazines such as DXB magazine or WU magazine. They did they first OOH advertising campaign with their latest capsule collection “Milano Members Club�, which was located in Milano at Piazza 24 Maggio.
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3.4. Collaborations
Iuter has been collaborating in their collections with many singers and artists from the Italian panorama. With this collaborations, Iuter gains reputation from other scenarios such as the music industry in order to gain more awareness and visibility. All these collaborations considered as a communication tool.
Club Degli Amici di Unotre x IUTER
IUTER x The Bluebeaters Tee
“Club degli Amici di UNOTRE� is an organization born to unite people who share a vision and want to help nourish shared cultural interests. IUTER contributed to producing t-shirts for the members distributed privately at an event in 2016.
Iuter designed tees for the group Bluebeaster, an Italian band mixing reggae, ska, and rocksteady.
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IUTER x Kow Wave FC Adidas Fanatic NYC
IUTER Nightmare tee by Scarful
Iuter realized the Soccer Kit of the Know Waves soccer team in occasion of the Adidas Fanatic NYC.
A Halloween limited edition of only 50 pieces in collaboration with “Scarful”, an Italian artist, illustrator, and designer.
IUTER SS16 “Forces of Nature”
IUTER FW17 “Divided we fall” Gue Pequeno x IUTER
A Collection starring Izi, an Italian singer
This collaboration with Gue Pequeno, Italian rapper, was inspired by the concept of “fighting together” as a “survival and success”.
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IUTER SS18 “MIRAGE”
IUTER X SFF MILAN: “Time To Play”
The campaign was shot by Leonardo Scotti and modeled by Marracash, an Italian rapper. The concept of the collection draws inspiration from an abstract concept in a hostile desert landscape.
A capsule collection for the skate & surf film festival. The collection is a glorious celebration of the immature with illustrations of Chiole, a 100% politically incorrect graphic designer, cartoonist and skater from Como.
IUTER x HELMO demi-jet “Tibetan Tiger Rug”
FANTAIUTER “She’s gotta race it”
A collaboration with another Italian company of helmets.
A collaboration with the Milanese brand “Fantabody”, an active and leisurewear for women. This capsule collection is inspired by the racing and composed by swimwear and activewear.
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IUTER
x No Kiddin! Champions
Word
“Until your death”
A collaboration with an underground ItaloAmericano brand, celebrating another victory for the Italian team at the 2018 World Cub. A T-shirt full of irony.
A limited-edition capsule collection created ad hoc with Noyz Narcos, Italian rapper with a raw underground style. This collection was designed by Iuter and Noyz Narcos and it is composed of patterns taken from the scary films that Noyz has always had a passion for.
“Milano Members Club”
Iuter FW18 “Free Spirit”
Gué Pequeno, an Italian rapper and record producer was the special guest on this capsule collection
The brand collaborated with Luché, an Italian rapper, in this collection which features eagles and other birds of prey, cars, skulls and some cult symbols of freedom in embroideries, applications, and prints.
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3.5. Events IUTER has been participating in different events in order to showcase their product and expand their visibility. ComplexCo, Skeakerness Milano or Skate&Surf Festival are some of those.
3.6. E-commerce With its user-friendly and in-line design, Iuter’s website offers an e-commerce where consumers can purchase all their previous collections as well as the new ones. Moreover, they are offering information about the brand such as history, contact and where people can find them in their physical stores. On the main page, viewers can find which are the most sold items as well as the recent collections. In terms of design, the font, as well as the colors, follow a clear pattern of Iuter brand’s values, using yellow as their recognizable sign and Helvetica Neue LTStd-Cn, Helvetica, Arial, Sans-serif as fonts. Furthermore, they offer a newsletter in order to receive the latest items and promotions.
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3.7. Social Media
Iuter is present on Social Media, mainly Facebook, and Instagram. They are not using these both platforms only for promoting and selling their products, but also as a window to showcase the brand’s values throughout their lifestyle. On Instagram, they have a fan base of 70.3K followers, and 69.721 on Facebook, both having a low engagement rate. On Instagram around 2,39%.
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PROPOSAL
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4.1. Stylescape and Moodboard
MILANO MEMBERS CLUB IUTER will be presenting a new capsule collection IUTER “Milano Members Club,” designed ad hoc for the 3rd edition of ComplexCon, held between the 3rd and 4th of November in Long Beach, LA. The event brings together the very best of international streetwear, music, food, and urban/pop culture. Takashi Murakami entrusted the design of the event. The collection will be available to buy directly at the event in Los Angeles and IUTER Store Milano (our flagship) and iuter.com. The Italo-americanos inspire the new capsule collection Milano Members Club, considering the meeting which took place in Italian restaurants of both Italy and United States. Moreover, IUTER is providing a contest through Instagram to engage customers and make them win two tickets to live the experience in L.A with them. The contest consists on a series of videos around the idea of an interrogatory where an Italian and American are explaining to a lawyer what happened at Milano Members Club.
“WHEN YOU ARE IN LOS ANGELES, STAY IN ITALY” 26
“Cappuccino only in the morning”
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (0)
*2002* FREE SHIPPING WORLDWIDE! From a purchase value of 100€ (Europe) / 200€ (Rest of the World)
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(0)
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MILANO MEMBERS CLUB
“WHEN YOU ARE IN LOS ANGELES, STAY IN ITALY” 29
“MILANO MEMBERS CLUB”
4.2. Concept The main aim of the proposal is to create more engagement with their customers through social media since it is one of the brand’s weaknesses. That is the reason why taking advantage of the event in LA, ComplexCon, where Iuter will take place, the brand will be offering two tickets to their followers to LA in order to live the experience with them. But not only that, the winners will also be the first ones to enter the new member’s club of Iuter, the “Milano Members Club”, becoming affiliates of the brand, meaning getting special discounts and having the opportunity to pre-shop the new collections. This ticket can only be won discovering a secret code.
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This code will consist of 4 numbers. Each number is going to be released and can be discovered in a series of videos that will be uploaded on Iuter’s Instagram account (@iuter). Before the videos are going to be published, the contest will be explained through Social Media (both Instagram and Facebook) and on their website. In order to participate in the contest, people will need to register on Iuter’s website new corner: MMC (Milano Members Club). In the registration, name&surbname, location, Instagram, e-mail and password will be required as well as accepting the terms and conditions. This page will appear as in the following image:
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ENGLISH
€EUR
ACCOUNT
(0)
(0)
Forget password?
Already a member? Login Here
Not a member? Create an account
Shipping to Italy
FREE SHIPPING WORLDWIDE! From a purchase value of 100€ (Europe) / 200€ (Rest of the World)
NEWS PRESS FREQUENTLY ASKED QUESTIONS CONTACTS CAREERS NEWSLETTER
REGISTER
I do accept Terms and Conditions
LOG IN
Youth Srl Terms and Conditions Privacy Policy Cookies Returns Website by nss factory
IUTER
Password
I wish to recieve IUTER newsletter on my e-mail
Password
Remember me?
Name & Surname
CREATE ACCOUNT
SIGN IN
MMC
HOME SHOP NEWS ABOUT STORE MMB C
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Once they have been registered, they will be able to participate in the contest.
people, to go to LA, including ticket flights, a hotel stay during three nights and a Vip pass for the Complex Co event.
After the contest has been announced and all the information has been explained, the series of videos are going to be posted during a week, one each day.
As mentioned before, these winners (the two of them) will become affiliates of the brand, gaining discounts and having access to pre-selling collections between others.
Following the theme of the collection “Milano Members Club” about italo-americanos in Italian bars, and the brand’s values, the video will play with irony. The topic of the videos is going to be food, showing funnily how important it is to Italians. The videos are going to consist of an interrogatory since two criminals have fought. There will be a police and two criminals, one Italian and one American. Through these four videos, they are going to explain why they have fought since it is the reason why they are in that interrogatory. Viewers will need to pay special attention to each video since in their conversations the actors (the police and both criminals) are going to reveal the numbers of the code needed to win the contest. In each video, one number is going to be revealed through their conversations, and the police will help the viewers to understand which number it is.
The secret code is going to be 2002 since it is the year that Iuter was created. Each number is going to be revealed separately on each of the 4th videos, meaning that: The first video is going to reveal number 2 The second video is going to reveal number 0 The third video, number 0 And finally the fourth video number 2. All the process is being explained graphically in the following pages.
The followers will only have 24 hours to discover the number of each video and register it on Iuter’s website platform. Furthermore, these videos will be supported with a series of Instagram stories in order to make it easier and more precise to the followers to discover the code. The winners are going to be the two first persons who would be able to introduce the correct secret code. These people will win a ticket that can be used with a companion, so in total four
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Explanation of the process:
1
2
IUTER revealing the contest through Instagram.
Explanation of the rules of the Contest through Instagram Stories and through their website. (“See more” directs followers to IUTER’s new section of the website: MMC)
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3 (0)
(0)
MMC CREATE ACCOUNT
Name & Surname
Password
I wish to recieve IUTER newsletter on my e-mail I do accept Terms and Conditions
REGISTER
Already a member? Login Here
FREE SHIPPING WORLDWIDE! From a purchase value of 100€ (Europe) / 200€ (Rest of the World)
Followers need to register on the website in order to participate in the contest. (Through Instagram Stories, providing the tool “Learn More”, Iuter is providing the link to the website creating UX)
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4
IUTER publishes the first video on Instagram. They support the post with Instagram Stories to make it easier for the participants to understand the first secret number and provide the link to the website in order to introduce it.
(0)
This 4th step is going to be repeated for the rest of the 3 videos, following the same process: publishing of the video on Instagram, support it with Instagram stories and the link to introduce the code to the website.
FREE SHIPPING WORLDWIDE! From a purchase value of 100â‚Ź (Europe) / 200â‚Ź (Rest of the World)
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(0)
5
6 2002
The two winners (each of them with one companion) will flight to LA to attend the event of ComplexCon and live the experience with IUTER.
IUTER announces the two winners of the video that are going to become part of the Milano Members Club and reveals which was the secret number: 2002
7 The two winners with their companions will attend the event of ComplexCon and live the experience with IUTER for 4 days. 37
4.3. Aesthetics & Storytelling The video is going to be shoot in a studio recreating an interrogatory: dark background, one table and one to one conversation between the police with each of the criminals. In order to be aligned with the brand, the video aesthetic will try to follow the same as the video already produced by the Iuter for the collection Milano Members Club. Kind of vintage image with warm colors. Both criminals are going to wear IUTER clothing to show the products of the new capsule collection. Moreover, as they have fought, they are going to have blood make-up. The storytelling of the video is going to be around the idea of the interrogatory. Full of irony, the video explains four rules of Italian food traditions, Americans cannot understand that since they have different habits. Funny and sarcastic with touches of reality, the series of video reflects the idea of the “mafia� (the main subject of the collection) oppositely. The irony is kept in order to follow the values of the brand and to catch the attention of the viewers.
(See on the Appendix the mood board of each actor of the video, the storyboard, and the script)
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Inspirations
The concept of this proposal has been created thanks to different inspirational aspects, following the main theme of the collection Milano Members Club, such as: Italo-americano films Films where there are interrogatories to understand the shots for the proposed video such as Nightcrawler, Matrix or The Dark Knight Italian traditions and aesthetics Italian food culture Iuter previous works
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4.4. Objectives & KPI’s The main objectives of this proposal are to increase the brand awareness but mainly to increase the engagement with their followers through Social Media, basing the strategies on Instagram.
Objectives
KPI’s
Increase Awareness
Impressions, interactions and navigation
Influencer marketing (organic)
Impressions, interactions and navigation
Increase Engagement through new Social Media content
Likes, Comments, Shares and Mentions
Giving to customers something worth coming back to through giving a quick response.
Issues Resolved
Gain traffic to the website
ROI
Reach the specific audience providing targeted content
Audience Growth
Increase Sales
Sales revenue and Lead Conversation Rate
Follow-up activities
New users, purchases, social media increases...
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CPL, ROI, CPA, CTR
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4.5. Communication Strategies Instagram is going to be the primary platform to increase awareness and engagement. Through the contest, the participants will need to be aware of what is happening on Iuter’s Instagram account (@iuter) in order to get the code to enter in the competition. Moreover, through Instagram stories, the contest is going to be explained as well as announced in order the give the followers all the information and help needed to complete the whole steps to participate in it. This contest is also going to be announced and explain it through their Facebook page. Furthermore, the fact that the code must be inserted on their website will drive visibility to their e-commerce, and the fact that the participants need to include their e-mail will be used as a communication tool for the newsletter.
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4.5.1. Editorial Calendar DAY AND TIME
ATL/BTL
TYPE OF CONTENT
1rst of October at 10am
Sponsored (run for one week)
Picture of the collection: “Milano Members Club�
2nd of October at 9 am
Organic
Carrousel of pictures about the pieces of the collection.
3rd of October at 8 am
Organic
Repost from an Influencer with Iuter clothing
5th of October at 3pm
Organic
Repost from an Influencer with Iuter clothing
6th of October at 7pm
Organic
One picture of the collection.
8th of October at 10am.
Organic
One picture of the collection.
11th of October at 7 pm
Sponsored (run for 5 days)
One picture to introduce a Contest.
From the 12th to the 14th post about the collection. Work more on Instagram stories (see bellow*)
Organic
Pictures or reposts from influencers about the collection
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CONENT TITLE
KEY WORDS
“Milano Members Club” is the new project created from the inspiration of the Italo American meetings in Italian bars. For the third consecutive year, Iuter will have a pop-up store at ComplexCon to present this capsule collection.
Milano Members Club ComplexCon Capsule Collection
First glitch of the collection “Milano Members Club” Release: 3-4 Nov. at @complexcon Long Beach (CA) - IUTER Store Milano - and at iuter.com
Milano Memebers Club Complexcon Iuter Store Iuter.com
#MilanoMemebersClub collection: @lukasabbat rocks our new collection. Discover it the 2-4 of Nov at @complexcon Long Beach (CA) - IUTER Store Milano - and at iuter.com
#MilanoMembersClub @complexcon Iuter
@andreamarcaccini wearing our new #MilanoMembersClub collection. Do you wanna be the next one? Stay tuned!
#MilanoMembersClub
We are building our new #MilanoMembersClub do you wanna join it? Don’t take your eyes from our account, you can be one of us! #IuterFamily
#MilanoMembersClub #IuterFamily
We are cooking something big! #MilanoMembersClub is coming to reality
#MilanoMembersClub
#MilanoMembersClub is coming to reality and two of you can join the experience and come with us to LA at @complexcon. What do you need to do? Check the link in our bio to see all the steps. Stay with us, we are cooking something big!
#MilanoMembersClub Contest @complexcon
#MilanoMembersClub @iuter @complexcon Contest
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LAYOUT
“INSTAGRAM STORIES� Examples of Instagram Stories during the 12th and the 14th of November to promote the contest as well as to interact with the followers providing them answers about it.
(Provide the link to read the rules of the contest)
(Allow followers to send messages to the brand)
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(Allow followers ask questions to the brand)
(0)
(0)
MMC CREATE ACCOUNT
Name & Surname
Password
I wish to recieve IUTER newsletter on my e-mail I do accept Terms and Conditions
REGISTER
Already a member? Login Here
FREE SHIPPING WORLDWIDE! From a purchase value of 100€ (Europe) / 200€ (Rest of the World)
(Provide the link of the website to register for the contest)
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4.5.1. Editorial Calendar DAY AND TIME
ATL/BTL
TYPE OF CONTENT
15th of October at 10am
Organic
Last post about the Contest.
+ Instastory about the countdown of the contest (see bellow)
16th of October at 9AM
Organic
First video of the Series Milano Members Club +Combine it with instastories to help the audience (see bellow)
17th of October at 9AM
Organic
Second video of the Series Milano Members Club +Combine it with instastories to help the audience (see bellow)
18th of October at 9AM
Organic
Third video of the Series Milano Members Club +Combine it with instastories to help the audience (see bellow)
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CONENT TITLE
KEY WORDS
We received a lot of questions about the contest, but only two of you will be joining our new #MilanoMembersClub ! Ready to catch the code?! Tomorrow at 9AM the first video of the series is going to be released! Remember to subscribe at our website iuter.com/MMC! ———— For any request, all the rules are available on the website, link on bio!
#MilanoMembersClub Contest Tomorrow at 9AM Iuter.com/MMC #KeepUpWithIuter
LAYOUT
#KeepUpWithIuter “Cappuccino only in the morning” #MilanoMembersClub
#MilanoMembersClub iuter.com/MMC
Find the number and introduce it on our website! You only have 24 hours. Be the next member of our club!
“Cappuccino only in the morning”
Link on Bio (iuter.com/MMC) “Not food on the go” #MilanoMembersClub
#MilanoMembersClub iuter.com/MMC
We need your attention: Watch the video Discover the number Introduce it on the website
“Not food on the go”
You can be the next member of the club! Link on bio (iuter.com/MMC) “Pasta is not just pasta” #MilanoMembersClub
#MilanoMembersClub iuter.com/MMC
*Introduce the third number* “Pasta is not just pasta”
You only have 24 hours And be one of our #MilanoMembersClub Link on bio (iuter.com/MMC)
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19th of October at 9am
Organic
Fourth video of the Series Milano Members Club +Combine it with instastories to help the audience (see bellow)
22nd of October at 10pm
Organic
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Winner of the contest
“Join the Milano Members Club” Last number, last chance! You are at one number to become our new member! Link on bio (iuter.com/MMC) ——— Winners will be announced next Monday Good luck gangsters!
#MilanoMembersClub iuter.com/MMC
We have the winners! @pablogrisales_ and @aidablanco_ congrats, you are the new gagsters of our #MilanoMembersClub
#MilanoMembersClub #IuterFamily
“Join the Milano Members Club”
Welcome to the Club
You and one of your friends will flight to LA with our #IuterFamily Thank you everyone! Stay tuned to be the next one!
The two winners plus their companions will flight to LA the 2nd of November. They will stay there four days and three nights, having access to ComplexCon with Iuter Brand. There will be different activities prepared and then they will have free time to visit the city. These new members are going to release reverse takeovers on Iuter’s Instagram to explain the experience. Moreover, from the 6th till the 9th, Iuter will be posting on Instagram the result of this experience as well as some content and reposts from the fair at ComplexCon.
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“INSTAGRAM STORIES� Several Instagram Stories will be published during the release of the series of videos. They will support those ones and make the process of the contest easier to follow for the participants creating a friendly UX
Announcing how many days are left for the contest to begin
Support content when publishing the videos
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2002
Announcing the code and the winners of the contest
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4.5.2. Press Kit A press kit is going to be sent to the winners of the contests, to organic influencers as well as to different journalists to provide information about the new capsule collection Milano Members Club. This will help the brand to be covered in order to increase awareness and reach a wider audience providing physical material catching the attention of those. The press release is going to include: Press Release (see the example on the appendix) A catalogue (see the example on the box) Product Sample Stickers Milano Members Club card member (only for the winners) Moreover, the brochure included in the press kit can also be given to all the audience interested in the stand of Iuter at ComplexCon.
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4.6. Follow-up ONLINE MEDIA Monitor the news on the internet to see what has been said about the event, the collection and the brand. Tracking the news by ages and by location to see the target reached. SOCIAL MEDIA Monitor the brand and the keyword mentions’ among the Instagram of the influencers as well as the leading platforms of the brand. Reviews of the events by the comments of the users. Lead generation and clipping of the influencers.
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R E T R IU TE R U R I E E T T R U IU TE I TE R U I TE IU T R U I TE IU R IU TE IU 5. Conclusions
As a summary, IUTER has to take advantage of their opportunities to engage more with their customers. Since they have been already developing successful products and collections, there is a lack of awareness that can be increased by creating communication strategies, in this case, a new community: the Milano Members Club. This proposal can be established as a future aim, to have space where their target audience can share the same passions and interests. Taking more care about their audience will lead to a higher interaction and as a result, to higher word-of-mouth. This means that the brand can create this space being the star of their company, the differential element between their competitors that will offer a lifestyle component to build consumer experience.
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5.1. Budget
Video Production
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Contest Costs
Press Kit
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Sponosred content on Instagram
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Grand Total Budget
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5.2. Bibliography
Carhartt-wip.com. (2019). Official Carhartt WIP Store. [online] Available at: https://www.carhartt-wip.com/en [Accessed 22 Jan. 2019]. ComplexCon. (2019). ComplexCon: The ‘Cultural Super Bowl’. [online] Available at: https://www.complexcon. com/ [Accessed 22 Jan. 2019]. Dolly Noire. (2019). Dolly Noire. [online] Available at: https://www.dollynoire.com/ [Accessed 22 Jan. 2019]. Houlihan, F. (2019). Interview: Alberto Leoni of Iuter — Acclaim Magazine. [online] Acclaim Magazine. Available at: https://acclaimmag.com/style/alberto-leoni/ [Accessed 22 Jan. 2019]. Iuter. (2019). Iuter. [online] Available at: https://www.iuter.com [Accessed 22 Jan. 2019]. L’Huffington Post. (2019). Moda: Iuter, lo streetwear made in Italy. Intervista a Alberto Leoni, direttore del brand (FOTO). [online] Available at: https://www.huffingtonpost.it/2014/02/26/iuter-streetwear-made-in-italyintervista-alberto-leoni_n_4858536.html [Accessed 22 Jan. 2019]. nss magazine. (2019). Iuter FW14 Hunter Series Iuter Interview | nss magazine. [online] Available at: https:// www.nssmag.com/en/fashion/6645/iuter-fw14-hunter-series [Accessed 22 Jan. 2019]. Stussy.com. (2019). Stussy | Official Website USA & Canada. [online] Available at: https://www.stussy.com/ [Accessed 22 Jan. 2019]. Vans - Italy - Italian. (2019). Vans IT | Scarpe Uomo, Donna & Bimbo | Abbigliamento & Zaini. [online] Available at: https://www.vans.it/ [Accessed 22 Jan. 2019].
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5.3. Appendix
ACTORS MOODBOARD
SUBJECT 1: MAFIA ITALIAN GUY
GOLDEN CHAINS
MAKEUP
WHITE SOCKS BLACK SANDALS
MAKEUP
SUBJECT 2: L.A GUY
WHITE AND YELLOW SOCKS
black vans
black jeans
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SKATEBoard
PONYTAIL PONYTAIL
FOLDER WITH PAPERS
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SKIRT SUIT WHITE SHIRT black tights black heels
STORYBOARD
1rst video- Introducing number 2 “Cappuccino only in the morning”
The Police enters the room and takes a sit leaving the papers on the table
1rst video- Introducing number 2 “Cappuccino only in the morning”
Police lookat at the criminal 2
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1rst video- In “Cappuccino on
Camera focusing the pol of the criminal 1. She
1rst video- In “Cappuccino on
Criminal 2 answe
ntroducing number 2 nly in the morning”
lice with the shoulder asks the first question
ntroducing number 2 nly in the morning”
ering the question
1rst video- Introducing number 2 “Cappuccino only in the morning”
Criminal 1 answers the police. He is looking at the camera. SHOOT as if it was the security camera in the room (gopro?) 1rst video- Introducing number 2 “Cappuccino only in the morning”
POLICE looking at the camera saying: Did you get it? Two capuccinos…
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2nd video- Introducing number 0 “Not food on the go”
POLICE asking to Criminal 1 the next question
2nd video- Introducing number 0 “Not food on the go”
Criminal 1 answers
2nd video- In “Not foo
close up criminal 1
2nd video- In “Not foo
Criminal 2
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ntroducing number 0 od on the go”
saying: Wait for it
ntroducing number 0 od on the go”
2 answers
2nd video- Introducing number 0 “Not food on the go”
Close up criminal 2 saying: Wait for it
2nd video- Introducing number 0 “Not food on the go”
Police close up to the camera saying from 0...
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3rd video- Introducing number 0 “Pasta is not just pasta”
3rd video- I “Pasta is
Police asking a question to criminal 1
Criminal 1 ans
4th video- Introducing number 2 “Join the Milano Member’s Club”
4th video- In “Join the Mila
Criminal 2 answering the police
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POLICE stands up and say to an italian, i
Introducing number 0 not just pasta”
swering police
ntroducing number 2 ano Member’s Club”
ys: NEVER mention that its an advice…
3rd video- Introducing number 0 “Pasta is not just pasta”
Close up of the handcuffs from Criminal 1
4th video- Introducing number 2 “Join the Milano Member’s Club”
Police close up looking at the camera saying: NEVER, 0 times okay? 0
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4th video- Introducing number 2 “Join the Milano Member’s Club”
Police stands up walking around the room and says: So you are basically saying that it was his fault because of the way he was speaking about italian food I guess… But there is something missing here… END OF THE VIDEO
4th video- In “Join the Mila
police: putting the looking at criminal 1 two when thi END OF THE VIDEO
WH
Same scene with the effect of noise + music of this effect
END OF THE VIDEO
END OF THE VIDEO
Again the effect
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ntroducing number 2 ano Member’s Club”
hands in the table asks: Where were you is happened?
4th video- Introducing number 2 “Join the Milano Member’s Club”
CRIMINAL 1 AND 2 looking at the police saying: At milano’s member club
END OF THE VIDEO
HEN YOU ARE IN LA, STAY IN ITALY
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SCRIPT!
! FIRST VIDEO INTRODUCING NUMBER 2! ! "cappuccino only in the morning"! ! POLICE: Can you explain me what happened? ! !
S1: I was waiting for him… he arrived late and with two cappuccinos. Cazzo!!!! It was 9 in the evening…!
!
S2: Like…, he started saying that I shouldn't take a cappuccino at these "late hours". C'mon as if it was 12 in the night. I just wanted to be awake, you know? !
! POLICE (looking at the camera): Did you get it? Two capuccinos…! ! SECOND VIDEO INTRODUCING NUMBER 0! ! "not food on the go"! ! POLICE: So you are basically saying that everything started because of the cappuccinos?! !
S1: Wait for it… he came with food. "Coglione!!!!". Where does he think we are? In the fucking playground? Men… it was a business meeting…!
!
S2: Wait for it… I brought some food and in the second I took it off the bag his face changed from 0 to 10. "ma che cazzo** fai" blablablaaaa food on the go??? are u kidding me (with italian accent). and I answer him with something like " you italians are crazy"!
!
POLICE (staying next to the criminal looking at the camera representing with expressions the sentence): From 0 to…. (follow the camera the movement of the hand to finish the video)!
! THIRD VIDEO INTRODUCING NUMBER 0! ! "pasta is not just pasta"! ! POLICE: Can you please go straight to the point? ! !
S1: Whatever… I think everything started when he pronounced the magic word… "pasta". "whatever it is, it's pasta anyways". !
!
S2: I continue eating cause I was hungry u know… so i said something like let me eat my spaghetti. I wish i haven't said that. "This is tagliatelle idiot" (italian accent). And the only thing I should't have said, came out of my mouth. " whatever it is , its pasta anyways"!
!
POLICE (looking at the camera): NEVER mention that to an italian, its an advice… NEVER, 0 TIMES. !
! ! ! ! ! ! ! !
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! ! FOURTH VIDEO INTRODUCING NUMBER 2! ! "Join the Milano's member club"! !
POLICE: So you are basically saying that it was his fault because of the way he was speaking about italian food I guess… But there is something missing here… Where were you two when this happened?!
! S1: At Milano's member club! ! S2: At Milano's member club! !
POLICE: And now it's your turn, two of you can join the member's club, only two? You got it?!
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PRESS RELEASE:
PRESS RELEASE Milano Members Club: the new capsule collection by IUTER at ComplexCon
Milan, 1st of October 2018 — The premium Milanese streetwear brand born in 2002 designed and manufactured in Italy, announce the lunch of a capsule collection on the occasion of ComplexCon. The capsule collection, called Milano Members Club, is inspired by the Italo-Americano meetings which took place in Italian restaurants of both Italy and United States. On all the items, along with “Hear no evil, see no evil, speak no evil” motto, is present the Italian flag and the writing “Made in Italy,” alongside the address of the IUTER production plant in Albizzate (VA). Alongside the promotional video of the campaign by @no_text_azienda and starring Gue Pequeño, IUTER is offering to their followers the opportunity to follow the team to L.A to experience the brand at ComplexCon. The contest consists of discovering a code through different series of videos, which are narrating a story between an Italian and an American guy being interrogated by a lawyer. Resulting in increasing IUTER’s awareness and driving followers to their website, two winners will have the opportunity to win the contest and be the new members of the new Milano Members Club. “We are trying to go one step further and engage our followers in a completely new way,” said the CEO of IUTER. Milano Members Club will become the new community of the brand, where the members will share passions, ambitions, and interests as well as getting exclusive opportunities from the brand such as discounts and pre-sales of new collections.
Iuter is a premium streetwear brand entirely designed and manufactured in Milan, since 2002. Although its first collaborators and supporters were all original members of the city’ skate and hip-hop subcultures, Iuter aims to go beyond its original context by reconciling the irony, playfulness and experimental nature of its roots to the art and refinement of Italian tailoring.
Corporate press office: Store@youthsrl.com Phone: +39 3938979738 Corso di Porta Ticinese, 48, 20123 Milano MI
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“MILANO MEMBERS CLUB”
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