Communication Project Report Marina Velasco Rodriguez BA Fashion Marketing & Communication,2017-18 Cwk2 Francesca Bolzacchini, Massimo Borio, Alessandra Buscemi, Andrea Cremascoli and Fabio Foschi
INDEX BACKBROUND - Concept - Aim and Target - Objectives and Kpi’s - Buyer persona - Succesful Case - Approx Budget
7 8 9 10 12 13
NEW METHODS - New App - Storytelling - Kpi’s - Characteristics - Features
14 15 16 17 18
ATL - Concept - Media Plan - Advertising Strategy and KPI’s - Advertising Aesthetics - Influencers - Seo - Sem
24 26 34 40 46 52 53
BTL - Concept of the event - Timetable - Aim, Objectives, KPI’s - Media Target - Media List - PR Activities - Influencer Press Kit and Invitation - Social Media Coverage - Follow Up - Thank you Letter
54 56 57 58 62 64 65 65 66 68 69
SOCIAL MEDIA - Background - Social Media Channels - Objectives and KPI’s - Owned, Earned and Paid media - Tone of Voice - Editorial Calendar - Newsletter Template
70 71 73 76 77 78 86
BUDGET ATL - Advertising Campaign Production - QR code - Advertising Campaign - SEM and PR
90 93 94 101
BTL -Event
102
Crisis management
108
APPENDIX
109
REFERENCES
116
BACKGROUND CONCEPT MUJI, a lifestyle brand offering a wide variety of products with quality and style made in Japan, has been analyzed previously to find out the weakest points. That is the reason why I am focusing my work on spreading MUJI’s culture and awareness and being more engaged with their audience, providing exclusiveness and values. All the activities are going to be focused on the set target, which is women and men around 30 and 40 years old that look for long-lasting quality products and their timetables do not allow them to have much free time to go shopping in a physical store. Through all the activities I want to show an enthusiastic and thoughtful personality using a simple but catchy tone of voice moving beyond the product towards the brand itself by using the first person narrative style, speaking directly with the audience and offering a creative and detailed description that can inspire them. An application is going to be launched, to have a second platform as e-commerce besides of the website. The aim of this application will be to offer customers the possibility to buy the items by the application, as well as have exclusive content regarding products and experiences. Moreover, the
application will provide the customers the opportunity to interact with the brand and create a higher engagement with it. On the other hand, exclusiveness in the side of sustainability will also be one of the critical points for the success of the application. To keep customers, the App will offer exclusive sales, activities, and experiences such as workshops and they will have their accounts where they will have the possibility to reduce the footprint on earth by different UX. All the details of the application are going to be explained in the following points. Taking into consideration that MUJI is going to open their second hotel in Beijing, would be useful to take advantage of the installations to launch the application using different media (offline and online) as well as influencers to cover the event. Regarding advertising, the launch of the application is going to be promoted using OOH and digital advertising mainly in 4 cities: Milan, New York, Paris, and Beijing. The ad in this selected cities would serve as a first test of the application to see which would be the future results to increase it or in the worst case reduce it.
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AIM To spread Muji’s philosophy in order to obtain more engagement between the audience, being more interactive as well as introducing new methods and experiences. By using the multichannel campaign, the brand message will be spread allowing the brand to gain more customers and visibility.
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TARGET Women and men from middle to upper class around 30 to 40 years old, with the seek for long-lasting quality and adaptability products for the whole family. This target is working in offices; they are freelancers or students. They shop in commercial high streets and malls, and they enjoy spending quality time with their families.
OBJECTIVES AND KPI’S
To increase recognition of the brand’s philosophy and Japanese culture by ensuring the brand message through the word-of-mouth, as well as merging the offline and online experience.
UX Kpi’s: Task success rate, Time on task, Use of search vs. navigation,User error rate and System Usability Scale (SUS)
Create a user-friendly shopping tool through e-commerce application in order to create more consumer touch points to purchase their products providing exclusive content.
New user referral rate (see the specific KPI’s for the App on the following points)
To encourage consumer interaction with the brand through social media and the application content to increase the engagement and increase Muji’s presence online.
Engagement (likes, comments, shares…)
To effectively introduce and generate awareness of the activities that Muji is going to develop using a combination of digital and OOH campaigns, affiliation with influencers as well as an event to be closer to the audience.
Reach, recall and engagement
(see the specific KPI’s for the advertising on the following points)
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BUYER PERSONAS GOALS AND NEEDS
LINDA Linda is a very organized women. She organizes every detail of her life in order to spend quality time with her family. She prefers to spend more money on quality rather than quantity but has no time to go shopping although she is interested in fashion and design.
She is a hard worker but she wants to find time with the family. She likes shopping but she has no time to go to physical stores.
BEHAVIORS AND MINDSETS Appreciates long lasting quality features. Interested in sustainability. Organization is an important point for her.
DEMOGRAPHICS Age: 33 Gender: Woman Salary: Stable Job Location: Worker; Enjoy spending quality time with family. Education: Master Family: Mother of two daughters and married.
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GOALS AND NEEDS
LUCA Luca is an enthusiast about the little details in life. He loves discovering new places while traveling as well as the nature. He is very aware of the climate changes.
He enjoys the little details of life. He loves finding new places and discovering upcoming products and events.
BEHAVIORS AND MINDSETS Appreciates quality, regarding all the aspects in his life. Does not like to spend time shopping, that is the reason why he does online shopping.
DEMOGRAPHICS Age: 35 Gender: Man Salary: Stable Job Location: Freelancer; Photographer enthusiast of traveling with his family. Family: Engaged with one son.
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SUCCESSFUL CASE The activities proposed before can be a strong point for the future of the company for many reasons:
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Open new channels
- They do not have an application as e-commerce, and this would facilitate customers to buy the products quickly.
Be more active on Social Media
- Reduce their different channels on Social Media (mainly Facebook and Instagram) into one central channel to facilitate the audience to understand and arrive at their page.
Advertising campaign
- Reach new customers as well as be more active between their competitors.
Offer exclusiveness
- To obtain loyal customers as well as differentiate from the competitors.
Create unique experiences
- The event would provide Muji benefits regarding recognition, awareness, and creativity.
APPROXIMATE BUDGET
ATL ACTIVITIES
BTL ACTIVITIES
400.000€
150.000€
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NEW METHODS NEW APPLICATION In order to improve the sales as well as spread more awareness of the brand, the application would be the second platform of e-commerce, besides the website, that Muji will use. With the user-friendly tool as well as the exclusive content, Muji App would try to engage their customers.
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STORYTELLING
“BE PART OF IT” Muji, a lifestyle and fashion brand founded under the term of a no-brand branding offers to their customers not only the possibility to buy their products but also an experience. With the new implementation of the App, Muji is going to provide the opportunity to their audience to interact with the brand under the hashtag #ThisisMuji, which would be the critical success to make them take part of the story. Creating a community, the engagement is going to grow, and the customers would feel more involved with the brand. Muji is going to tell stories were true to the brand through inspirational content such as videos or photographies. Moreover, the website and application “About” page would give a little biographical background but mainly highlight their central concept of simplicity and long-lasting quality products by using sustainable materials.
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KPI’S
App Downloads
Metric to measure the mobile application’s progress.
Retention rate
To know how many users use the application for the first time installed.
Number of new users
To understand if the user base is growing or not.
Daily active users
The number of active users who use the app every day.
Monthly active users
Having active users on a monthly base.
Session length
The length of time spent in the app to see how engaging the content is as well as to identify the type of users.
User Lifetime Value (LTV)
To track revenue per user but more focused on the potential and future income that users can bring.
Purchases
To maximize lifetime customer value by generating a continuous flow of revenues.
Number of items placed in a shopping cart
Strong indicator of user intent.
Number of pages visited
The strong indicator of user intent.
Brand awareness
To prove that the visitor was able to find engaging content that keeps them in the app.
Subscriber growth rate
To understand how well known the brand is in the local media market. To see if the audience is expanding or not.
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CHARACTERISTICS:
COLORS
Be align with the color palette of the company in order to be recognized directly as Muji.
MUJI APP
TYPOGRAPHY
Alternate Gothic No.2 BT, different sizes.
MUJI APP
MUJI APP
STRUCTURE Simple and user-friendly tools divided in the main hamburger menu.
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FEATURES
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ATL ADVERTISING CONCEPT The 1st of September, Muji is launching Muji App. A worldwide OOH campaign is going to be developed in 4 main cities: New York, Milan, Paris, and Beijing, considering them as the fashion capitals, as well as Beijing, the central city of the new launch, where the event is going to take place. The OOH campaign is going to offer the possibility to download the App thank you for the QR code that is going to be placed. Moreover, digital advertising is going to be used on social media, mainly Facebook, Instagram, Pinterest and Youtube as well as on Google, to reach a specific targeted audience.The main video of the launch of the campaign is going to be shot around the idea of busy women and men who show their friends how easy is to live a daily day life with Muji products thanks to purchasing them by the App.
LAUNCH MONTH 1 1/09/2018- 1/10/2018
Push advertising as it is the first month of the launching, and it will be focused only on the APP, showing the features as well as providing the tools to download it.
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LAUNCH MONTH 21/10/2018 - 1/11/2018
Less advertising online, as the event will take place on the second month and the influencers will take the control of it.
LAUNCH MONTH 3 1/11/2018 - 1/12/2018
Push again the advertising online, not only focusing on the APP but also on the products.
WHERE
WHEN
WHY
OOH ADVERTISING - Bus Shelters
Milan, Paris, New First week of Au- Push OOH advertiYork and Beijing. gust, aligned with sing with Digital to the launch of the spread awareness and APP reach a broader audience to increase the users and sales, and it cannot be skipped or blocked.
Digital Advertising - Facebook - Instagram - Pinterest
Mobile device world- September, October Reach a specified wide. and November. targeted audience depend on the channel and spread awareness to increase recognition and sales.
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MEDIA PLAN For the advertising campaign, Muji is going to be on social media, online magazines as well as OOH advertising. Facebook, Instagram, and Pinterest will be the primary platforms. The ad is going to be structured in three months as mentioned before. Moreover, for each platform, a specific target is going to be considered by geographic, age and interests. The impressions vary from one city to another because of the population. On the other hand, one of the leading towns that Muji is going to perform with advertising is Beijing, where the social media platforms are banned, so instead, Muji is going to advertise on the two leading Chinese platforms Wechat and Weibo. Furthermore, advertising is also going to be placed in two main magazines: Dazed and Wired, as their target and content, are aligned with the objectives of the brand. Regarding OOH advertising, Milan, New York, Paris and Beijing will be the primary cities using bus shelters and metro advertising where will be a crucial placement to achieve a wider audience and spread awareness.
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Source: https://www.facebook.com/ads/manage/powereditor/creation?act=73522938 See example on appendix letter D
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ONLINE MAGAZINES
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OOH ADVERTISING STRATEGY
Create exceptional experiences throughout the cities that encourage the people to share them. Generate buzz, excitement and greater consumer engagement to build a quick coverage. Interact with the moving target. Geographical flexibility. All media include a clearly visible eye-level QR code driving viewers to the new Application,
Catch the attention of an specific target due to the location of the advertising.
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KPI’s
KPI’S
EFFECTIVENESS
OTC (Opportunity-to-contact)
Number of impressions that can potenetially see the billboard
VAC (Visibility adjusted contact)
Number of impressions that actually sees the billboard
Traffic data
By the QR codes
35
DIGITAL ADVERTISING STRATEGY ON MAGAZINES -BANNERS Reach a targeted audience online with specific interests
Get dowloads from the App from more platforms
Spread awarness
KPI’S KPI’S
36
EFFECTIVENESS
- Impressions
- To see how many times the advertising has been shown.
- CTR
- To know how many clicks I have in the advertising.
- Engagement Rate
- The interaction of the suers with the ad.
- Visitors
- The number of people (identified by cookies) who ended up on the sites as a result of the clicks on the banner ad.
-HERO ADVERTISING
DOWNLOAD NOW!
DOWNLOAD NOW!
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DIGITAL ADVERTISING STRATEGY ON SOCIAL MEDIA Create engaging content aligned with the brand and the launch of the new Application in order to increase the awareness. Provide content where they can download the App directly.
Upload content for specific channel depending on the city and the targeted market.
Gain downloads for the App.
Increase the sales by the App
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KPI’S
OBJECTIVES
KPI’S
- Total reach - Total impressions - Traffic data - CTR
- How many unique users have seen the content - Number of times that the content is displayed - Users who download the app from the advertising - How many clicks have the advertising
Gain traffic for the launch of the New Application.
Click to rate (QR CODE)
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CONVERSIONS - PHOTO
BRAND AWARNESS - PHOTO
Muji (USA)
Muji (USA)
All your favourite stuff at home, with Muji APP - download now!
A kitchen scale, a silicone scraper, stainless steel measuring tools — our utensils and tools are designed with attention to detail to be easy to use
Photo:
CHECK OUT OUR EXCLUSIVE CONTENT NOW ON
MUJI APP
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- Recommended image size: 12000 x 628 pixels - Image ratio: 1.9:1 - Text: 90 characters - Headline: 25 characters - Link description 30 characters
BRAND AWARNESS - VIDEO
VIDEO - Image ratio: 1.9:1 - Text: 90 characters - Headline: 25 characters - Link description: 30 characters - Aspect Ratios Supported: 16:9 (full landscape) to 9:16 (full portrait) - Length: 120 minutes max - Minimum resolution: minimum width 600 pixels, length dependent on video aspect ratio - File Size: Up to 4GB max - Frames: 30fps max
Muji (USA)
Now you can find special offerts from our Muji Hotel on our new App!
Muji OUT HotelOUR in Shenzhen CHECK EXCLUSIVE CONTENT NOW ON MUJI.COM
MUJI APP
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ONE IMAGE ADV
VIDEO ADV
STORIES ADV
x
Download Now
...
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PROMOTED APP PINS
PROMOTED APP PINS
Muji
Muji
A5 Notebooks - 5 Pack The pages of this notebook are resistant to ink seepage from highlighter pens and ballpoint pens... Saved from: muji.com
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WECHAT ADVERTISING
-MOMENT ADVERTISINGThe first and most familiar method of WeChat advertising for Western marketers is to promote on WeChat moments. They are the equivalent of Facebook ads appearing on the timeline.
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WEIBO ADVERTISING
-TUNNEL ADVERTISING“Fan tunnels are the most targeted and intelligent way of reaching new consumers & followers. You can use this to promote either a specific post or your account. It functions like a ‘headline’ that appears at the top of a user’s news feed”.
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INFLUENCERS
In order to spread the awareness and have broader coverage of social media, 11 influencers are going to be chosen. The criteria used is based on the followers as well as on the content, that is the reason why the chosen ones are covering fashion, lifestyle, and food content. Moreover, all of them follow a simple and minimalistic aesthetic showing little details of their daily life. Furthermore, the influencers are from the central four cities also chosen for the advertising campaign: Milan, New York, Paris, and Beijing. All of them are going to be invited to the event in Beijing for the launch of the new application.
The contract will consist on: Two posts: One related to the App and the other one with the event. Mention @global_muji on the posts and use the specific hashtags #Mujiapp #Mujievent #ThisisMuji #Bepartofit The contract aims to gain more visibility, as well as more followers on the primary account of Muji on Instagram: @muji_global, and reach a targeted audience by each of the influencers based on a different city as well as achieving a specific audience. (see a contract on the appendix, Letter A )
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Beijing
Finally I can buy my favourite pens from @muji_global on their new APP! Download it now! #MujiApp
So greatful to attend the event of @muji_global in Beijing! It can not be better! Now you can also be part of their community you just have to download the #MujiApp ! #ThisisMuji
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@queduong
@onehungryjew
@natalieoffduty
INFLUENCERS
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PROTOTYPICAL INFLUENCER
AUDIENCE SIZE
ENGAGEMENT RATE
TYPE OF CONTENT
Natalie Lim Suarez Model and Singer Chinese/Spanish/ Mexican Living in NYC 27 years old
523K macro-influencer
1.63%
Fashion
Rayna Writer, Photographer American Living in NYC N/A
318K macro-influencer
0.71%
Food Travel Lifestyle
Que Duong Photographer and Creator From Vancouver Living in New York 31 years old
23,1K macro-influencer
6.31%
Details about Fashion Food Arquitecture
@filippocirulli @filippofiora @eleonoracarisi
PROTOTYPICAL INFLUENCER
AUDIENCE SIZE
ENGAGEMENT RATE
TYPE OF CONTENT
Filippo Cirulli Designer Italian Milano 30 years old
124 K macro-influencer
2.43%
Fashion Spots Design
Filippo Fiora Designer Italian Milano 31 years old
125K macro-influencer
1.59%
Fashion Design Spots Food
Eleonora Carisi Creative Director & Founder Italian Milan 32 years old
674K macro-influencers
1.37%
Fashion Architecture Lifestyle
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AUDIENCE SIZE
ENGAGEMENT RATE
TYPE OF CONTENT
Jasmine Ng Digital communicator French and Singaporean Paris N/A
85,8K macro-influencer
1.72%
Architecture Minimalism Details
@raulcabrera
Raul Alejandro Cabrera Ruiz Photographer Spanish Living in Paris 31 years old
79,1K macro-influencer
1.47%
Architecture Minimalism
@intoyourcloset
Marie IntoYourCloset. com Founder French Paris 30 years old
46K macro-influencer
1.71%
Fashion Lifestyle
@jasminetartine
PROTOTYPICAL INFLUENCER
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@thehautepursuit @yvesching
PROTOTYPICAL INFLUENCER
AUDIENCE SIZE
ENGAGEMENT RATE
TYPE OF CONTENT
Vanessa Hong Blogger Chinese/Canadian Beijing 32 years old
610K macro-influencer
0.88%
Fashion Travel Lifestyle
Yvonne Ching Blogger Chinese
49,9 macro-influencer
3.00%
Fashion Lifestyle
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SEO To optimize a website to place them higher in the organic search results of search engines, SEO will result in higher traffic to Muji website, but it must be maintained. To be continued the credibility has to be considered, thank you to those links from external sites such as youtube, facebook or Instagram linked to Muji’s website, as well as links to and from Muji’s website.
Page Title Muji New launch Application Keywords Muji, Muji new, Muji launch, Muji application, Japan, Chinese, Beijing, minimalism, simple, Muji pens, Muji notebooks, Muji tools, Muji community, be part of it, hotel Muji, simplicity, furniture, food, sustainable clothing, home fragrance, home accessories, picture frames, health & beauty, skincare, filing accessories, textiles, notebooks and paper, stationery, travel, electronics, ladies fashion, men’s fashion, accessories, storage, muji event, sales, exclusive content, exclusivity. Description Muji Application is the second platform of e-commerce from Muji. It provides customers the possibility to buy the products from their devices. Moreover, exclusive content will be only available on the application as sales or different activities to spread the awareness and increase the sustainability path that the company is following. This is Muji is the community created by the various customers all over the world where they can interact with each other.
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SEM As users enter keywords into search engines to find what they are looking for, Muji is going to work on the specific ones to be at the top of the funnel when they are searched. An SEM company is going to be hired to have the right keywords for the campaign.
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BTL
CONCEPT OF THE EVENT
The launch of the application is going to take place the 1rst of September. One month after, the event will take place the 6th of October in the Muji Hotel in Beijing. The event is going to be structured in different parts. First of all, all the attention are going to be sitting at different tables when a video of the launch of the application is going to be shown. After that, Tsujii Takashi, the founder of the brand is going to explain step by step the application, helped by the designers of it, as well as the activities that the guests are going to experience. When the presentation is finished, the guests will enjoy a typical Japanese dinner and then interact with the different technologies related to the app while having a cocktail. The event will serve as a conductive thread to the new technology advances that Muji is going to apply. The event will be decorated with the idea of technology but also following the aesthetics of the minimalism, calm and relaxed vibe of the company. The furniture and all the decoration, as well as the dinner, are going to be related to the Japanese culture to increase the awareness of the brand.
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DETAILS PRESENTATION The presentation is going to be introduced in a specific room of the hotel. There the video of the Muji APP is going to be shown. Following the video, Tsujii Takashi is going to explain in detail the features inside the applications with the help of the designers of the APP. Moreover, he is going to introduce the activities that are going to take place during the evening: dinner + app activities.
APP ACTIVITIES Many screes are going to be placed, in another room different from the presentation, in order to allow the guests to try out the new application. Moreover, the guests will have to download the app on their mobiles in order to make use of the “machines”. Photo Booth with QR code in order to send it to the profile of the customer in the APP Some machines to get discounts for the products of Muji uploading a picture with the hashtag #ThisisMuji
DINNER A Japanese dinner is going to be served to every guest. The food is going to be from the company.
MUSIC There will be a DJ for the whole night as a way of entertainment and introduction to the different activities that are going to be shown.
PERFORMANCES
DECORATION
One performance is going to take place after the dinner. It will be related with the Japanese culture as a way to introduce the guests to interact with the different screens and try the new application.
Everything minimalistic, following a Japanese aesthetic, in order to show the guests the values and aesthetics of Muji. All the little details are going to be from the company such as the dishes, glasses, etc… Every product will have a QR code in order to allow the customers to buy them by the app.
Moreover some artists are gona personalized Muji items for the guests.
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TIMETABLE
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AIM OBJECTIVES AND KPI’S
AIM The event aims to show the new product: the application to the audience. With the event and the different activities that are going to be developed the brand can spread awareness as well as promote the product to acquire new customers and keep loyal ones. Thank you for the press and digital coverage (influencers) the event could reach a more extensive and targeted audience in different cities.
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MEDIA TARGET
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MEDIA LIST
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PR ACTIVITIES
Press release In order to make the event known by the groups of the press that may be interested in Muji’s event Content Marketing Elaborating integrated marketing communication plans. Storytelling In order to build a consistent story that elevates the event and brand and bring an emotional draw to it. External communication Media and influencers relations in order to give coverage to the brand during the event as well as to reach a wider audience. Crisis Management (see more in depth on the points bellow*) In order to mitigate the parts that a tragedy, natural disaster or security issue have ruined. Executive Services In order to help Muji with interview coaching, speech writing, and presentation. Change Management In order to roll out the new software platform giving an entirely new vision for the event in order to ensure all the communication part. Go After Testimonials In order to know what they think about the event, is essential to manage this field to improve in the future and consider what to keep doing or not. Event Buzz In order to increase the awareness of the event and engage the audience to create hashtags be active on social media during the event in order to interact with the audience
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INFLUENCERS AND PRESS KIT
INVITATION
Send them one month before the event
see press release on the appendix, Letter B*
send by email
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SOCIAL MEDIA COVERAGE
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FOLLOW UP
TYPE OF CONTENT
FOLLOW UP
Print magazine
The press clippings organized geographically by magazine. Full coverage on every chosen magazines.
Online media
Monitor the news on internet to see what is said about the event, brand as well as the reviews. Monitoring the news by ages to see the target reached. Monitor the brand and the keyword mentions among the main platforms of the influencers as well as the main platforms of the brand. Reviews of the event by the comments of the users. Lead generation Clipping of the influencers
Social Media
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THANK YOU LETTER
Send an e-mail to all the guests as a gesture to thank them from their attendence. Moreover, an introductory e-mail will be also attached in order to inform them about the newsletters.
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SOCIAL MEDIA BACKGROUND Muji started using Social Media in 2009 with Twitter and Facebook. Moreover, the brand also own several Instagram accounts, one for each country, Youtube channel, Pinterest and a website. By doing a competitive analysis (see on the appendix, Letter C) on social media as well as taking into consideration the previous research of Muji’s social media, I will consider the points that the brand needs to improve as well as the ones that I want to maintain.
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INTERNAL FACTORS
EXTERNAL FACTORS
WEKNESSESS
Low engagement
Higher engagement
THREATENS
STRENGHTS
Posts per day
Offered content based not only on product but also on lifestyle and community
OPPORTUNITIES
SOCIAL MEDIA CHANNELS
PLATFORMS
REASON OF THE CHOSEN CHANNEL
ACCOUNT
/muji.tw —> For the in China. /muji.usa —> For the in USA /muji.it —> For the in Italy /muji.fr —> For the in France
audience audience audience audience
Moreover a new Facebook account would be created as a service platform called / muji_care
@muji_global
Muji is going to be focused on these 4 cities as they are going to be the main ones for the test of the launch of the new campaign. The different accounts are going to be run in the different languages in order to be understood by their specific target. Moreover, Muji is going to perform simultaneity in the different accounts. Having an account for each city would be helpful to see what is the audience more interested in and adopt the content on that. On Instagram, Muji is going to have only one main account, which will be in English in order to reach the whole audience. With @muji_global, the company is going to build an special layout in order to engage more the audience and express the values of the brand.
TACTICS
- Sponsored content on Facebook. - Special content not found in the other social media platforms. - Engage the audience being interactive by replaying comments or answering doubts. Not only focus on product but also on experience.
- Provide special content for this channel. - Sponsored content with influencers Advertising campaigns on Instagram - Create more engagement with the use of hashtags.
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PLATFORMS
Youtube
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REASON OF THE CHOSEN CHANNEL
ACCOUNT
@muji_global
/muji.tw —> For the in China. /muji.usa —> For the in USA /muji.it —> For the in Italy /muji.fr —> For the in France
audience audience audience audience
TACTICS
Main channel where Muji can be more creative and offer a wide variety of content through videos, or series of video showing the atmosphere and the values of the brand, reaching a wider audience and being closer.
- Create inspiration videos to show the products of the brand - Create videos about the insides (interviews, backstage…) of the company. - Link Youtube with the other social media platforms.
The main target of the project (men/women 30-40) are potential users of Pinterest.
- Create folders for the different products. - Create folders with inspirational atmospheres related with the brand. - Build everything around the values of the brand as well as following the same aesthetics.
Having different accounts for each country inside the platform would be useful for the company to see in which products are the customers more interested in.
OBJECTIVES AND KPI’S FACEBOOK
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PINTEREST AND YOUTUBE
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OWNED, EARNED AND PAID MEDIA
OWNED Muji is in full control of different channels: website, Facebook, Instagram, Youtube, Pinterest and the new application, Muji. It provides value to leads, which can serve as a feedback to determine whereas or not to work with, and offer a more controlled message about the company. Moreover, they are built to create longer-term relationships with existing potential customers as well as earned media.
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EARNED Muji can have earned media by the well-executed and well-coordinated owned and paid media. Thank you for the content the audience can give reviews and spread the awareness by the word-ofmouth. Moreover, the influence of the SEO efforts can affect the earned media positively. As the primary goal is to spread awareness and engage the audience, Muji focuses their targets into the customer experience delivered to receive a result. Moreover, press mentions also help to increase earned media by the content of the articles talking about the company. In consequence of earned media, the customers will have more credibility on Muji, although this cannot be controlled.
PAID As a method for promoting content from Muji and driving exposure being controlled by the brand paid media can serve as the path to reach potential customers. The paid media that Muji is using is based on the sponsored content on Social Media platforms: Facebook, Instagram, Youtube, and Pinterest, as their target audience, is the most active and engaged with the brand in those platforms. On the other hand, online magazines are also another paid media that Muji is using to promote the launch of the new application as well as the products to increase the awareness.
TONE OF VOICE
CHANNELS
TONE OF VOICE
PURPOSE
Honest,
simple, helpful but catchy.
Engage and sell
Honest,
simple, friendly and catchy.
Inspire and sell
Youtube
Transparent, simple, rect and catchy.
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di-
Inspire
Entretain
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EDITORIAL CALENDAR
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see the layout below*
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- Stories will be uploaded every two days
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2 weeks before the event send the newsletter to the people invited.
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MAIN VIDEO OF THE LAUNCH OF THE APPLICATION CAMPAIGN
FIND YOUR FAVOURITE ITEMS ON MUJI APP!
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NEWSLETTER TEMPLATE FOR PRODUCT
86
87
NEWSLETTER TEMPLATE FOR PRODUCT
88
89
BUDGET ATL
Advertising Campaign Production
90
91
92
QR CODE:
SOURCE: https://www.qr-code-generator.com/pricing/
93
Advertising Campaign
94
95
96
97
98
99
100
SEM ACTIVITIES
SOURCE: https://dagmarmarketing.com/seo-pricing/
101
BUDGET BTL EVENT
102
see on the appendix, letter E
103
104
105
106
GROS TOTAL BUDGET
107
CRISIS MANAGEMENT In any case of crisis, a communication plan will be implemented in response to it. The crisis will have the power to damage the company’s reputation with negative publicity and bad reviews. There are various situations that Muji could face that would be considered a crisis. The following are possible threats: -
Not enough downloads on the app to cover the costs Any implementations of Social Media community regarding engagement. (likes, comments, followers…) Fire at Muji Hotel Beijing Food poisoning from the food pantry The nonfunctioning of the technologies provided during the event.
Muji will have to react in front of those cases professionally and honestly. To be prepared for any thread, a crisis communication policy is going to be implemented. - In any situation of crises, it will be reported to the president of the company, which will be the person to inform to the media/audience about the situation - Any issue should remain confidential inside the company. - Responses should be efficient, responsive and well organized.
BUDGET FOR CRISIS MANAGEMENT
108
20% OF THE TOTAL BUDGET = 200.000€
LETTER A - APPENDIX
INFLUENCER CONTRACT
111
112
LETTER B - APPENDIX PRESS RELEASE
113
LETTER C - APPENDIX COMPETITIVE ANALYSIS ON SOCIAL MEDIA
109
110
LETTER D - APPENDIX FACEBOOK ADVERTISING PRICES
115
LETTER E - APPENDIX MUJI ROOMS
Influencer + 1 room
Press room
114
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