APPLICATION OF SOCIAL MEDIA MEHAK GARG UGFD - LEVEL 2
Table Of Content 1
2
Traditional media v/s new media
Social media platforms for branding
3
4
Iconize yourself
Brand case study Ecoalf
5 Brand and Social media plan
NEW MEDIA V/S TRADITIONAL MEDIA BRAND STUDY
Globally well-known sportswear giant is top of its game right now. As a leading sports apparel brand, Nike’s huge success isn’t a surprise. Nike is a multinational American company dedicated to manufacture footwear, clothing, accessories and other sporting goods. Each digital marketing strategy they present has brought million dollars of profits. The company is not only selling products, but they are also selling emotional benefits of the products. In short, they are selling the aspiration.
About NIKE
New media, also called digital media, consists of methods that are mostly online or involve the Internet in some sense. Nike transformed its marketing strategy by embracing key digital strategies such as data analytics, social engagement and storytelling.
NEW MEDIA
Building meaningful stories and tagline. • focus on creating meaningful stories to build a loyal fan base. Nike induces emotion in the customer through “emotional branding”. • Nike tells its stories with a traditional narrative of a hero who overcomes hardships, fights with an enemy and leads to glory at the end. • from his slogan ‘Just Do It’ invites a lifestyle that revolves around overcoming and invites people to reach their potential. • Nike’s ‘I Would Run To You’ ad (essentially a funny short film) shows the story of a longdistance couple reconnecting by running across the country to see each other.
Use the channels that customers use. • used customer channels” It means, this multinational found that platforms such as YouTube and instagram • took the initiative to start broadcasting his commercials mainly through this social network to reach a greater number of people. • effectively reaching their target audience and increasing their sales compared to past commercials. This way, they have achieved benefits in audience gain and cost reduction.
Allow your audience to create their own content. • opportunity to design sports shoes in accordance with their style. It is a strategy that made users feel like valuable subjects for the company. • Through this option, the company managed to reach with the emotions and feelings of the clients plays an important role. • Nike was able to capitalize on this opportunity and allowed its users to create their own tennis designs that they could buy on request and also share on social networks.
Nike Unlimited Stadium. • Have you ever race with your own shadow? “Nike Unlimited Stadium” made it happen. Nike has constructed the world’s first full-sized LED racing track in Manila, Philippines. • The runners can compete with their LED avatars with the help of a sensor attached to their shoe in 200 meters long LunarEpic running shoes’ sole shaped track. This great project of Nike conceptualized by BBH Singapore and digitally promoted by Birdman.
Social Media Platforms For Branding Digital Marketing Approach
About BURBERRY
Classic, elegant and quintessentially British, Burberry’s latest reinvention made many take notice thanks to a powerful social media strategy. In 2018, after years of slumping sales, the iconic British fashion label waved goodbye to its longtime creative director-turned-CEO,Christopher Bailey, and ushered in a new leader, whose bold reputation precedes him. Upon welcoming Riccardo Tisci as Chief Creative Officer, Burberry underwent a significant makeover in more ways than one. A new era of Burberry is upon us, and nowhere is this more evident than on social media, where the brand weaves their heritage and contemporary character acrossInstagram, Twitter, Pinterest, and Youtube seamlessly.Online, the brand previously leveraged its connections with famous British icons, such as Naomi Campbell, Cara Delevingne,Andy Murray, James Bay, and Rosie HuntingtonWhiteley to name a few, via engaging content such as makeup tutorials, viral fashion films and music videos.
- Burberry has 4,890 posts and 17m followers on Instagram. - Burberry used instagram to reveal it's new logo. ( which was being changed after 20 years). - Instagram Shopping: Limited Edition Products -To commemorate their new look, and draw further buzz and sales, Burberry launched limited edition products that featured the new #ThomasBurberryMonogram. - Content Deployment-A tactic that has likely delivered major impact for Burberry is its segmenting of content across social channels. Rather than sending out several posts that cover a range of different topics, Burberry focuses on one message at a time and extends their content for this stream for as long a two weeks in some cases.
- Twitter is the most active of Burberry’s social accounts, with an average of 5 posts uploaded per day. - While the ‘favourite’ and ‘retweet’ numbers may appear to pale in comparison to those that the Burberry Facebook and Instagram accounts enjoy, it needs to be remembered that a retweet on Twitter is extremely valuable, getting a host of fresh eyes on the content. Burberry were also one of the first brands to make use of Twitter’s ‘Buy Now’ function, back in 2014. - Every single tweet includes either a video or an image, often of celebrities wearing Burberry clothes at social events. - Burberry has a separate feed for customer service, which is a strategy adopted by many other retailers as it means marketing messages and customer queries don’t get mixed up with one another. - One final example of Burberry using Twitter to offer fans exclusive content is its ‘Tweetwalk’ campaigns, which gave users access to behind-the-scenes images just before models step onto the catwalk at fashion shows. - In addition to their front-facing account, they have a corporate handle as well as accounts for every country with a storefront. Customers can engage directly with their local store and receive store-specific updates in real time.
- Burberry’s glossy imagery is perfect for Pinterest, so it’s no surprise that it has 10 million + monthly viewers. - They include ‘Burberry Weather,’ ‘Wearing Burberry,’ ‘Burberry Mens wear’ and ‘Burberry Eyewear,’ ’The Burberry Trench' , 'Burberry editorials and many more. - Overall the boards are an appealing mix of product ideas, celebrities, music videos and pictures of London, which is precisely the kind of thing people enjoy sharing on Pinterest
- The content Burberry use for Facebook is essentially a highlights package of their Twitter feed. They save it for large announcements, or high production value videos. The engagement is solid, with each post enjoying a few thousand likes - Facebook specific features are utilised well by Burberry. New lines are announced with a Facebook album’s worth of images. Burberry has also taken to live streaming catwalk shows, most notably their London Fashion Week runway. - Burberry was ranked the most popular FTSE100 Company on Facebook- Burberry has adopted a similar strategy by posting special invites for Facebook fans to watch live fashion shows.
The Takeaway
BURBERRY’S APPROACH ACROSS SOCIAL MEDIA REMAINS PARED DOWN AND MINIMALIST, GIVING ALL BRANDS HOPE THAT THEY TOO CAN HAVE MAJOR IMPACT JUST BY STICKING WITH THE BASICS.PLANNING, STRATEGY, CONSISTENCY AND EXECUTION ARE WHAT MAKES BURBERRY STAND OUT ON SOCIAL MEDIA. WITH NEW PIECES THAT ARE RATHER SIMPLE, THE LABEL HAS MANAGED TO CREATE BUZZ BY TELLING A COMPELLING STORY THAT PEOPLE WANT TO HEAR.BY MAKING HERITAGE COOL AGAIN, AND LETTING THEIR SHOPPERS IN ON EVEN THE MOST MUNDANE OF EMAILS, THE BRAND WAS ABLE TO CREATE CONTENT THAT FELT LUXURIOUS, COOL, AND FRESH, WHILE ALSO RESONATING WITH NEW AND OLD DEVOTEES.
socialwall.me. 2020. Case Study: Is Burberry’s Social Media Use the Best Amongst Luxury Brands?. [ONLINE] Available at: https://socialwall.me/en/burberry-social-media-use-luxurybrands/. [Accessed 14 May 2020].
Reference
business 2 community. 2020. Social Media Strategy: Rebranding Heritage At Burberry. [ONLINE] Available at: https://www.business2community.com/socialmedia/social-media-strategy-rebranding-heritage-at-burberry02138561. [Accessed 14 May 2020].
twitter. 2020. Burberry. [ONLINE] Available at: https://twitter.com/Burberry. [Accessed 14 May 2020].
ICONIZE YOURSELF
CASE STUDY
ALEXA CHUNG
ABOUT ALEXA’S VISION: TO CREATE CLOTHES THAT PEOPLE WANT TO WEAR. COMBINING PARISIAN CHIC WITH A NEW YORK EDGE, AS WELL AS THE VERY BRITISH SENSE OF HUMOUR, IT IS INSPIRED BY EVERYTHING FRO M JANE BIRKIN’S INSOUCIANCE TO DAVID HOCKNEY’S STRIPY SWEATER.
ALEXACHUNG is a fashion brand, born in London 2016, the brainchild of Alexa Chung, the human, born in Hampshire, 1983. With nearly a decade’s experience in designing clothes for other brands, and with the idea of starting her own label warmly incubating in her mind for some time, Alexa decided to take the plunge and launch her namesake, and so returned from New York to creatively direct a business distinctively tied to her British roots.
The fashionista’s brand is assured – and unmistakably inspired by her own personal style. The Alexachung look is very recognisably the Alexa Chung look. The mood is London tomboy, the cut Parisian chic. When she started out she said, “Humour is always part of what I do. That’s a very British thing in fashion, I think,”. She also played down the celebrity angle of her brand. “I did this because I want people to recognise that we are a real company and we are not going anywhere,” she said.
PERSONAL STYLE
"LONDON TOMBOY, THE CUT PARISIAN CHIC"
.ALEXACHUNG prides itself on its unique approach to making clothes, combining distinctive fabrics and prints with classic tailoring alongside more feminine designs. The result is a carefully considered, alluring combination of prim, racy and rock ‘n’ roll, where frivolous party pieces interact with grown-up tailoring and classic silhouettes.
MARKETING & SOCIAL MEDIA STRATEGY
Alexa Chung’s team has not only built a successful strategy but were able to understand just how effective their marketing actions were. Alexa Chung’s brand leveraged media assets by providing Business of Fashion with an exclusive announcement, that described the inspiration behind the brand, as well as Chung’s motivations to “have the freedom to make her own world, without someone else’s brand’s brief to stick to.”
IDENTIFIED WHO WAS WRITING ABOUT THEIR BRAND
The launch of Alexa Chung’s brand not only generated coverage in somewhat predictable regions such as fashion hubs like the US, UK, France, and Italy but also saw significant coverage from publications in Spain, Portugal, Germany, and the Netherlands.
Mentions hold can increase validity for a brand, depending on their reputation and readership. ALEXACHUNG’s launch was covered by Vogue.com an astonishing 63 times across 11 of their online platforms, which told the brand that Vogue’s audience would likely be interested in the upcoming collection.
SOCIAL MEDIA By integrating a software-based system, dedicated to monitoring media mentions, brands can combat the risks associated with manual tracking (and free up precious time). Platforms dedicated to this also go beyond tracking and recording, as they can also filter out coverage from an influencer’s personal account versus their label’s account, separating the Alexa Chung from the ALEXACHUNG.
SOCIAL MEDIA ENGAGEMENT INSTAGRAM (PERSONAL) - 3.9 million followers INSTAGRAM BUSINESS - 261 thousand followers FACEBOOK - 213 thousand followers YOUTUBE - 408 thousand subscribers LINKEDIN - 2 thousand followers
CONCLUSION .Alexa has created a niche for herself and showed the world a new way to approach marketing through digital and social media. Her unique sense of business and style sensibilities has taken her to the path of making her brand iconic.
https://www.mytheresa.com/en-us/designers/alexachung.html https://www.theguardian.com/fashion/2018/sep/15/alexa-chung-londontomboy-parisian-chic-designer-debut-london-fashion-week https://www.elle.com.au/culture/alexa-chung-interview-7764 https://www.launchmetrics.com/resources/blog/alexa-chungs-brand https://www.alexachung.com/
ECOALF
01
Because There Is No Planet B
ABOUT
ECOALF was created by Javier Goyeneche in 2012 to realise innovation in recycled clothing.The idea for a truly sustainable brand was born from a deep frustration with the excessive use of the worldĂ?s natural resources and the amount of waste produced by industrialised countries - specifically by the fashion industry. ECOALF is more than a conscious clothing brand; it is a mission to create the first generation of recycled products with the same attention to quality, design and technical properties as the best non-recycled products in the market. In order to ensure 100% transparency and provide the highest levels of quality, the ECOALF team manages the full process from waste collection to recycling technologies, manufacture, design and retail.Fabrics are developed in partnership with specialist manufacturers around the world and ECOALF are currently operating 14 joint ventures globally to collect and process waste into fabric and components with the highest recycled content available in the market. Current initiatives operate to manufacture discarded fishing nets, PET plastic bottles, used tyres, coffee, post industrial cottons and wool into high quality yarns and components for clothing, accessories and footwear. The brand offers a conscious alternative with no compromise. Perhaps most importantly, it provides a practical demonstration that there is absolutely no need to continue depleting the EarthĂ?s natural resources for the sake of production. ECOALF continues to push for innovation and improved technologies in the collection and production of recycled materials.
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AUDIENCE Ecoalf's target audience consists of a community which is inclined towards upcycling and circular fashion. Ecoalf stimulates the desire in people to be more conscious. It also includes consumers who are all about innovation, activism, social and environmental commitment, and beautiful high-quality fashion products.
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ENGAGEMENT Ecoalf has a strong website with a more humane narrative. The content, structure, navigation, visual design and interactivity of its corporate site works around the concept of commitment as does the brand itself. The brand engages through a curated news feed, infographics about their textile making processes, and a front-page feature on their ECOALF Foundation projects about Upcycling the Oceans. They also reorganized and rewrote the FAQ section after listening to the target audiences’ opinions. ECOALF frequently converses with its community at events and on social media. Participating in the events or purchasing the products are crucial final touchpoints of the user journey.
METRICS
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REFERENCE ecoalf. 2020. ecoalf. [ONLINE] Available at: <a href="https://ecoalf.com/en/">https://ecoalf.com/en/</a>. [Accessed 14 May 2020]. erretres. 2020. ecoalf. [ONLINE] Available at: https://www.erretres.com/portfolio/ecoalf/. [Accessed 14 May 2020]. slideshare.net. 2020. Digital Marketing Strategy for Ecoalf. [ONLINE] Available at: https://www.slideshare.net/BusolaAkinOlawore/digitalmarketing-strategy-ecoalf. [Accessed 14 May 2020]. thalasmus. 2020. Ecoalf. [ONLINE] Available at: <a href="https://www.thalamus.co/buyers/ecoalf">https://www.thalamus.co/ buyers/ecoalf</a>. [Accessed 14 May 2020].
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BRAND & SM PLAN Content, Audience, Platform
ABOUT The brand METAMORPHOSIS stands for transformation. A transformation of commonly considered waste into something beautiful, luxurious, modern yet vintage. Its a step towards bringing conscious fashion, people, art and culture together. A place where we embrace flaws, make them more beautiful and spread our wings to change the world.
METAMORPHOSIS
MOOD BOARD
LOGO
TRANSFORMING LIVES!
This post is to make consumers aware about the insane amount of clothes which end up being in landfills or being incinerated every year. An enormous amount of waste is created, which leads to land, air and water pollution. METAMORPHOSIS regenerates yarns from all this waste and the plastic waste found in oceans. And then recreates it into something valuable, beautiful and useful.
This post is to make consumers aware about how much water is wasted in the process of making clothes. It takes 2,700 litres of water to make just one T-shirt! Metamorphosis want to do its bit to change this.
Along with being a sustainable brand, Metamorphosis gives importance to your indivisuality. Everything that you are , and everything you want to be in the coming future. Through this brand i want to convey to everyone that they can be whatever they stand for, they can like multiple things and and be their unique self. This mood board focuses on everything that inspired me minimalism, a modern yet vintage vibe, authenticity, a mix of boho and traditional, art and class, positivity and my love for nature. The brand is an amalgamation of conscious living , art, culture and class.
Find us on social media
INSTAGRAM https://www.instagram.com/idyllic.im pression/
PINTEREST https://in.pinterest.com/mehakgarg51 01998/metamorphosis/
WEEK 1
CONTENT CALENDAR
M
18
T
Instagram Live Interact with audience Q/A., anouncement of menswear line
19
Launch of clothing range on all social media platforms
W
20
T
Promotion through 3 posts on Instagram
21
F
Video A video to visualize the concept behind the brand and menswear clothing line
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Instagram story Q&A
WEEK 2 M
25
Instagram takeover by an influencer Promotion of products and entertaining the audience.
T
26
Instagram takeover by an influencer Promotion of products and entertaining the audience.
W
27
Contest for the audience
T
28
Promotion of the contest
F
29
Contest results
Vision The vision for METAMORPHOSIS is to able to connect whole humanity with the sustainable lifestyle and still being themselves. We think this can be made a huge success with digital media involved in the mission.