Petites
Annual Communication Plan Merve Edis BA Fashion Marketing & Communication, Level 6, 2019-2020 6FAMK005C Communication Techniques and Strategy 3 CWK1 Teacher/s: Cristina Lastra, Mauricio O’Brien Word count: 3230 (excluding tables and bibliography)
IND merve edis ied barcelona
The Brand
Luxury Trends
Rising Consumer Trends
Post Communication Strategies
Competitors
Strategy / Objectives
The Media Plan POES
The PR Plan
Brand Narrative
Storyboard
Production Plan
The Launch Event
The Charity Event
Calendar and Budgets
KPI’s and Conclusion
Bibliography
Annex
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The BRAND Harry Winston was founded by Harry Winston in 1932 in New York City (HarryWinston 2020). The founder has established the brand persona as something of an elite nature; being remembered as the “Jeweler to the Stars” and “King of Diamonds”. Mr. Winston was responsible for the acquisition of several of world’s most exclusive diamonds such as the Hope and Jonker diamonds. The brand currently operates flagship stores all around the world, with the main ones being New York. Paris, Geneva,Tokyo, Hong Kong Shanghai.
Kapfer’s Brand Prism (pre-strategy)
Kapfer’s Brand Prism (post-strategy)
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once seen only as a gift purchase is now treated differently, with 21st century consumers buying luxury items simply for their pleasures (McKinsey 2019).
As the market continues to grow; the consumer for the segment becomes clearer on what they want, and how they want to receive it. According to a survey done by the McKinsey Group, two thirds of luxury shoppers claim they participate in online research pre-purchase; mainly via social media. Another increasing trend is that the fine jewelry
Another market trend emerges to be “hybrid consumption” ; a term described by McKinsey (2019) as a behaviour of mixing different pricepoint items together in jewelry; McKinsey advices on exploring cheaper price point items by fine jewelry makers to ensure target diversity.
LUXURY TRENDS
The jewelry industry has grown rapidly and global sales are expected to grow at a 6% rate each year, reaching up to €250 billion in 2020 (McKinsey 2019).
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LOUIS VUITTON FINE JEWELRY
Figure 1: Graph, McKinsey Consulting 2020
Brands like Louis Vuitton enter fine jewelry market. With the increase in the sales of branded jewelry, fashion brands take advantage.
The rise in sales of branded jewelry has increased and is expected to increase even more in 2020.
LUXURY TRENDS II
Online fine jewelry sales are expected to grow up to 10% in 2020 thanks to the availability provided by brands such as Blue Nile and TIffany & Co.
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LUXURY TRENDS II
RISE OF DEMI-FINE AMONGST FINE JEWELERERS
Demi-fine segment that has been becoming increasingly profitable in the past couple years ultimately defines a positioning between a fine jewelry sold at high prices and jewelry made of other metals sold at slightly lower prices; usually between 250 to 1000$. (Berezhna 2017). The trend has risen in parallel to the rise of the Millennial and Gen Z consumer who both prefer to express individuality through style; creating a freedom to stack up jewelry pieces. Sarah Blair (2017), Senior Vice President at Barney’s explains “These designers reach a broad demographic and scope. They are a great introduction to fine jewelry for the younger clients who are just beginning to collect.”
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De Beers’ Diamond Insight Report (2014) indicates that millennials and Gen Z combined account for two-thirds of global fine jewelry sales. The new ‘phygical’ age is combining the best of both worlds when it comes to retail - ability to use the social media to provide advice and information about products while the comfort of the physical shops remain for in-person exploration (Hailes 2018). Over 60% of women in the Unites States alone search the internet for product information prior to purchasing diamonds to explore and compare between prices and designs, while the figure reaches 98% in Chinese shoppers. Millennials and Gen Z are humanitarian generations, according to Forbes (2017) Millennials have already surpressed the charitable donations done by baby boomers. Millennials and Gen Z prefer to pick brands they can share beliefs with, brands that are providing an emotional value pre and post-purchase rather than simply a product. 7/10 American Millennialls consider a company’s values before making a purchase; and that number is 52% in online sales. Millennials prefer to stand behind brands they can feel value towards.
McKinsey (2018) also stresses on demifine jewelry trend; and advises brands to step out of their comfort zones and take initiative towards more affordable collections; and introduce the younger target to the brand in such manner.
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RISING CONSUMER TRENDS 8
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P
Brilliantly In Love YOUT UBE
The brand promoted its #BrilliantlyInLove campaign on multichannel; including video screens for various stores including the legendary Harrods in London. The brand also developed a 1.11 minute video showcasing a couple’s journey on their special wedding day with a young couple, focusing the attention on the products throughout the video. (Mr H 2020).
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POST COMMUNICATION STRATEGIES
Harry Winston also stopped promoting its engagement rings on YouTube over a year ago; with a very low interaction rate. The Brand’s most-watched and interacted video remains to be the advertising for the BrilliantlyInLove commercial.
The brand has positioned itself since it has been founded as the Jeweller to the Stars; and living up to its name, the brand solely focuses its digital efforts to publish visuals of Stars wearing its products. The celebrities the brand choses to associate itself with all share parallels; elegant, over 30 females with successful career histories, meaning A-List celebrities. Some examples can be seen below.
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POST COMMUNICATION STRATEGIES
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Harry Winston has spent under $100 Million on print and digital advertising combined in 2019. The brand choses to invest in premium ads; at magazines such as GQ and Veranda (Media Radar 2020). The ads are always kept simple and product focused. Figure 2: Media Radar, GQ (Taiwan), 2020
Figure 3: Media Radar, Veranda, 2020
CONCLUSIONS The brand represents and vocalises the same tone on each of its digital/print media efforts. While the user bases of each media channel may defer; the brand seems limited and lacking to connect with younger target bases. The brand ultimately seems to lack the capability of getting the attention of today’s youth; limiting itself via big price tags hence a very niche and older target group; even though as the market research revealed Millennials and Gen Z makeup of 2/3s or diamond purchases globally (De Beers’ Diamond Insight Report 2019). Another growing trend amongst the two generations in question is to support brands that reflect their belief systems. Philanthropy has been a key point in brand image and communication in the past several decades and have proven successful; a given example to this is the case of Patagonia in 2017 (Brennell 2017). The brand utilised philanthropy as a strategy; it promised to donate 100% of its sale profits from that weekend to environmental non-profit agencies. The campaign resulted in a massive success; quadrupling the expected profits from 2 million to 10 million (Brennell 2017). While Harry Winston has been doing humanitarian work through its own charity foundation, Harry Winston Hope Foundation and programs such as Harry Winston Brilliant Futures Charitable Program; the brand fails to showcase its involvement in charitable work to the public; hence it does not take advantage of the emotional marketing used nowadays by many brands. Competitor brands promote their humanitarian actions on their respective social media channels while the public is unaware towards Harry Winston’s due to a lack in its communication.
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Digital Presence & Impact
COMPETITORS
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TIFFANY&CO
While the Instagram account of the brand holds a light tone of voice; cartoonish advertisements, environmental statements, as well as products and celebrity figures. The brand promotes its Demi-fine jewels on its instagram page; as well as the customers..
Amongst its highest engagement rate and follower count on Instagram, the brand is also intuitive and responsive to direct tweets on Twitter.
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Tiffany and Co has put a 14 meter Christmas tree in a train station in London in. 2018; driving people’s attention from the rush of the day to the signature Tiffany blue corner. The tree was made in a way to spray the Tiffany & Co perfume; while the brand also established a pop-up right under the massive structure for last minute gift ideas; promoting the perfume while establishing its place in the holiday season in people’s minds (Benjamin 2018).
One of the earliest initiatives and innovation of Tiffany & Co has been to establish the Engagement Ring Finder in 2015. The app functions to help girls pick rings by virtually trying on the ring to see how it looks on their hands. The app created a digital circulation, and created a word-of-mouth effect between users and non-users. This helped establish Tiffany’s digital stronghold.
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CARTIER
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Cartier Twitter account is helpful and more active than its competitors; providing followers with advice regarding finding the closest stores in different languages to inviting them to solve problems via direct-messaging ability of the platform.
J UST E U N CL E U In 2017, in order to promote its new product Juste un Clou, Cartier created an advertisement that was fueled by emotion and action, with the bracelet being left on the background only to be shown occasionally, Opting for a more lifestyle-centric message helped the viewers see the brand as something action packed and exciting; creating emotion towards the brand.
CONCLUSIONS
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Both competitors have been chosen in accordance to the expertise and heritage of their respective areas, Cartier and Tiffany&Co are both companies thriving through their legacy while initiating younger buyers into their brands. Through the digital presence chart it can be observed that Harry Winston lacks e-commerce while both Cartier and Tiffany make it available for users. Another trend is the tone of voice Harry Winston uses throughout its communication campaigns which stands to be almost too much like a ‘brand’ hence not creating any emotional attachment by its target. Another interesting trend is both Cartier and Tiffany initiate demi-fine collections although in Cartier’s case rather limited; both manage to initiate simple pieces into the everyday lives of the new fine jewelry buyer. While the competitors are increasingly including young people into their heritage and refresing the brand image; Harry Winston stands to fall behind. While Harry Winston carries a significant legacy behind it, the younger consumers who newly enter the market are distracted by the youth-focused campaigns and demi-fine collections offered by other brands as a way of ‘entering’ the brand; before securing them as loyal customers. The brand fails to create a community amongst its consumers; as well as failing to attract two generations dominating the diamond purchases globally.
Another growing trend amongst the two generations in question is to support brands that reflect their belief systems. Philanthropy has been a key point in brand image and communication in the past several decades and have proven successful; a given example to this is the case of Patagonia in 2017 (Brennell 2017). The brand utilised philanthropy as a strategy; it promised to donate 100% of its sale profits from that weekend to environmental non-profit agencies. The campaign resulted in a massive success; quadrupling the expected profits from 2 million to 10 million (Brennell 2017). While Harry Winston has been doing humanitarian work through its own charity foundation, Harry Winston Hope Foundation and programs such as Harry Winston Brilliant Futures Charitable Program; the brand fails to showcase its involvement in charitable work to the public; hence it does not take advantage of the emotional marketing used nowadays by many brands.
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PETITES BY
HARRY WINSTON 18
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THE STRATEGY Harry Winston will tap into product development. While the brand has only focused on fine-jewelry to this day; the new aim is to refresh the brand image with creating a ‘gateway’ collection for younger targets. This will compose of 2 new capsule collections under a new segment ‘Petites’ which is the new permanent Demi-fine segment of Harry Winston. The new collection will also be a collaboration with 3 different Millennial and Gen Z celebrities to benefit from their following groups and fans; while refreshing the “Harry Winston Girl” image. The brand will also collaborate with net-a-porter for the selling of the new product on the platform under net-a-porter’s “Demi-fine Jewelry” segment. 50% of all profits earned through the new product category will be donated to the IRP - International Foundation for Research in Paraplegia, which is an
organisation supported by Harry Winston Hope Foundation, looking to research and understand the illness paraplegia.
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OBJECTIVES Launch a new segment ‘Petites’ Launch 3 capsule collections Increase awareness towards the causes Harry Winston supports Reach younger audiences dominating the purchasing in fine-jewelry Refresh the brand image in consumer’s eyes Generate more traffic to Harry Winston website and physical stores Generate higher engagement rate on Instagram Increase followers count on Instagram Increase market share Increase sales volume Adjustbrand’s tone of voice to more friendly
KEY MESSAGES
Harry Winston is refreshing its brand image while keeping its heritage beliefs of quality, rarity and design. Harry Winston is coming to e-commerce. Harry Winston is a stylish brand amongst the youth.
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THE MEDIA PLAN The media plan will explain which channels (online and offline) will be used in order to promote Harry Winston’s new Petites segment and capsule collections.
OBJECTIVES Increase awareness towards Harry Winston amongst youth Increase awareness towards philanthropic work done by Harry Winston Launch the capsule collection in home state on media (US) Create earned media on social media platforms of the brand; hence increase social media presence and engagements
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MEDIA:PRINT
VOGUE US: actions
Press release about the new segment and capsule collections Special photoshoot of collection one capsule collection with Zendaya (Brand Ambassador for the collection and co-designer). Interview with Zendaya about the causes supported Announcement of social media competition to attend the launch events
VANITY FAIR: actions
Press release about the new segment and capsule collections Cover Page Elle Fanning wearing the collection
Special photoshoot of collection one capsule collection with Elle Fanning (Brand Ambassador for the collection and co-designer). Interview with Elle Fanning about the causes supported Announcement of social media competition to attend the launch events
HARPER’s BAZAAR: actions Press release about the new segment and capsule collections Cover Page Elle Fanning wearing the collection Special photoshoot of collection one capsule collection with Zendaya (Brand Ambassador for the collection and co-designer). Interview with Elle Fanning about the causes supported Announcement of social media competition to attend the launch events
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VOGUE US: actions Homepage advertisement of photoshoots done with the 3 ambassadors and extra images from behind-the-scenes Press Release of the new segment Campaign advertisement with the 3 ambassadors Behind-the-scenes footage of the girls in studio working with Harry Winston team to design
MEDIA:ONLINE
Net-A-Porter: actions Press Release of the new segment Press Release about Harry Winston collection coming to Net-aPorter Campaign advertisement with the ambassadors Information about the causes supported Interview about the Harry Winston Hope Foundation
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MEDIA:SOCIAL MEDIA Main social media channels utilised will be Instagram, Twitter and YouTube. Unlike the brand has been operating previously, each social media channel will be used for different purposes. The tone of voice will be more friendly, and engagement with users will be enhanced. Instagram will be the main platform to promote the new collections. One of the brand ambassadors will occasionally take-over the Harry Winston account stories to promote and explain the collection as well as the humanitarian efforts; all the while associating the brand name with a younger, fresh persona. Twitter is a great channel to keep in touch with our target group, and also to host the competition to attend the official launch event for 3 winners (retweeting;word of mouth) YouTube platform will be used to publish main advertisement videos, behind-thescenes footage, live Q&A with the Harry Winston channel via the brand ambassadors.
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THE PR PLAN The PR plan is aimed to accomplish below aspects.
OBJECTIVES Associate the brand image with a younger face; and a fresh image Increase awareness about the brand and its mission through chosen celebrities Take advantage of the following groups of the chosen celebrities/ influencers to gain further recognition Take advantage of the social media strongholds’ of the chosen people to strengthen its own social media presence
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Elle Fanning / Testimonial Elle Fanning is a 21 year old American actress recently starring in Disney films and earning positive recognition and building a fanbase of her own. Elle is elegant and well-spoken, and she is very involved in different charities for children with disabilities. Her style is almost always chic yet simplistic elegance, fitting the Harry Winston brand persona perfectly; while her youth is a refreshing touch. Elle will be the perfect brand testimonial with her elegant image for Harry Winston.
Zendaya shares the same elegance and class as Harry Winston with the way she moves, and her personal beliefs towards humanitarian acts are consistent with those of Harry Winston. She is also a successful role model to young girls, as well as supporting many foundations and charities such as UNICEF, PETA and Convoy of Hope. Zendaya is perfectly aligned with the brand image the campaign is striving to accomplish.
Zendaya / brand ambassadors
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Negin Mirsalehi / Influencer
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Negin Mirsaheli will be the main influencer used for the promotion purposes of these collections. Negin is an Iran-born worldwide-Instagram influencer with 5.7 Million followers; Negin always represents style and minimalism. Negin is also famous for her jewelry taste and considered an opinion leader in the Instagram community.
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Harry Winston will track its success on its product development and media stages, both prior and after campaign launches to reach to a clear conclusion and be able to track differences. Harry Winston will measure its mentions on each quarter of the year. The brand will also use google analytics to analyse the traffic to its website to determine if the campaigns have affected the traffic. The brand will also track its social media engagement in the event of the new collection and media efforts to analyse the reach and the effect of it.
measuring success
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Brand Narrative
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Brand narrative strongly relies on the legacy of its founder Harry Winston; and the golden days of the brand’s shine in the 1930/40s. The brand fails to communicate a clear message on most of its communication efforts due to simplification confused over minimalism.
Key Words Glamour / Hyper elite / Legacy /
Heritage
Phrase: Timeless Elegance
“Jeweller to the Stars” “Unique stones” “Rare” “Statement Pieces”
Tone of Voice : Direct, distant
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Brand heritage remains as a main value, but it will be communicated as ‘expertise’ gained over the years, and expertise = quality. The brand’s Petite product section will be highlighted as ‘the same, but smaller’; and the storytelling throughout the campaigns will reflect more liveliness and youth than the previous campaigns analysed prior.
Brand Narrative Petites
Enhancing brand values through the new collection and the media channels selected.
Key Words Glamour
/
Minimal
/
Quality
/
Heritage
/
Elite
Phrase: Timeless Elegance
“Jeweller to the Stars” “Unique stones”
“Rare” “Statement Pieces”
Tone of Voice :: Friendlier, minimalistic, clear
Communication Messages
Harry Winston is a modern brand with an extensive heritage and expertise collected over the years. Harry Winston is a humanitarian and philanthropic brand. Harry Winston has high values and a strict belief system cohering with its roots.
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Storyboard
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An advertisement will be shot to announce the collection. The advertisement will follow the key moments of a young girl from the moment she purchases the new Petites collection, while the jewelry will be the second focus, the advertisement will carry emotional value. A soft piano solo will play on the background. The commercial will be 20 seconds. Screencaps can be observed below. Model used will be Elle Fanning.
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petites
The last screencap will show the above design; and an audio of Elle Fanning saying “Petites by Harry Winston. Witnessing joy since 1932.�
Objectives Create a young image for the brand Promote the new collection Introduce Elle Fanning as testimonial and brand ambassador Create emotional, soothing energy Draw attention to the Harry Winston Hope Foundation
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Production Plan Table VM Groupe will be hired to oversee the creative needs of the productions. The services required will be “Storytelling, Art Direction, Advertising, Digital Advertising, Content Creation, PR Events.” VM Groupe specialises on fine jewellery advertising; and remains to manage many portfolios from luxury brands. Production will begin at the end of February. Production will take place in New York, starting from the iconic flagship store. Production will take 1 month to complete fully to be published.
Below variations will be produced. -
Short videos of the jewellery with Elle Fanning and Zendaya
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Still visuals of the jewelry
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1 19-second long commercial
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Stills taken during the commercial for promotion purposes
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Other stills taken to be shared with media agencies
TAGLINE : Witnessing Joy since 1932”
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THE LAUNCH EVENT
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EVENT TABLE
Event Objectives Gain recognition online using earned media
Grow social media channel followers Put the brand on the spotlight Launch the new collection Associate the brand with the brand with celebrities’ youth and freshness Expand and refresh previous PR markets with new targets
Event Highlights
The invitees will be welcomed initially at the Harry Winston flagship store across to
launch the event virtually at the same time as the e-commerce launch via a livestreaming. After the initial launch, the invitees will be hosted to the main location. Elle Fanning, Zendaya and Negin Mirsalehi will be the main faces representing Harry Winston. The trio will be accessorised with the new collection. The event will celebrate a new era for Harry Winston. The charity event and the cause will be informed to the guests through a small booklet (see Annex). The event will include interviews with Elle Fanning, Zendaya and Negin for respective publications. The event will include 2 tiaras from the iconic Harry Winston vaults for guests to be able to try on and encourage social media sharing via the hashtag #JoySince1932.
Invitees Vogue, Harper’s Bazaar, Vanity Fair, Net-a-Porter publication invitees, 3 guests selected via the twitter competition previously, Elle Fanning, Zendaya, Negin Mirsalehi, previous loyal customers fitting the new collection’s target profile, other notable social media personas (women 21-30), other celebrities fitting the profile such as Nina Dobrev, Emma Roberts etc.
Event Launch event will be held at The Peninsula Hotel New York; as it is strategically positioned right across the main flagship store of Harry Winston. The Sun Terrace will be the location for the main event. Catering and services will be provided through the Hotel. The event will include ordoeuvres instead of full meals, and champagne and other wines. Decoration will be handled by VM GROUPE.
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Event Moodboard
Event Mock-ups & Creative Development
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THE CHARITY EVENT
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EVENT TABLE
Event Objectives
Raise awareness towards humanitarian actions of Harry Winston Further introduce upcoming collections Raise money towards a good cause Produce further media production material (images from event) Keep the brand relevant throughout the year Further implement previous brand changes
Event Highlights Elle Fanning will be the host. Charity event will be held in December to mark the sales of the launched collection; where Elle Fanning representing Harry Winston will formally donate the promised half of the profits. The event will raise money towards the cause, IRP - International Foundation for Research in Paraplegia. The Event will be recorded by the VM Groupe for further marketing and communication efforts. The event will include some of the most famous diamonds in the Harry Winston’ collection displayed, such as the Hope Diamond.
Invitees Vogue, Harper’s Bazaar, Vanity Fair, Net-a-Porter publication invitees, Elle Fanning, Zendaya, Negin Mirsalehi, previous loyal customers fitting the new collection’s target profile, other notable social media personas (women 21-40), other celebrities fitting the profile such as Nina Dobrev, Emma Roberts and society elites.
Event The charity event will be held at the Grand Ballroom of the Plaza Hotel in New York. Catering and services will be provided through the Hotel. Decoration will be handled by VM GROUPE.
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Event Moodboard
Event Mock-ups & Creative Development
Calender and Budgets
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KPI’S
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Advertising, the new collection, and the strategic rearrangement of the social media channels and tools used in this report can only be rated successful or unsuccessful through evaluation tools. Social media metrics will be based on likes, engagement, follower growth, profile traffic, interactions. Other metrics tracked are going to be ; referrals from social media channels, conversions, events. Google Analytics will also be used to track geolocation data as well as website traffics and YouTube page traffics via ads. The use of the hashtags created will also be tracked and measured quarterly. Success indicators will be based on the above information and will be used to track the
CONCLUSION
success of the new strategies.
When the annual campaign concludes and the next demi-fine collections are introduced; the future of the brand will be more open to youth, with a bigger target base. Based on the successful and unsuccessful areas tracked with KPI’s, the brand will adjust itself on the long-term goals on whichever has proven successful while modernising every year. The main objective of Harry Winston throughout the campaign has been to appeal to a younger target base dominating the market and prove them an initial door to the brand.
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Media Radar. (2020). Harry Winston Advertiser Profile. Available: https://advertisers.mediaradar. com/harry-winston-advertising-profile#Creative. Last accessed 11th Jan 2020. Meers C. (2017). Harry Winston Unveils Revamped Flagship in Beverly Hills. Available: https:// robbreport.com/style/jewelry/diamonds-harry-winston-unveils-new-flagship-beverly-hills-2766027/. Last accessed 21st Jan 2020. MRH London. (2020). Luxury Brand Marketing | Harry Winston.Available: http://www.mrh.london/ clients/harry-winston/brilliantlyinlove-harry-winston. Last accessed 21st Jan 2020. Peninsula Hotel. (2020). Peninsula Hotel. Available: https://www.peninsula.com/en/default. Last accessed 24th Jan 2020. Plaza Hotel New York. (2020). Plaza Hotel New York. Available: https://www.fairmont.com/the-plaza-new-york/. Last accessed 21st Jan 2020. Statista. (2019). Luxury Goods Report 2019 – Luxury Watches & Jewelry. Available: https://www. statista.com/study/56843/luxury-report---luxury-watches-and-jewelry/. Last accessed 21st Jan 2020. Statista. (2020). Market value of luxury and premium watches and jewelry worldwide from 2018 to 2022. Available: https://www.statista.com/statistics/1077912/market-value-of-luxury-premium-watches-and-jewelry-worldwide/. Last accessed 28th Jan 2020. The Loupe. (2016). BEGINNING OF A BRAND: HARRY WINSTON.Available: https://www.truefacet. com/guide/beginning-brand-harry-winston/. Last accessed 21st Jan 2020. Vanity Fair Media Kit. (2020). Vanity Fair Media Kit. Available: https://cnda.condenast.co.uk/static/ mediapack/vf_media_pack_latest.pdf. Last accessed 3rd Jan 2020. Vogue Media Kit. (2020). Vogue Media Kit. Available: https://www.dropbox.com/sh/dxpsnb9a12ndor1/AAAvRnk6fiKRhg40QyAfbnWMa/Vogue2020MediaKit.pdf?dl=0. Last accessed 27th Jan 2020.
Annex
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