21 Buttons Communication by Nuria Pons

21 buttons. When technology meets fashion and art. Blondey Mccoy. Communication project report.

Nuria Pons Rossello.

Digital Fashion Communication and Marketing

BA (Hons) Fashion Marketing and Communication. Level 5, 2017-2018.

5FAMK001C CWK2 Cristina Lastra J.A Guerrero Joan Alvares Javier Ortiz-Olave Word count: 3000

1 INTRODUCTION

2 COPY STRATEGY

3 COMMUNICATION MIX

Executive summary

ADVERTISING Strategy brief

Big idea

Storytelling

Objectives

Videostory board Paid media planning Online Offline Digital Marketing Objectives Lead management Direct marketing Online PR Sales oriented Social network content Editorial calendar Planning and organazing framework

PR & EVENTS ONLINE Capsule collection with Mccoy Press Release OFFLINE Multibrand store collaboration Release Party

5 BUDGETING

TABLE OF CONTENTS

INTRODUCTION 21 Buttons

EXECUTIVE SUMMARY 21 Buttons was founded in 2016 in Spain by Jaime Farrés and Marc Soler. It is a platform that allows users to share outfits, earn money, discover new trends, combine and purchase garments directly from the application. Available for iOS and Android. Only in Spain, Uk and Italy.

THE BIG IDEA New shifts in purchases habits and a new luxury consumer has appeared. This new mind-set is driven by the millennial consumer. Millennials are predicted to have the greatest spending power of any generation by 2018 (James, 2015). The segment that this communication campaign will be focus is the ‘Hypebeast’. A word that comes from the slang language, often used to mock this group of people who are obsessed with the hyped fashion pieces and brands. They are willing to pay ridiculous amount of money for limited collections or pre-owned pieces due to their exclusivity. The drivers of this consumer segments are belonging to a social community and following the latest trends. It is needed to mention the recent shift of luxury fashion brands into the street wear culture. Releasing collaborations with mid-market streetwear brands and designers and turning their collections more appealing to this target. Lyst declared the hottest and most influential brands of 2017, which the majority are performing in the Street Wear market such as Balenciaga, Off-White or Vetements. This business concept is to implement this target segment into the 21 Buttons platform

INTRODUCTION

OBJECTIVES

of the campaign

NAME OF THE CAMPAIGN

Mccoy for 21 Buttons

SLOGAN

Join the hype

HASHTAG

#mccoyx21buttons

GOALS

WHAT WE WANT TO DO

TO ACHIEVE WHAT

STRATEGIES

-Improve the customer ser- -Launching a feature in the vice app for consumers to interact with each other -Establish a community of loy-Improve brand awareness al people -Interaction on the app itself, -Improve brand image and but also on social media -Customer service reputation -Engaging with PR events -Need of belonging somewhere = more downloads -Collaborations with designers and artists -Receive real opinions about products -Contests -Connect costumers

SOCIAL NTERACTION/ BUILD A COMMUNITY

-Promote the app

BRAND AWARENESS/ RE-BRANDING

-Improve reputation

-Improved PR strategies

-Increase awareness interna- -Perceived the app as a trendy -Improved social media strattionally platform egies -Increase male users

-Increase search engine rankings

-Improved massage

-Establishment as a the lead-Clear understanding of what er fashion platform -Increase downloads internathe target is seeking tionally -Engage communities INCREASE: -Credibility -Value -Desire

EXCLUSIVITY

-Create a big yet â&#x20AC;&#x2DC;exclusiveâ&#x20AC;&#x2122; -Improved brand image and -Point reward/ Customer loycommunity reputation alty card to obtain disccount and release codes -Sense of mystery -Increase downloads -Create a sense of belonging

-Increase sales in the app

-Create a need and desire for the app

-Increase social media reach

-Exclusive PR activities, such as parties.

INTRODUCTION

COPY STRATEGY

2018

CONSUMER BENEFIT - earn money -belonging to a community -style inspiration -diccounts and rewards

REASON WHY -increase male users in the app -obtain international brand awareness and downlaods -set the app as the referent fashion platforms

SUPPORT AND EVIDENCE -quality and up to date content -trustworthy -new features and trends in the app -different kind of influencers than usual, in terms of style

TONE OF VOICE -friendly and modern vocabulary -close to users

TARGET -males in between the ages of 13 to 30

COMMUNICATION MIX COMMUNICATION MIX COMMUNICATION MIX COMMUNICATION MIX COMMUNICATION MIX COMMUNICATION MIX 10

COMMUNICATION MIX

ADVERTISING

STRATEGY BRIEF Communication Mix/ Advertising

1.SERVIICE -Share outfits and earn money when other users buy an item that you tagged through the app.

-Combine and save items into closets which allows the user to get style inspiration and and new ideas. -Interactions between the users to create an engaged and strong community. -Point reward system which will provide the users with access to limited edition clothing and disccounts con selected brands. -Availability worldwide.

2.KEY ISSUE 21 Buttons has a very feminine image to the general public which makes it difficult to reach the male segment and it is only available in Spain, United Kingdom and Italy.

3.MAIN OBJECTIVES -Increase the presence of male users and internationalise the app. -Re-branding and increase of the brand awareness. -Create a community with social interaction. -Exclusivity.

4.THE PROMISE Social interaction Rewards Earning money Growing your personal following platform

5.The Support -Social media as the main promotional tool. -Influencers. -Traditional media (billboards, magazines, banners)

6.The competition -The Hunt -Like to know it -Where to get it -ASAP54

7.TARGET CONSUMER -Males in between the ages of 13 to 30. -Students, with a part time job or recently emancipated.

8.DESIRED BEHAVIOUR -Consumer to give hype to the app. -Promotion through word of mouth.

9.TARGET NET IMPRESSION ‘It is useful and has a lot of features to help get behind and the latest trends and get inspired with new ideas. They have the coolest people and you can buy their clothes directly and even get disccounts and rewards. Plus, you have the possibility to earn money if you share your outfits’

10.MANDATORIES Online and offline advertising. Digital marketing strategies Offline and Online PR.

11.TONE AND MANNER Relaxed and cool tone close to consumers and contemporary vocabulary.

Communication Mix/ Advertising

STORYTELLING of 21 Buttons

21 Buttons was founded two years ago and has already established a strong position within the social media market with loyal users. As consumer’s standards keeps on increasing 21 Buttons continues to adapt to it and building a strong brand strategy. Some of our major principles are to keep up with the trends and consumer’s needs. The tone of voice is young and cool. We understand how big influence “influencers” have in today’s society and by this we can understand their tone of voice also is innovative and trend-following. Nowadays, we want to show our social status through our clothes, and 21 Buttons is adapting after that. 21 Buttons was the first company within the social media market offering an easy way how to find what other people are wearing in a quick and efficient way. We saw an opportunity in the consumer’s behavior, that they were becoming more interested in getting inspired in how to dress. As a result 21 Buttons captured something we all want to feel, we want to feel apart of something and that we belong somewhere. What makes 21 Buttons special is that what we manage to do with our customers is that we makee them feel apart of a community, to be “A buttoner” and share their style with other “buttoners” within the 21 Buttons community.

VIDEO STORYBOARD

Communication Mix/ Advertising

STORY: Blondey Mccoy skates through London town using the 21 buttons app in order to construct his outfit for his appearance in the newest Supreme drop. With every button he pushes throughout the video, a new item of clothing is added to his body. His face is disguised by the button logo, only revealed in the last two scenes. FRAME 1: On a Thursday morning, Blondey Mccoy leaves his home in South London with nothing but his Supreme underwear and socks, and begins skating. (At this point, his face is covered with the 21 buttons app logo that means he is currently active on the app and follows his every move) FRAME 2: Blondey skates through the South Bank skate park near his hometown and upon finishing a maneuver pushes a button in the wall and pops up his Vetements jeans on him instantly. FRAME 3: Now inside the London underground as he scans his oyster card, he pushes a button and a watch hat is fixed in his head. FRAME 4: Still inside the tube, Blondey comes close to the camera and only his smile is unveiled (gold tooth in the front middle) FRAME 5: Shot of the Big Ben and the London eye. FRAME 6: Delivery package with another a giant button instead of a received sign form and Blondey pushes it. (Allusion to the huge resell consumerism hypebeasts engage in) FRAME 7: Pano-shot of DHL truck and London Eye behind, and Blondey skating with his almost complete outfit, minus his shoes. FRAME 8: Moving on to the DOVER STREET MARKET and a Balenciaga triple S Shoe in a screen window display and switch button in the wall which Blondey pushes to get the shoes. FRAME 9: Detail of shoes and pants while skating on the concrete floor. FRAME 10: Blondey arrives to the Supreme drop with his super cool outfit and uses his app to post his outfit. (face is revealed for the first time) FRAME 11: Last scene, all the trend seekers at the event get the app to tap and appear wearing Blondey´s outfit. (Company name appears on screen, with campaign hashtags below) Song used: “El bandido” Nicolas Jaar

Communication Mix/ Advertising (OFFLINE)

PAID MEDIA PLANNING Starting with the paid advertising activities that are divided in offline and online.

OFFLINE Starting with the paid advertising activities that are divided in offline and online. For the offline advertising, the predominant method will be traditional media. Independent publications for advertising placement will be used. I-D Magazine will be our only objective since this magazine is the most common within our target segment and covers very general topics such as music, film, art and fashion. This will be our only publication since our target market does not usually read physical publications. The advertising will include information about the new capsule collection followed by its point of sales and finally, the release party.

PUBLICATION

TARGET READERS

SOCIAL REACH

I-D Magazine

18-34

1.44 Million

Continuing with the billboards that will be placed in different spots of the following cities: London, Berlin and Barcelona. The billboards will be displayed in metrostops and interiors. London - Underground stations Leicester Square Berlin - Underground stations Alexanderplatz Barcelona - Undergroud stations Passeig de GrĂ cia

Finally, flyers will be given away during the last two weeks in the main shopping areas of the London. For the online advertising the image on the right will be used. The message behand this display is giving awareness of the capsule collection and followed with the location of the physical store it will be launched. Finally, mentioning the release party to create a sort of mystery, therefore people will be wondering about it and will search information about 21 Buttons.

Communication Mix/ Advertising (ONLINE)

ONLINE BANNERS A banner ad, is an advertisement displayed into a web. For the promotion of the campaign statics banners are gonna be used in different fashion platforms and social networks as youtube. Those platforms are viewd regularly by the target. Those are banners will increase the brand awareness, more sign ups and finally, retargeting of the audience. The banners will horizontal and the size will be 468x60. (an example displayed below). Banners placement:

CAPSULE COLLECTION 127 brick lane london

MCCOY

Instragram Youtube Facebook Twitter Highsnobiety.com Hypebeast.com Farfetch.com Doverstreetmarket.com

Bu tt x ons

CAPSULE COLLECTION 127 brick lane london

Bu tt x ons

MCCOY

CAPSULE COLLECTION 127 brick lane london

MCCOY 21

Communication Mix/ Advertising (ONLINE)

SPONSORED INFLUENCERS

MAGNUS RONNING 110k

BIEL JUSTE 197K

GULLYGUYLEO 508K

MARC FORNE 382K

ICY MUKOF 67,3K

ARI PETROU 218K

BLONDEY MCCOY 162K

LUKA SABBAT 720K

IANCONNORS REVENGE 985K

x 21 Buttons DIGITAL MARKETING

Communication Mix/ Digital Marketing

MARKETING OBJECTIVES Equal same sex number of users Brand engagement Raise brand reputation Increase Revenue More international downloads

LEAD MANAGEMENT STRATEGIES

The lead management strategies that will be used are SEO, Content Marketing and CEM.

SEO

CONTENT MARKETING

To enlarge the data base system we will use, SEO (Search Engine Optimization), is used to optimize a web page to improve the results of the searches through key words. The keywords should be relevant to 21 buttonâ&#x20AC;&#x2122;s content to attract the right customers.

Consists on creating valuable content and sharing it with your audience in order to increase the number of it. It is very important to know what our customers consider â&#x20AC;&#x2DC;valuable content. This content could be podcasts, videos and such.

Some examples of keywords adequate to the campaign: Fashion app Re-sale Limited edition Supreme Mccoy

CEM Cutomer experience management is how the intereaction between customers are tracked. Is is used to improve the interactions between users to increase customer loyalty. It is about having full data information of customers.

Communication Mix/ Digital Marketing

DIRECT MARKETING STRATEGIES NEWSLETTERS TYPE OF CONTENT

KPIâ&#x20AC;&#x2122;S

News about events and new collections Promotions New trends Most bought and popular pieces of the month About the new campaign

Visits to the website Avarage time on page

21 BUTTONS NEWSLETTER of the week

DEAR, USER NAME We are launching a new capsule collection in collaboration with Blondey Mccoy, british artist. You will be able to purchase the collaction in the 21 buttons up and 127 Brick Lane store in London. EXCLUSIVE RELEASE PARTY1 June You can be one of the few people to assist if you post a picture on Instagram of your outfit with the hashtag #mmcoyx21buttons. The winners will be chosen randomly and will be announced a week before the party.

CAPSULE COLLECTION 127 brick lane london

MCCOY

on s

BANNERS

Personalized actions (banners) For the personalized actions, banners ads will be used which have tracking and responsive settings that allow to evaluate the consumerâ&#x20AC;&#x2122;s behaviour with the ad and no size modification in different types of screens. The banners will be static and will be placed in different websites and blogs mentioned already in the advertising part.

Communication Mix/ Digital Marketing

ONLINE PR STRATEGIES WHICH INFLUENCERS? / GUEST RELEASE PARTY The online PR will be very important in the campaign. Therefore, influencers will play a huge role because they will be the ones promoting. Previously the sponsored influencers have been presented. Blondey Mccoy Luka Sabbat Biel Juste Marc Forne Magnus Ronning Icy Mukof Ari Petrou Gullguyleo Iamconnorsrevenge Although, another series of influencers (not paid) who have a similar style will be invited to the party with just one request, to cover on their platform pictures as a main post, livestreaming some moments of the party and posting short videos on their Instagram stories. The main focus will be Instagram. Those are: Leo Mandela (527k) Joel Kurasinki (18,7k) Sonny Hall (43,8k) Iris Law (105k) Raff Law (39,8k) Jerculess(3,5k) Cameron Dallas (20,7m) Giancarlopurch (306k) Daniel Pacitti (42,k) Tresrare (Julien Goulard) (106k) Monica Anoz (139K) Maria Bernad (206k) Helena Cuesta (8k) Sofia Dirado (21,7k) Valeria Semushina (25,2k) Fengfan_x (304k) Trendywubi (37,8k) Paryswesson (3,9k) Avanope (202k) Hugo Lesourd (13,7k) David Cori (7k) Monica Armario (9,9k) Soberyyungwalter (19,1k) Rory John (9,5k) Harry Styles (27m) Sashadidntwakeup (241k) Blanca Miro (159k) Sabreena Diamond (46,4K) Cea.ras (44,4k)

TYPE OF PUBLICATIONS

Instagram is considered the right tool for our online public relations activities because it is the most frequented by our target segment and the economical cost is very low. The influencers mentioned before are the ones who will be invited to the release party that will be detailed further in the document. During the party there will be a photo booth, so the influencers will want to take pictures and post them on their social platforms with the hashtags of the campaign: #jointhehype / #mccoyx21buttons. However, they will be allowed to post any picture that they desire.

LIVE BRODCAST OF THE RELEASE PARTY

COVERAGE OF THE COLLECTION ON SOCIAL PLATFORMS

We want the event to feel exclusive since the guest list is very selective, yet very open on social media. In that sense, we want to provide full coverage of what is happening. Therefore, the 21 Buttons Facebook and Instagam will be doing live videos of the most important moments of the night and influencers will be asked to do the same, at least once. If they do not want to broadcast, they will need to post a more content on their Instagram stories, since it is the most instant way to give coverage.

For the collection promotion, sponsored content will be published with our sponsored influencers already mentioned. Although, for customers and other influencers we will like them to post a picture wearing a piece of the collection or the tote bag with the hashtags of the campaign, and they will receive a shout out/re-post/favourite/like/re-tweet from the official â&#x20AC;&#x2DC;21 Buttonsâ&#x20AC;&#x2122; Twitter, Instagram or Facebook account.

Communication Mix/ Digital Marketing

SALES ORIENTED STRATEGIES Customers will have the possibiity to adquire a 21 Buttons Loyalty Card. The Loyalty card system lets the users accumulate points with each purchase in order to obtain discounts on selected brands or pre-sale codes for the limited edition collection. For 50 euros spent the user will obtain 25 points. When reached 150 points the user will be able to choose the reward.

21 Buttons Loyalty Card Accumulate points USER NUMBER: 47893798737084

Communication Mix/ Digital Marketing

SOCIAL NETWORK CONTENT Social media is our main promotion tool since is where our target segment frequent. Millenials are obsesseded with social networks and it reflects on their purchase decisions. It is their daily source of news, inspiration, opinion, even social validations. Through social media, customers feel closer

Communication Mix/ Digital Marketing

INSTAGRAM TYPE OF PUBLICATIONS

PAID MEDIA

PEAKS

KPI’S

Short peak of the campaign video on the release day Campaign posters with hashtag Posters of the party Announcements of new updates, launches or events Fashion news updates New drops dates Inspirational post about doing what you love Congratulations messages for celebrities’ birthdats Pictures of events Videos taken live from the events Re-post of sponsored influencers Pictures of influencers wearing the collection Live brodcast on stories

Sponsored content with collaborations with the following influencers: Blondey Mccoy Luka Sabbat Biel Juste Marc Forne Magnus Ronning Icy Mukof Ari Petrou Gullguyleo Iamconnorsrevenge

1 or 2 posts per day. Avoiding weekend morning and after midnight. Avoid 8am and 12pm. Afternoon and weeknights are the best time. Sunday and Monday’s night as well. -Vivist -New followers -Number of comments -Number of likes -Direct messages received -Brand mentions -Brand tagged -Mentions of hashtags

Communication Mix/ Digital Marketing

TWITTER TYPE OF PUBLICATIONS

PAID MEDIA

Campaign video on the release day Campaign posters with hashtag Announcements of new updates, launches or events Fashion news updates New drops dates Re-tweets about mentions Reply to users questions or doubts Congratulations messages for celebrities’ birthdats Pictures of events Videos taken live from the events Re-post of sponsored influencers Pictures of influencers wearing the collection Re-tweets of memes to engage more with the young audience

Repost of the sponsored content by influencers

PEAKS

Five to ten tweets per day. Avoiding weekend morning and after midnight. Avoid 8am and 12pm. Afternoon and weeknights are the best time. Sunday and Monday’s night as well.

KPI’S

retweets favourites brand mentions number of followers

Video Campaign

YOUTUBE TYPE OF PUBLICATIONS

Full video Behing the scnes of the video Q&A with the sponsored influencers How to style videos Event summary video Videos featuring the collection and how to style it

PAID MEDIA

Banners previously showed

PEAKS

KPI’S

Only uploads Sunday’s and Monday’s nights in between 8pm and 10pm

Number of comments on the video Number of likes Number of dislikes Number of views a week after the video was posted Clicks through the banners New subscriptions

Communication Mix/ Digital Marketing

FACEBOOK TYPE OF PUBLICATIONS

PAID MEDIA PEAKS

KPIâ&#x20AC;&#x2122;S

Campaign promotion Full video of the campaign Interesting articles posted by other websites Pictures of our events Re-post of Instagram pictures Announcements New drops dates

Banners previously showed Repost of the sponsored content by influencers

1 or 2 posts per day. Avoiding weekend morning and after midnight. Avoid 8am and 12pm. Afternoon and weeknights are the best time. Sunday and Mondayâ&#x20AC;&#x2122;s night as well.

audience reach engagement click per post brand mentions number of publications per week number of mentions number of tagged number of likes

21 BUTTONS APP TYPE OF CONTENT

Loyalty card/Point Reward System E-commerce Chat for user’s interaction Updates and dates of new drops

KPI’S

New downloads Downloads per country Already singed up but re-downloaded the app Time duration in the app Feedback in the Apple Store or Google Play Sales made through the app Most sold brands

21 BUTTONS WEBSITE TYPE OF CONTENT

Information about the app Information about the loyalty card Link to download Link to all social media platforms used by 21 Buttons

KPI’S

New downloads Downloads per country Already singed up but re-downloaded the app Time duration in the webpage Views per person Unique website metrics

Communication Mix/ Digital Marketing

SOCIAL NETWORKS EDITORIAL CALENDAR MAY 2018 For the editorial calendar only the most important publications will be specified, other detailed have already been mentioned before. The time will be U.K, since the PR activities are located in London, as well as the majority of our target and influencers.

Communication Mix/ Digital Marketing

PLANNING AND ORGANAZING FRAMEWORK

TRADITIONAL ADVERTISING

DIGITAL

EVENTS

Communication Mix/ PR & Events

THE PUBLIC RELATIONS ACTIVITIES WILL BE DIVIDED IN ONLINE AND OFFLINE: ONLINE -Capsule collection in collaboration with Blondey Mccoy -Press Release OFFLINE -Independent multi brand store collaboration -Release Party

Communication Mix/ PR & Events

CAPSULE COLLECTION

mmcoyx21buttons

Communication Mix/ PR & Events (ONLINE)

mmcoyx21buttons Each season we will be realising a 21 buttons collaboration with x designer/artist. In the first collaborations we will focus more with fashion but later on we will start with collaborations with graffiti artists, independent artists or musicians. The first collaboration will beMccoyx21Buttons. Blondey Mccoy is a 20 years old british skater who has made a living out of his art and social media content. He has collaborated with Streetwear brands like Palace and has modelled for Supreme. In addition, he has done an art collaboration with Burberry and recently, his own art exhibition in London The artist will be designing a series of limited edition garments that will only be sold in two points of sale, the app and a multi brand store located in London. The collection will include three models of t-shirts and a hat. The collection will not be immense due to budgeting reasons. Mccoy obtained inspiration from the simplicity of the 21 Buttons logo. The first 100 clients to buy the purchase any item of the clothing will be gifted with a platic totre by inspired by Helmut Lang. The promotion will be for both distribution channels, online and physical. (100 for the online and 100 for the physical)

moodboard of the collection

mock up of the gifted tote bag

STRUCTURE OF THE COLLECTION

mccoyx21buttons

Communication Mix/ PR & Events (OFFLINE)

127 BRICK LANE LONDON

POINTS OF SALE OF THE COLLECTION The two unique points of sale of the capsule collection will be the own 21 Buttons app and an english multibrand store located in London.

127 This independent multi brand store opened in 2005 in East London. They offer clothing, shoes and accessories from conceptual designers for men and women. The store is very small and, usually, an appointment is needed for a visit. The fact that the collection will be sold will be beneficial for the store to obtain more brand awareness and customer who will specifically visit the store to check out the collection. In addition, 21 Buttons collection will have a tangible aspect, if people want to try it or appreciate the quality of the clothing they will be able to do that. Finally, one of the main things that 21 Buttons is lacking off right now is credibility and trust. Therefore, a collaboration with a very good established designer store will help those factors. 127 Brick Ln, London E1 6SB, United Kingdom +44 20 7729 6320

Communication Mix/ PR & Events (ONLINE)

PRESS RELEASE

21 BUTTONS Barcelona

CAPSULE COLLECTION IN COLLABORATION WITH BLONDEY MCCOY When technology meets fashion and art June 1, London. 21 Buttons is a fashion platform that was created in Spain with new mission of internationalising the app and appeal to male demographics. The new re-branding is based in creating a community and supporting young talents. As a small company, they believe in the importance of supporting young and independent artists. Blondey Mccoy, a british skater, mainly known on social networks for his art creations and style. He has worked for Streetwear brands like Supreme and Palace, as well as modelling for them. Thanks to admiration towards his artistic skills he was the one chosen to design the capsule collection. The collection is called ‘Mccoyx21Button’ and will be launched the 31 of May, a day before the Party. The collection is inspired in the simplicity of the 21 Button’s logo in black and white. Mccoy created a series of t-shirts, a hat and a gifted tote bug for the first buyers. It was designed and created in London. The collection will be sold a day before the release party to create a hype before the event and to give a taste of what the party will be all about. The points of sale of the collection will be the own app of 21 Button, as well, as the concept store located in Brick Lane street in London, called 127. The Release Party will be the 1 of June in Canvas Studio located in Shoreditch High Street, London. The guest list is pretty impressive and will be kept private. Invitations will be sent away to people, as well as, doing a contest online for users to assist. The average mainstream influencers will not be invited and it will be based in exclusivity. One of the highlights of the night will be the exhibition of Blondey Mccoy’s art pieces which will have the possibility to be sold. Finally, music will be another important concept of the night which will be taken care of by an up-coming artist that will be revealed soon.

Communication Mix/ PR & Events (OFFLINE)

RELEASE PARTY1 June London when technology meets fashion and art

Communication Mix/ PR & Events (OFFLINE)

RELEASE PARTY The event is based on the product launch, business re-launch and build awareness. The main goals of the even are media coverage and consumer awareness A press release will be sent a week before to the media, as well as invitations The exclusive guest list has already been exposed earlier in the document. Therefore, to continue with the exclusivity; each person will be able to bring a guest, there will be no way in without invitation, guest should present the invitation at the entry door. There will be no dress code. A contest will be held with 21 Buttonsâ&#x20AC;&#x2122; users to obtain access to the Release Party. Invitations will be giving away to people. The contest consists in posting an outfit picture on their Instagram page with the hashtags of the campaign in the post caption and they will be chosen randomly. For logistics reasons, it is better if the winners live in London since they will not need to be provided with accomadation. 21 Buttons, due to budgeting reasons, will not provide accommodation for those who do not reside close to London. 299 people will be invited - - - - -

For media coverage around 25 (+plus one) = 50p. Sponsored influencers: 9 (+plus one)= 19p. Non-paid influencers: 60 (+plus one) =120 User who won the contest: 35 (+plus one)= 70. Team of 21 Buttons: 20 (+plus one)= 40

The venue has a capacity of 250 , but it is needed to keep in mind that not every person invited will be attending. The party will be held in a venue called Canvas Studio located in Shoreditch High Street, London. The venue is located in the heart of Shoreditch, a very modern neighbourhood, full of young entrepreneurs of the creative industries. The venue offers; full spot lighting and halo fluro lighting, high ceilings, furniture, large windows with glass, events with Acohol. For the pricing, the venue is hired per day from 7am until 7am. Drinks will be served all night long As well as the capsule collection collaboration, Blondey Mccoy will be exposing his art pieces as the main dĂŠcor elements of the venue. His collection will be available for sale. Agoria, will take care of the music. Playing his prefered setlist of electro-house. His music is very chill but still allows the guest to dance along and feel it.

CANVAS STUDIO

Communication Mix/ PR & Events (OFFLINE)

SOME OF MCCOY ART PIECES

Communication Mix/ PR & Events (OFFLINE)

INVITATIONS

DJ AGORIA

21 Buttons

X Mccoy

CAPSULE COLLECTION RELEASE PARTY June 1 / 10pm- 3am

CANVAS STUDIO, SHOREDITCH LONDON AGORIA DJ SET 65

BUDGET 66

ADVERTISING OFFLINE

DIGITAL

FINAL BUDGET

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21 Buttons Communication

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Digital Marketing Project for 21 Buttons