Sunspel Marketing & Communication Proposal

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LAUNCH TO CHINA: O N E Y E A R C O M M U N I C AT I O N S T R AT E G Y - Build brand awareness among Chinese consumers in the UK. - Increase social media engagement in the UK by 20% by FY end 2019. - Establish social media presence in China.* - Increase website traff ic.* - Boost overall sales by 7% by FY end 2019.

82%

of Chinese consumers believe Western brands are as desirable as ever

49%

31%

seek experience

QUALITY 69%

luxury shopping (Rogers, 2017)

“3/4

TOP 3 INFLUENCES ON THE LUXURY PURCHASE

of Chinese luxury spending now happen overseas, according to Vinkenborg” (Suen, 2018)

COMFORT 47%

BRAND NAME 41%

90% learns about new brands through social media

“While there is an older generation looking to interact with consumer brands, Chinese millennials are interacting with destination and experience-led brands.” (Rogers, 2017)

53%

78%

of participants stated they like including digital experience when purchasing luxury goods in-store.

61%

47%


JANUARY - JUNE 2019

J U LY - D E C E M B E R 2 0 1 9

ENGAGEMENT FOCUS

#

CHINA FOCUS “The feedback (...) suggests brands should promote other aspects of British life and culture, not just shopping.” (Rogers, 2017)

# CHINESE NEW YEAR

JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEPT | OCT | NOV | DEC

V I D E O C A M PA I G N

79%

>

of consumers prefer to learn about a product through video rather than text (Wyzowl, 2017)

GOLDEN WEEK

TOP Europe destination in 2018.

(Halliday, 2018)

1.87bln

individuals worldwide will use a mobile phone to watch digital video in 2018. (BoF Team, 2018)

URBAN EXPERIENCE IN-STORE SENSORY EXPERIENCE

(Harashima, 2018)


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