Social and Digital Media Campaign Rationale

BA (HONS) FASHION MARKETING

YEAR 2

UNIT LEADER: MINAL KAY MALIK

SOCIAL&DIGITALMEDIA

This report presents a campaign rationale with a pratice portfolio for the new social media application yet to be launched, Wunder, by analysing its current omnichannel social and digital marketing activities and target market for future insights and opportunities.

NAME: ROSE FORRESTER

STUDENT ID: 20008140

WORD COUNT: 3189

5.

Company Audit1

BRIEFBACKGROUND

Wunder is a new social media platform to be launched in Summer 2022. The application aims to redefine digital content and online behaviour. Users of Wunder can create and share content, as well as comment, like, and engage with others through verified accounts as to prevent any type of cyberbullying. The application's principal content is short films intermingled with commercial content, allowing users to earn Wunder Coins, a unique in-app currency which corresponds to 10p, which is kept in their individual wallet. Wunder coins can then be donated by the users to any certified charity of their choice through the application.

BRANDMISSION

Wunder's application digital interface (Wunder, 2022)

VALUEPROPOSITION

Wunder intends to construct a social media platform where people can authentically be themselves while also supporting each other build a positive and socially conscious community. That's why all of its users will be officially verified through the application to fight against any cyber crimes.

UNIQUESELLINGPOINT

The main aspect of Wunder is to give its users the chance to actively participate in helping causes that are special to them by earning Wunder Coins which can then be donated to their favourite charities. p

Earn

Donate to certified charity of choice Engage

Real-life value of 10p

“Socialwhereuserscan beinspired,andinspireothers,tohelpmakea differencetoourworld.”(Wunder,2022)

Wunder Coins

InternalAnalysis

strengths

- Promoting verified charity projects

- Enabling users to actively participate in causes important to them while being safeguarded against fraud

- Sharing of uplifting & positive content as to avoid any mental health backlash on users and promoting their well-being

- First social media where only verified accounts are accepted in-app constituting a safe environment for its users

weaknesses

- Very similar in-app deisgn and services offered by TikTok (main competitor)

S O W T

- Users may wish to keep their identity private and not send their personal information (ID) to be verified by a third-party to access the app

- Main way to earn Wunder Coins is by watching advertisements which some users can find bothersome

opportunities

- Users could engage in different ways with the app in order to earn Wunder Coins such as creating sponsored content

- E-commerce function where users can buy with either Wunder Coins or real-life value money and all funds are versed to a charity threats

- Variety of established competitors in the market each fulfilling a role (Instagram, TikTok, Pinterest, Snapchat) therefore Wunder will need attract users to make the switch by standing out from these apps

SWOT Analysis for Wunder (Author, 2022)

- Only certified charities allowed which limits choice to the users and disables them from creating their own charities or causes (eg: GoFundMe)

- Brand new to the market therefore some target customers might be sceptic

As a consequence of Western countries (including the United Kingdom) standing with Ukraine, the impact of Russia's invasion of Ukraine is being felt throughout the world, with most firms blocking Russians from accessing their products However, the present political crisis in Ukraine may have a beneficial political influence on Wunder. Donations are clearly one of the most effective methods to support a worthwhile cause As citizens seek reliable solutions for assisting countries in crisis, and Wunder is an app established on a basis of generosity, this could increase downloads and therefore engagement with the app.

technological

With technology being such a significant part of today's culture, especially in light of the global pandemic, young people's use of social media has become one of the most influential factors With the ongoing rise of social media, it is apparent that platforms like Instagram, TikTok, and WhatsApp have made it easier to entertain ourselves, interact with friends and family, and find inspiration (Wightman-Stone. D, 2019). Wunder's detox from idle scrolling is a forward-thinking and inventive approach to a new positive attitude toward social media and technology in general.

economical environmental

social

The cost of living in the United Kingdom has been rising rapidly, with inflation at an all-time high, with rising gasoline costs, and retail price increasing high due to Brexit and other political pressures. Wunder will benefit the target consumer because Gen Z is often not financially self-sufficient and will rely on earning Wunder Coins to make donations rather than spending their own money on necessities much more needed for essential living (ie: student, young graduate).

Wunder is targeted for an audience of young people between 13-24 otherwise known as Gen Z. According to the recent Generation Z marketing stats, 93% of the age group are on social media platforms (Todorov, 2022). However, with the rise of sociopolitical uncertainty and tension as well as the pandemic, many have been impacted . One in four Gen Z respondents reported feeling more emotionally distressed (25 percent) (McKinsey, 2022) ever since COVID-19 and cyber attacks have reached an all time high. Wunder would be helpful for users who are harassed on popular social media platforms like Tiktok and Instagram as they may seek comfort in an app like Wunder, which is designed to be a safe space for everyone and a moment of detox for younger generations by taking care of their personal well-being first. legal

Environmental issues should take precedence over economic growth, according to 66% of Gen Z (King's College London, 2021). Gen Z is conscious of the effects of climate change on the globe and is willing to adjust their behaviour to attain a more sustainable lifestyle and protect the planet's future integrity (2019, Ulster University) They are strongly concerned in environmental issues and are frequently seen protesting or actively supporting environmental initiatives in order to raise awareness. Wunder is at an advantage since it provides the ideal platform for users to demonstrate their activities by creating content, contributing to environmental charities in-app, and spreading awareness to others

The British government is drafting legislation to put a duty of care on media organisations and platforms to guarantee that illegal information, such as hate crimes, harassment, and threats aimed at people, is quickly deleted, including conduct that does not exceed the criminal threshold (Holden, 2021) Due to their rigid stance on these harmful behaviours, Wun- der will thrive.from this as it won't affect the user's usual use of the app compared to other competitors

PESTEL Model for Wunder (Author, 2022)

ExternalAnalysis

THREATSOFNEWENTRANTS

Thesocialmediabusinesshassuchlowentrybarriers, newapplicationsandwebsitesposeabigthreat.However, becausetherearealreadywell-establishedplatformswith avarietyoffunctions,achievingahighpositioninthe marketmightbetough.

RIVALRYAMONGSTOTHERCOMPETITORS

Consumerdemandsvaryonadailybasisduetotherapid paceoftechnologicalprogress.Usersmaybeencouraged tomigratetonewordifferentplatformsasaresultofthis. Asaresult,businessesmustchangeinordertoretaintheir customerbase,whetherbyincludingnewfeaturesor developingnewstrategiestobuildbrandloyaltyand awareness.

Porter's Five Forces

BARGAININGPOWEROFBUYERS

Marketersthatutilisetheplatformsasameansof advertisingrepresentbuyersinthesocialmediaindustry. Buyer'snegotiatingpowerissubstantial,andbuyersarea keysourceofrevenueforbusinesses.

THREATOFSUBSTITUTEPRODUCTS BARGAININGPOWEROFSUPPLIERS

Suppliersareeasilyreplaceable,thustheydon'thave muchbargainingleverage.Wunder'sthird-partyAI verificationservicemaybeperformedbyavarietyof sources,thereforenospecialtechnologicalequipmentis necessary.

Becauseofthesignificantdangerofnewentrantswith uniqueandfascinatingfeaturesenteringthemarketevery day,thethreatofsubstitutesisquitestrong.Anyforwardthinkingsocialmediaapplicationdrawsusers,diverting theirattentionawayfromlessinventiveapplications.

CompetitorAnalysis

TikTok

Tik Tok is a popular social networking app that allows users to make, view, and share short videos. It grew rapidly in less than a year due to its short-attention span needed which explains why it has exploded in size: It surpassed Facebook, Instagram, YouTube, and Snapchat in monthly App Store installations in September 2018, and it was downloaded over a billion times in 2018 (Vox, 2022). TikTok is Wunder's main competitor as they offer similar services: content creation and viewing, in-app currency which can be earned by creators through their content by other users, donating to chosen charities. However, the popular app, however, is no longer a place for users to casually discuss their hobbies and dance. It's turned into a place where individuals may violently attack one other and expose sensitive youngsters to harmful influences. Tiktok culture is extremely poisonous, and its detrimental impacts on young users are undeniable.

Instagram

Instagram is a picture and video sharing programme that lets users upload and share photographs and videos. They can also like and comment on other people's postings. Moreover, Generation Z remained addicted to Instagram in 2021, with a usage rate of 67% it is the preferred the social media for people aged between 15-24 (Forbes, 2022).

It has also included a tool called Fundraising on Reels, which allows users to give to a cause of their choosing across the world. In this scenario, Wunder gets the upper hand because Instagram's impact on its users is largely negative as it was and continues to be the genesis of the most harmful trends for younger generations with important consequences on their mental health (ie: self-esteem, body image issues)

GoFundMe

In terms of altruism, GoFundMe is another firm that might be called Wunder's competition. GoFundMe is an American organisation that allows users to raise money for a variety of purposes ranging from celebratory events to funerals and raising funds for those in need and it has managed to raise over $15 billion USD in contributions with the aid of over 120 million donors since 2010.

Users of GoFundMe may share their project with others via social media and email. GoFundMe uses platform to promote campaigns and encourages users to promote their own fundraising efforts on social media during the campaign (2022, Gofundme).

Wunder'sofficialInstagramaccount(Instagram,2022)

Social&DigitalMediaBestPractice

Wunder will be released this summer. However, there is only one video on Wunder's Instagram account, which was uploaded in January, which vaguely states in short sentences how Wunder is revolutionary. However, it does not explaining why it is, how the application works and what makes it different from social medias. Furthermore, while searching for "Wunder" in Google, the first page of results does not contain any results related to the new social media application, but rather a digital business support platform with the same name. In addition, the official Instagram account has only 83 followers, indicating a lack of brand exposure/visibility. Potential customers are unaware of Wunder due to the lack of an online presence, which may result in the loss of future users.

Wunder must effectively promote on rival social media platforms as soon as possible in order to generate excitement and desire for the app's release and thereby increase downloads in the future in hopes of if not meeting, exceeding the targets. With such a close launch date, Wunder should have been more engaging on social media and used it to advertise Wunder's imminent launch more regularly and efficiently.

As a result, Wunder has failed to establish a successful social and digital marketing strategy. Wunder has to be more active on Instagram, the preferred social media platform for their target population: Gen Z, in order to enhance engagement and brand awareness within the target audience.

Wunder's target market is Generation Z, which ranges in age from 13 to 24 years old and is particularly active on social media. Generation Z has grown up during a period marked by never-ending conflict, internet activism, and rapid cultural change. Many Zoomers have mastered technology due to unrestricted internet access. They frequently use the internet to educate themselves on key topics and become more global citizens. Generation Z has turned their dissatisfaction with society into online activism, resulting in a global social awareness movement (Burrer, 2020). They are also largely homebodies, preferring to spend their time at home listening to music and browsing the Internet, watching movies/series, and shopping online, among other activities. They visit their friends and family offline, as well as visit cafés, parks, museums, and galleries. Photography, mental health, art and content creation are all gaining popularity. They also like attending events, partying, and shopping to unwind from their education.

SOCIALBEHAVIOUR DIGITALBEHAVIOUR KEYCHARACTERISTICS

Because Gen Zers are digital natives, the UK has 45 million active social media users (Statista, 2020). Individuals may use social media to express and convey how they want to be perceived, since their online persona is an important part of their lives (WGSN, 2019). However, this has led to issues with mental health and self-esteem. Popular social media networks include Instagram, Snapchat, YouTube, Facebook, and Twitter. Consumers are under pressure to create an online profile, according to Mintel research, which leads to strong feelings about digital enjoyment, with 59 percent of the cohort stating they spend too much time online. Furthermore, as a result of the current pandemic, social media usage is increasing (WGSN, 2020), since it provides users with a platform to keep in touch with family and friends, allowing them to preserve the human connection they seek. In comparison to previous generations, Gen Zers will choose video-centric and gamified platforms such as Instagram, YouTube, Snapchat, and TikTok.

They also want culturally significant and inclusive material that entertains, educates, and inspires while being relevant with current events. Social media is also used by Gen Zers to keep up with trends and to share, engage in, and consume viral material (Parry, 2021).

health conscious politically engaged importanceof mental well-being

Campaign Rationale2

CampaignRationale

A campaign idea rationale was established as part of Wunder's debut to ensure the most successful and effective launch. Wunder will publish on its various accounts a month before the debut to keep consumers informed and engaged, as well as optimising web searches using sponsored search (SEO) and online advertising services such as Google AdWords. However, the greatest method to attract Gen Z customers is to offer them something fresh and distinctive, which is why a physical experience that is completely integrated into both online and offline marketing efforts has been chosen. A challenge would be launched, with the first 50 people finding and scanning the QR codes hidden across London as street tags and stickers receiving £200 worth of Wunder Coins (2000 Wunder Coins). They'll need to register an account to access their reward, which they may wish to use to contribute to the charity of their choosing after they've discovered it.

The interactive aspect of the campaign will entice and engage customers to participate in the competition, which will be promoted as sponsored advertisements across all digital channels (TikTok, Instagram, Snapchat, Facebook and YouTube). Furthermore, through influencer marketing, other creators will promote the experience, enhancing the possibility of future consumers by exposing it to various groups. In order for users to understand the app's unique selling proposition, the selected influencers will promote Wunder values through Instagram posts and stories, TikTok videos, and Youtube marketing. This promotion will begin in the second quarter.

To attract the maximum potential of future users, offline advertisements will be used on the underground, on buses and bus stop (see Practice Portfolio). To provide the potential user an in-depth description of the software, all advertisements will use a QR code that goes directly to the website. There will also be a link to the App Store so that the app may be downloaded quickly. Because our target group, Gen Z, has an average attention span of 8 seconds, catchy short quotations will be employed. As a result, the shorter it is, the more likely it is to draw attention. The street tags and stickers for the campaign idea experience will have the same branding as the offline marketing, but without the slogans because they will mostly be employed as part of the challenge. They will also respect the environment and hence Wunder's brand values by using biodegradable paper created from sugarcane fibres that will dissolve within a few weeks, as well as washable chalk spray paint and jet wash stencils. The design is sleek, simple, minimalistic, yet captivating and mysterious, playing on the term Wunder's intrigue aspect. However, more percussive phrases will be used in bus commercials, emphasising the benefits of Wunder by portraying it as a tool for changing behaviours and thinking.

It would be a smart advertising technique for Wunder's debut as it integrates both online and offline activities, resulting in a larger customer base (possibly Millenials). It sets the tone for how Wunder is supposed to be regarded and utilised as something fresh by engaging possible future users through an interactive challenge/competition. Wunder will use certain influencers based on their principles to lend credibility and authenticity to the brand (see Influencer Proposal). The fact that the app is tailored to the demands of these influencers' various audiences will be appreciated and won't go unnoticed.

InfluencerProposal

BellaHadid,25yearsold

Bella Hadid is a successful American model and social media influencer Hadid spoke out about her mental health difficulties and how she's learnt to manage by blogging and remaining vulnerable on social media. She is a famous Gen Z icon with more than 52 million followers on Instagram, mostly for her loving attitude, and she shares many of her liberal political views and spirituality. She might be the perfect influencer for Wunder because she has a large following and her beliefs align with Wunder's brand values.

ZipporahTheVegan,18yearsold

Zipporah The Vegan is a British TikTok content creator who films her vegan journey by giving tips and ideas as well as recipes She has over 80k followers. She also discusses racial injustice and how social media pressure has impacted her body image, leading to an eating disorder. She appears to be a good match for Wunder since she tackles a variety of current cultural topics, including supporting black businesses and advocating vegetarianism, as well as environmental ones. Because she is a smaller influencer, there is a good probability that her followers will engage with Wunder more, as Generation Z tends to trust micro-influencers more than bigger celebrities for their honesty.

CUSTOMERJOURNEYTOUCHPOINTS

TargetCustomerAnalysis

Through advertising on competitive social media platforms, influencer marketing, SEO, paid search marketing, the potential customer is made aware of the brand

Potential future user is now intrigued and discovers Wunder through its official omnichannel online presence marketing the application

Customer downloads Wunder through Apple Store, Google Play and creates a verified account

User is now engaging with the application and its content: viewing and creating content, liking, commenting, sharing, earning Wunder Coins and donating to charity of their choice

User has a positive experience with the application. They feel detoxed from other social medias and start slowly making the switch and engaging more with Wunder than other competitive social media apps

Whichcustomerrepresentsthemostopportunity?

GenZ Millenials GenX BabyBoomers

User has now become a brand ambassador as they share Wunder content on other platforms but also with their friends and families ensuring wordof-mouth marketing which is most effective with the Gen Z target consumer

Potential future users are now made aware of Wunder and start engaging with it

Percentage of social media users through generations (Statista, 2022) (Author, 2022)

Generation Z communicates mostly through social media. They are the generation that spends the most time on their phones, with 91% utilising social media on a regular basis (Statista, 2022). Furthermore, Gen Z is the most varied generation in terms of race and ethnicity, and they are on course to be the most educated. When it comes to social justice concerns, Gen Z is more vocal than previous generations, emphasising mental health activism, public health and safety, sustainability, racism, and LGBTQIA+ acceptance (Baxter, 2022). Therefore they are the ideal target market for Wunder, as the newest trends within this generation revolve around the following topics: Gen Z aims to use social media to effect societal change.

PenPortrait

LilyHerringford,21yearsold

EDUCATION: Fashion journalism student

OCCUPATION: Part-time sales advisor at Urban Outfitters

INCOME: £550 per month

LOCATION: London, United Kingdom

PERSONALITY: Lily is an extroverted, confident, and ambitious young woman who is clear about her academic and professional goals. She is a perfectionist who strives to do her best at all times. She is an activist who is passionate about feminism as well as environmental issues. She uses social media to try to communicate her beliefs.

INTEREST & HOBBIES :Lily is a passionate of art in all kinds, and she frequently visits museums and galleries with her friends. She enjoys visiting cafés, reading and composing poems, and taking photographs. She has an Instagram account where she posts street photographs along with female empowerment messages.

ATTITUDE TOWARDS SOCIAL MEDIA: Lily uses Pinterest and TikTok mainly for inspiration and follow the latest trends. She likes to keep her social media accounts private. She also uses Twitter and Youtube for news/entertainment.

Pen Portrait for Wunder (Author, 2022)

Measuring Metrics3

MarketingObjectives&Aims

OBJECTIVES AIMS

By minimising the cost per download to £3.42, Wunder is ensuring an affordable price for future users. This also limits access to potential cyberbullies or trolls as it's small a financial commitment.

Generate 250k downloads of the Wunder application within first month of social and digital campaign launch. This would ensure a prositive return on investment with high profit. With the campaign rationale approximate costs being at £425,000, Wunder would make an approximate return on investment of ≈ £430,000.

Generate 1.7million and visits to app/website at a rate of CPC £0.57 increasing revenue. With a better rate of interaction and stronger links with charity, more businesses are eager to cooperate with Wunder. Users are encouraged to be more active on the platform by building strong relationships with them and assuring customer satisfaction. This helps to increase CPC by boosting brand loyalty and achieving a high percentage of user-generated content.

Reach an average of 25-40 minutes in-app daily time engagement by users expanding monthly active users to 15k.

- Paid search through search-engine optimization (SEO) and online advertising (Google Ad-words) as to increase website, App Store and digital platform visits

- Influencer marketing with majorly different interests as to attract a bigger audience

- Offline marketing activities

Attract 1.5 - 1.7 million potential consumers with a large target audience (13-34)

- Social media content marketing with posts relating to different topics around charity fundraising

- Website blog posts

- Access more collaborations with brands/charities as to offer more choice to the user

Reach Act Convert

Ensuring users find content inspiring, useful and creates leads

Users spend in average 25 - 40 minutes engaging in-app

- Persuasion marketing through notifications and email marketing

- Values drive conversion through brand trust and values

Ensuring contextual relevance

Engage

- Referral programmes

- Application user evaluation for rewards as to improve in-app experience

- Different challenges with rewards on all social media platforms ensuring users engage in-app

Developing brand loyalty and customer satisfaction

ControlofKPIs&Metrix

KeyPerformanceIndicators/Metrics(SetbyWunder,2022)

Downloads / Cost per download

Clicks / Cost per click

Registrations / Cost per registration

Activated user / Cost per activated use

Download to registration rate

Registration to activated rate

Viral rate

Benefitstotheorganisation

Through the app's data analytics, Wunder can measure what the refined target audience's main age, in-app engagement rate, recurring topics and overall interaction as to cater to their specific needs in the near future to ensure the highest quality customer satisfaction.

It allows Wunder to position itself as a social media brand - therefore it can narrow down which social media platform is its main competitor and managed to use specific comparing tools and techniques based on the measurements.

Enables Wunder to predict the approximate revenue and profit it might gain by measuring the numbers of downloads, CPC, CPR and CPAU.

Measure how effective the conversion rate is and users engage with the content and the app

Practice Portfolio4

MarketingOperationsTimetable

GANTTChart

ONLINE

Appstoreoptimisation

SEO

PaidSearch

CONTENTMARKETING

Blogposts

Emailmarketing

Influencermarketing

PUBLICRELATIONS

Pressrelease

OFFLINECAMPAIGNS

Busadverts

Undergroundadverts

QRcodesearch

SOCIALMEDIA

Instagramcampaign

Tiktokcampaign

Facebookcampaign

Twittercampaign

GANTT Chart for Wunder (Author, 2022)

MarketingOperationsTimetable

The media timetable for Wunder's debut will take place over the course of a month in order to effectively engage with customers ahead of time. The social and digital marketing calendar that follows will serve as the campaign's structure. The majority of operations will be concentrated in the second quarter to ensure effective app engagement. Within the first two quarters, social media and offline advertisements will run, increasing brand visibility and attracting prospective future users. Influencer marketing will increase the brand visibility and recognition within the target market on social media during the campaign. Wunder's Instagram account will be active throughout the campaign to provide a basis for the brand's updates.

Instagram post mock-up for Wunder (Author, 2022)

TikTok page mock-up for Wunder (Author, 2022)

VisualCreativeOutcomes

Scrollsendlessly onsocialmedia

Doesn'tknowhow tohelpothers

Choosethebestversion ofyourselftoday

OFFLINEACTIVITIES

Stressedoutfrom studies

Bus advertisement mock-up for Wunder (Author, 2022)

Bus stop advert mock-up for Wunder (Author, 2022)

Underground adverts mock-up for Wunder (Author, 2022)

Underground advertisement mock-up for Wunder (Author, 2022)

Scanme

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