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SOCIAL MEDIA MARKETING CAMPAIGN SENIOR CAPSTONE WINTER 2017 PROFESSOR PATTI CAPALLI
Contents Mission Statement Company Overviews Market Analysis Competitive anaysis Customer profiles Marketing strategy Behind the scenes
mission statement I created this project to bring exposure and expand the realm of two international brands in the U.S. By pairing Amsterdam based Lovers & Drifters Club clothing with the 2bandits jewelry collection based in San Francisco, CA. This is brought about by designing a Instagram marketing campaign and digital presence allowing for each company to have a new customer base.
company overview
Lovers and Drifters Club
The Lovers and Drifters Club was started in 2014 by Merinda Jackson. The brand focuses on original handmade designs from Bali. The Lovers and Drifters club is for the dreamers, believers, misfits, revolution makers and risk takers.
the 2Bandits
The 2bandits is a modern Southwestern brand founded in 2008 by designer, Tamar Wilder. Rooted with a Texas charm, the 2bandits jewelry showcases earthy stones and plays with shapes that fit together in cohesive stacks.
market analysis
marketing to generation z In a recent WGSN report it stated, to understand marketing effectively to Gen Z consumers one must understand how their behavior on digital platforms differs from their millennial counterparts.
In comparison to Millennials, who witnessed the rise of social media and instant access to information on the web, members of Gen Z have always been digital. “Much like Gen Y, they’re a digitally native generation with a shared penchant for visual forms of communication,� Christina Morgan, director of brand enablement at US-based visual marketing firm Curalate, says.
- Generation Z age: 18-26 years old - ‘Highly evolved eight-second filters’ when sifting through social media - Digitally fliuent and voracious consumers who value creation, collaboration and authenticity - Favoured apps are Snapchat, Instagram, YouTube
Takeaways: Teach them something: By having youtube as their preferred platform playing into their hunger for creation by being to be taught rather than purchase
Align with their values: Gen members value making a difference in the world, so marketing a product to them that is cause driven and affordable
Market with them not to them: They value the ability to collaborate with brands.
Allowing them to collaborate on core activities such as naming a product or asking to join a social media campaign
digital advertising
Online video consumption is rapidly growing, with short fashion films becoming an increasingly relevant in fashion advertising within the last year. As digital content has become growing rapidly specifically on social media platforms so has interactive media based content such as GIFs and fashion films. 69% of marketers and 55% of advertising agencies plan to grow their digital video advertisement output. Research has shown that people only view videos for fifteen seconds before either leaving it, or continuing to watch. These films showcase aesthetics, versus the story. http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1034&context=textiles_seminar
The above chart showcases all ad spending generated by social networks and sponsored posts.The US has a market volume of 17 million in 2017, being the highest revenue generated. China being second at 4 million. These results allow for the implementation of my social media marketing campaign.
customer profiles Alexa Galloway 22 Single Culver City, CA $35,000 Full time Sales Associate at Revolve Graduated from FIDM in 2016 Always on the lookout for upcoming art & fashion events in LA On the weekends she assists in styling for Creative Assembly Enjoys pilates and kickboxing
Yvonne Serano 27 Engaged Brookyln, NY $75,000 Trend forecaster for WGSN Masters from NYU in Business Stays up to date with new styles and trends 20k following on instagram Loves to travel to experience new cultures with her fiance
competitive analysis
competitors Corporate companies such as Urban Outfitters, Zara, and Revolve who have quality garments and a strong social media presence but lack engaging their consumer audience. With smaller based companies on the rise both nationally and internationally through social media, we see a shift begin to occur in the industry where consumers now look to these brands because of their ability to ethically source materials and maintain an ongoing dialogue with consumers.
When looking to Zara’s instagram we see engaging and well curated content but very little interaction with consumers via comments or featuring followers. Urban Outfitters feed is colorful and inviting. They feature a significant amount of their followers but still seems to lack a connection in their content. Revolve being another competitor due to their massive social media following and ability to succesfully engage their target audience. By creating interactive content with followers and being able to maintain their customer relationship allows for these brands to continue to evolve in the industry is how smaller companies like Lovers and Drifters Club and The 2bandits continue to gain a considerable amount of followers daily.
marketing plan
Deliverables Film: Following a disarrayed rebel who floats through her day as she seeks to find answers unknowing of what mysteries lie within her own surroundings. Look book: Coinciding with the film, we see how the brands intertwine and style effortlessly with one another. As well as, how Anael connects with the brand. GIF: Will be implemented solely for Instagram, giving the viewer a preview of the collaboration Blog Post: Creating a post for Lovers and Drifters club will allow current and future consumers to view both the look book and the film. Also, giving the oppurtunity for viewers to purchase the look book online via The 2bandits and Lovers and Drifters Club.
GIF
blog post
THURSDAY, JANUARY 9TH 2017 Words by: Islay Petrie
‘Anael Flores for Lovers and Drifters club X The 2bandits by Taylour Oney ‘ Every morning I watch her...Silently. Air leaves her chest so softly, as if it doesn’t want to leave at all.... Nothing wants to leave her body. There has always been something about her eyes. Sparkling, Innocent, looking for something but never herself. She has that figured out she always has. She hatches from her white cocoon. Stretches out her wings, Everyday a rebirth. She is always new. She starts her day on clumsy feet, like a fawn learning to walk. Clumsy determined yet graceful somehow. I don’t know how.
behind the scenes
cast & crew Rylie Healy
Creative Director @foxyladyland
Islay Petrie
Videographer/Art Direction @islayjoypetrie
Taylour Oney Photograher @oneyyyla
Anael Flores
Illustrator/Model @anaelflores
Laura Casal
Makeup Artist @saintlucifer___
This project is meant to convey my drive, creative energy, and personal aesthetic. All of which I have cultivated through my time at SCAD and will continue to adapt further as I begin my career.