Diesel Communication Project Report by Tako Natsvlishvili

B a c k

T o T h e

#DieselRECY

CLING

R o o t s

Level 5A BAH Fashion Marketing and Communication Advertising BTL Budgeting Digital Media Marketing Social Media Communication CWK 2 Communication Project Report

Tamara Natsvlishvili

Index Introduction & Storytelling

9-11

Sustainable Approach

12-13

‘Back To The Roots’ Denim Capsule Collection

14-19

Objectives, Kpis & Expected Outcome

20-21

Communication Mix

Communication Plan

Advertising Concept

25-26

Google ADs

Consumer Sales Promotion

Media Plan Press Release

Guerilla Marketing

Launch event

38-45

Influencers

46-48

Timeline

29-35

Social Media Plan

51-55

Editorial Calendar

56-61

Budget

62-66

Introduction

B a c k

T o T h e

R o o t s

ng elli

S to r yt

“Back to the roots” is initiative taken by Diesel to look back to their heritage and reinvent their old collections by launching new denim capsule collection. The inspiration of this idea came from the fact, that in the past years diesel was one of the major brands in denim business. So, putting denim in front again will underline their heritage and create stronger brand image. Since, the sustainable fashion is a trend and nowadays, lot of brands are trying to be more eco-friendly, Diesel is also willing to have sustainable approach through using new technology to create denim collection. The capsule collection will be made by recycled old denim gathered through recycled bins that Diesel will place in 5 diﬀerent cities: Milan, London, New York, Paris, Shanghai.

Unwanted clothes can be turned into building materials - With all the denims that will be gathered, the diesel production will do a decomposition of the garments by taking all the fibers from them and create a new fabric. This way diesel has opportunity to underline their sustainable approach but also to involve and engage customers which makes them part of the new collection’s creators. To be clear about the brand consistency and bring back the relevancy, the idea is a bridge to the diesel x Coca Cola collaboration, where they did the recycled collection, thus this plan is a continuation of this previous collaboration, but instead of collaborating with other brands, diesel will do it on their own to give stronger message about their brand image and values. The idea is to merge the traditional concept of the brand with modern trends and create a unique advertisement to engage the audience. Diesel will build a strong community around denim and bring forward the brand’s heritage . The plan is to create new eﬀective customer experience using engaging and unique form of communication between the brand and consumer. This will also be achieved by showing diesel’s heritage values, stronger brand image and credibility.

Sustainable Approach Recycling Bins Recycling bins with jeans identifier scanner in the streets of Milan, London, New York, Paris

The denim capsule collection will be made by the clothes gathered through the recycling bins. 6 months before the launch of the capsule collection, in the streets, there will be digitized pillar shape bins for recycling. Thus, customers can bring any kind of their own denim, that they don’t use anymore and put it in these bin. Bins will have scanner for identifying jeans fabric, if the customers put non-denim clothes, the machine will refuse to take the item in. When the machines approves their denim item, the customer will get discount voucher. Bins will connect to any smartphone. To connect to this machine they need to create an account through diesel website. (Diesel will upload the link through

social platforms for this special project ,where they will be able to create the account and locate nearest bin through map. The customers will be able to give in up to 5 items and get the 10%-50% discount voucher.

Map For Diesel’s recycling Bins

Fabric Scanner

Denim Capsule Collection S/S 21

‘Back To The Roots’ Inspiration

Unisex Design

Key Items

Price

Target

Advantage of this ne w technology is that diesel will use to create new fabric, reduces the costs for buying the new denim fabrics. Thus, the prices for this limited edition collection will be lower than their usual denim products, since the collections will be made from vintage clothes and the cost for production is cheaper than regular.

Place

Same Target as Diesel nowadays has: 20-25 target consumer: Rebellious, Young, Fashion-oriented, environmental friendly, individualistic

Denim Capsule collection will be distributed in Diesel’s flagship stores in Shanghai,London,Paris Milan & online store.

London Paris New York

Milan Shanghai

Objectives • • • • • • • • • • •

Launch new denim capsule collection underlining their heritage Strong Sustainable and ethical approach Create powerful brand image and credibility Increase sales Give more clear messages to the audience Reinforcing the brands position in the fashion industry Achieve customer loyalty and build strong diesel community. Strengthen the consumer and brand relationship Increase engagement with current target Transmitting the values of diesel in a proper way through diﬀerent communication activities Bring forward their denim collection Create unique advertising strategies to engage market

KPIs Increase walk-in in store as well as online, Increase CTR, Increase ROI 500%, 15-20% follower growth on IG, More conversions, CPC, CPM, 20% growth in mentions

Expected Outcome Following campaigns are expected to result in press coverage, online and print publication.

High ROI

Higher Engage ment

Increase Followers

Sales Increase

Increase awareness

Growth of traﬃc on the website and in store.

Communication Mix

Communication Plan The communication strategy for diesel is based on the concept of “going back to the brand’s origins” while highlighting their denim collections, style and craftsmanship in general, as it was at the beginning. In order to achieve this objective, the idea is to merge the traditional concept of the brand with modern trends and create a unique advertisement to engage the audience. The plan is to create new eﬀective customer experience and brand promise through using engaging and unique form of communication between the brand and consumer. This will also be achieved by showing diesel’s heritage values, stronger brand image and credibility.

Advertising Concept

Billboard Proposal

Milan - London - Paris - New York - Shanghai

Digital Touchscreen Billboard Which one is better on me?

Google ADS To advertise the diesel’s new campaign, Google ads of the capsule collection will be used as a tool. The ads will come out in the format of a photo and video banners.

Youtube Video Banner

Online Fashion Magazines:

Ecommerce Platforms:

Elle.com Sitebar Ad BOF Superbanner Ad Instyle.uk Half-page Banner

Vestiairecollective.com Sitebar Ad Farfetch.com Sitebar Ad

Sidebar Banner AD

E-commerce of Diesel’s Website Denim Capsule Collection BACK TO THE ROOTS

Consumer Sales Promotion

Online

Offline

Social Media Channels

Promotion

Contest on Instagram and Tik Tok

Instore

10% Disscount for 8 Winners of contest 10 to 50% Disscount for those who got the Voucher from recycling bins

Media Plan

Brief The media plan aims to explain the selected online and oﬄine media that its pretend to be used in order to develop the communication plan. The idea is to present correctly the communication strategy through diﬀerent channels and to outline their key messages a n d e s t a b l i s h t h e m s e l ve s i n t h e i r consumers minds through special stories, editorials, advertising and publicity. The magazines were chosen in order to match the diesel’s target, style and values. Magazines about sustainable fashion, since the Diesels new plan involves sustainability. 29

Target Media

- Fashion& lifestyle International fashion magazines - Online magazines that updates news about leading fashion events. - Editorials with strong influence of fashion and lifestyle. - One of Magazine that was chosen is Luxiders that speaks about sustainable fashion.

Objectives

- Strengthen the brand’s promise and key message - Increase the brand presence in the target’s mind using diﬀerent media channels - Earn media - Establishing a wider audience with the key market - Reinforcing the relationship with existing customers - Secure brand presence in consumers mind through target medias - Wider brand extension - Generating traﬃc to the online and physical stores - Increasing the sales volume

Print Vanity Fair France

Vanity Fair Italy

Fashion magazine

Editorial:

Images of new collection & Event

Interview:

Article:

Diesel’s Recycling bins & new technology of fabric making

Diesel’s creative Director

Diesel’s Campaign of new denim capsule collection

Elle US

Elle China

Fashion magazine

Special story:

Diesel’s new strategy, sustainability & collection

Editorial:

Product Placement

Diesel’s Campaign of new denim capsule collection

31 * All the articles and Ads will be placed in 2020 October and November issues

Elle UK

Fashion magazine

Special story:

Marie Claire Italy

Diesel’s Campaign of new denim capsule collection

Marie Claire UK

Fashion magazine

Special story:

Craftmanship and making of Diesel new collection

Fashion magazine

Craftmanship and making of Diesel new collection

Editorial:

Product Placement

Diesel’s Campaign of new denim capsule collection

Special story:

Diesel’s new strategy, sustainability & collection

32 * All the articles and Ads will be placed in 2020 October and November issues

Grazia Italy

Grazia France

Fashion magazine

Special story:

Editorial:

Fashion magazine

Story of the brand’s roots and new collection

Interview

Product Placement

Editorial:

Diesel’s Campaign of new denim capsule collection

Mock Up

Diesel Creative director

Product Placement

Diesel’s Campaign of new denim capsule collection

Online

BOF.com

luxiders.com

Business, Fashion, lifestyle & technology magazine

Sustainable Fashion & lifestyle magazine

Article:

Special story

Editorial

About the capsule collection, Diesel’s new strategy ‘back to the roots’

Article:

Sustainability: Recycling bins and new technology of fabric making

Special story

Event coverage

Editorial

vogue.it vogue italia Article:

Special story

Interview

bout the capsule collection, Diesel’s new strategy ‘back to the roots’ Sustainability: Recycling bins and new technology of fabric making With Renzo Rosso

About the capsule collection, Diesel’s new strategy ‘back to the roots’ Sustainability: Recycling bins and new technology of fabric making Event coverage

instyle.uk Article:

Editorial

About the capsule collection, Diesel’s new strategy ‘back to the roots’ Event coverage

HypeBeast.com Article:

Special story

bout the capsule collection, Diesel’s new strategy ‘back to the roots’ Sustainability: Recycling bins and new technology of fabric making

35 * All the articles and Ads will be placed in 2020 October and November issues

Press Release

3 weeks before the Launch of the capsule collection, There will be a huge glass cubeshaped installation in Milan Piazza San Babila. Inside this cube there will be a mountain of old unwanted dumps of denim. With Diesel logo and a quote: Coming soon! This advertising strategy is to underline their sustainable approach to their new denim collection and also this unusual tactic will make a buzz in public and increase the interest in what is coming soon.

Guerilla Marketing

Pre-Launch

Launch Event Objectives The main objective is to generate word of mouth and brand desirability. - Generate brand awareness - Extending the visibility of the brand and recruiting new customers - Communicate and engage - Communicate to the audience through Press (media) & influencers about Diesel’s new approach towards sustainability and strengthening the brand image. - Brand notoriety.

What?

Where?

Diesel’s Recycled Denim Capsule Collection

In Milan, Piazza San Babila Diesel’s Flagship store

When?

Why?

During Milan fashion week S/S On September 20, 2020 at 9PM (after Versace show)

• Gather the Diesel Community • Improve customer relationship • Convey key messages about brands values and image • Raise awareness • Communicate and engage.

Launch event

How?

- Presentation of denim capsule collection

- Speech from creative director - Detailed Speech about the creation of -

the capsule collection Drinks and canapés (sponsored) DJ set Karaoke on 90s hits Personalization desk with painters Digital touchscreen billboard Adv campaign streaming on monitors. 40

The Event

Karaoke

Personalization Desk 41

Whom?

- VIP Clients - Influencers (wearing new collection) - Press - Contest winners who got the access to the event

Sponsorship Sponsorship with Do&Co The catering company serve guests with their canapés, Martini and Campari will supply the event with the drinks and Samsung will provide all the equipment such as: Monitors & Dj set equipment. The agreement is that Diesel and the Influencers will mention these companies on every social media platform and also they will be mentioned in Fashion magazines oﬄine and online.

Event Roll Out

Media List

Influencers Influencers were chosen in order to promote the new capsule collection and the event launch on social media and make it more visible and appealing. These fashion & lifestyle influencers where carefully selected due to their image and the engagement they have with their audience. Since Diesel is creating Tik Tok platform, Kristen Hancher (Tik Tok blogger 23M followers) will be invited to interact wit her audience on tik tok about Diesel’s new denim collection. The influencers were chosen from the countries that Diesel wants to target the most :UK, France,China,US and Italy. Thus they can reach and promote the collection to the targeted audience.

Influencers’ Dutty -Social media exposure (pictures, IG stories,Instagram posts, Lives, Mentions,Tik Tok Videos) -Tagging Diesel in all their social media post and using the hashtags #backtotheroots #Dieseldenim #DieselSustainability -Wearing the brands Garments during and after event and posting the outfits they arranged on social media

Gilda Ambrosio From Milan

Jeanne Dammas From Paris

Alexa Chung From London

Fil Xiaobai From Shanghai

Kristen Hancher From New York

Social Media Plan Objectives - Increase the brand awareness Globally -Increase engagement among the current target - Gain more Followers - Create awareness about “Back To The Roots” and brand’s sustainable approach - Increase website traﬃc - Increase impressions - Increase sales

KPIs -

Profile visits Number of Followers Website Traﬃc Conversions CPS,CTR,CPM,CPV Likes/comments/reposts Impressions Mentions Time spent on the diesel’s platforms Use of #Hashtags Video shares Video views Number of subscribers

Instagram On Instagram, the idea is to focus on posting daily images and videos to promote Diesel’s campaign of capsule collection. Moreover, creating instagram stories that are diﬀerent and innovative compared to other brands. Furthermore, the Instagram page also serves as an online store due to the purchase feature, so the plan is to promote the garments with objective of selling them through this platform. There will be contest to be more interactive with the audience and engage with them in a new creative ways. Also, plan is to collaborate with influencers in order to promote the garments and increase brand and campaign awareness.

Facebook On facebook, the idea is that the brand mainly announces important events, promotions and the launching of new collection. The facebook account of the brand is to create content and update customers about diesel’s latest activities. As, instagram, facebook also has a purchasing feature that gives customers the option of buying directly from the platform. moreover, facebook page also has direct link of the brand in order to encourage customers to visit the webpage and generate traﬃc that will be later translate into sales if customers are interested one the brands products.

Youtube Diesel will use youtube to promote the denim capsule collection Adv campaign, event, recycling bins. The idea is to produce more audiovisual content and storytelling. Youtube is a communication tool in order to generate more awareness and build a stronger brand identity.

Tik Tok Nowadays, Tik Tok has become one of the trendiest social platforms. Lot of Brand and Companies already started to promote their products and services on Tik Tok, which has reached more than one billion active users. Diesel will also create an account on Tik Tok and will promote the brand through this platform, sharing more interactive videos and increase interest in younger target as well. Kristen Hancher (@kristenhancher) (tik tok 23M followers) will be Diesel’s one of the influencer who will promote Diesel’s new tik tok account and the Diesel itself. There will be a contest on tik tok where contestants will - 1.Shoot dancing video wearing Denim on 90s hits 2.Follow Diesel on Tik Tok 3. mention/tag @Diesel and hashtag # Backtotheroots #dieselHeritage #DDenim. Thus, Diesel will interact with audience and increase awareness on new platform and about upcoming capsule collection launch.

Editorial Calendar February

September

October

Influencers’ Posts

Wearing @Diesel new Denim Capsule Collection, And its Recycled! Amazing collection and great idea to take care of our nature!! #DieselHeritage #DieselDenim #Dieselrecycling Wearing @Diesel new Denim Capsule Collection, And its Recycled! Amazing collection and great idea to take care of our nature!! #DieselHeritage #DieselDenim #Dieselrecycling

Wearing @Diesel new Denim Capsule Collection,

Budget

COMMUNICATION MIX 20%

80%

Atl

Btl

WEBSITE

SOCIAL

BILLBOARDS

CELEBRITY

VIDEO & PHOTO CAMPAIGN

EVENT

OTHER BTL ACTIVITIES 3%

12%

1% 17%

13%

31%

ATL

BTL

Bibliography

Images