Charles & Keith Digital Marketing campaign report by Thuy An

2015 REPORT

A REPORT BOOKLET BY TRUONG THUY AN HOANG DIEM NGOC PHAN TRAN HA TIEN

CONTENTS

CHARLES & KEITH ANALYSIS

THE 10Câ&#x20AC;&#x2122;S

ISSUES REGARDING SELLING ONLINE

WEBSITE DESIGN

SOCIAL MEDIA POLICY

MOBILE/ IPAD EXPERIENCE

BLOGGER CAMPAIGN

E-MAIL CAMPAIGN

SOCIAL MEDIA CAMPAIGN

REFFERENCE LIST

CHARLES & KEITH ANALYSIS

WHO ARE THEY Charles & Keith is a Singaporean fast fashion brand specializing in ladies’ footwear and accessories. Being founded in 1996 by brothers Charles and Keith Wong, Charles and Keith ran their first business as a simple shoe store at Amara Hotel. Based on the idea that designing, manufacturing and retailing their own product would be a potential business model, a year after establishment, the Wong brothers started to apply this method. In 1998, Charles and Keith took a first step in the development by expanding their market oversea and has achieved significant growth in the annual sale turnover since then.

VISION

‘To be the most admired fashion-forward company’, (Charles and Keith, nd)

MISSION

‘To oﬀer high quality products and services, with a commitment to perfection’, (Charles and Keith, nd)

UNIQUE SELLING PROPOSITION (USP)

Variety range of products, from shoes to handbags and accessories, with very aﬀordable price.

“It’s safe to say that a brand like Charles & Keith isn’t just about looks and trends, but also making fashion accessible and appealing to a wide market at the same time.”, (Yupangco, 2013)

CUSTOMERS

‘Charles & Keith has grown into a 300 store chain with shops across Asia and the Middle East, targeting 25-35 year old women with fashionable, low priced shoes and accessories’, (Japanconsuming, 2015) They are female customers who: Have low to mid level of income Seek to stay ahead of the fashion trend with fashionable footwear and accessories Trendy and sensitive to fashion cycles Conﬁdent about looking good

PRODUCTS

POSITIONING

Footwear (Boots, Flats, Heels and Wedges)

Charles & Keith, a Singaporean shoe brand “dedicated to trendy shoppers”, driven by attention to product design and the larger picture of fashion trends to deliver distinctive, fashion forward styles at a fast pace.

Bags (Bowling, Card Holder, Clutch, Handbag, Haversack, Hobo, IPhone Case, Passport Holder, Satchel, Shoulder Bag, Sling Bag, Tote, Wallet) Accessories (Sunglasses, Belts, Bracelets, Necklaces and Scarves)

Positioned as having an attitude that “exudes style and confidence”, Charles and Keith offers a wide range of shoes bags, and accessories at affordable prices (Buchanan and Damme, nd)

Figure 1: Adapted from (Charles & Keith, 2013)

THE 10Câ&#x20AC;&#x2122;S

THE 10C’S 1. Customer value Wide product range Clear categories within each product range Easy to view catalogues and good product images Speciﬁc details of product Have online exclusives 2. Convenience Free delivery with minimum purchase service There's a “pair it with" panel that introduce other products that match the same style 24/7 access 3. Cost Price range: Footwear: $43 ~ $99 Bags: $13 ~ $96 Accessories: $19 ~$59 Save additional costs like gas, parking, and time Occasionally get exclusive discount for online purchase Oﬀer many promotions for online shopping such as free delivery for order more than $100 => While Charles & Keith has remained their quality quite the same, prices have gone up steadily. To illustrate, a few years ago, a pair of sandals costs about US$15 ~ US$25. However, a simple pair of them is around US$43.

4. Communication Provide “leave a message” tab which helps customer to chat online to the sale staffs Customer can also give vital feedback or chat with the staffs via social networks such as Facebook, Twitter, Instagram, … etc => Charles & Keith is quite active in term of communication. Through their online channels, we find out that the majority of consumer are satisfied with their shopping experience at C&K. 5. Computing Have an mobile application but it is not really active => In the stage of expanding to a bigger market, Charles and Keith should be aware that it is curial to use technology as a competitive advantage. => We believe that the more experiences C&K offers their consumer, the more loyalty customers they will have. So, C&K should pay more attention and consider investing more efforts into this field 6. Customer franchise C&K is a Singaporean shoe brand that dedicated itself to “trendy shoppers", driven by attention to product design and the larger picture of fashion trends to deliver distinctive, fashion forward styles at a fast pace.

7. Customer care Delivery within 2-4 days in the Express Delivery option with high security check 5-7 days for returns of goods. No exchange service available online, any returns for exchange purposes will be refunded via online store credit for new purchases. The website provides care tips for customers to maintain the appearance of products Customers can send feedback directly on the website E-news subscription available Clear and useful details of product 8. Community Available on numerous social media: Facebook, Twitter, Instagram, Pinterest, Tumblr, Youtube where customers can review the product and also look for other feedback of previous customers Don't have the reviews in the oďŹ&#x192;cial website 9. Content Minimalist, modern, tidy and trendy. => Even though the current content gives a clear message about brand identity, it is quite simple and keeps repeating through seasons. For example, in the homepage, there are only about 3 images of the current campaign. So the refresh for brand presence is in need. 10. Customization Customer has an own account to keep track with their purchase => As stated before, C&K is a fast fashion brands that they have not done any of customization. In the near future, they should possibly oďŹ&#x20AC;er some kinds of this form in order to appeal more and more potential customers.

ISSUES REGARDING SELLING ONLINE

OMNI-CHANNEL RETAILING In the last 50 years, digital age has become one of the most prominent elements changing strategies of many business models. This leads to the revolution called multi-channel retailing or Omni channel retailing, which creates huge opportunities that retailers can reach their potential customers as well as strengthen their shopping experiences. In the recent years, while fast fashion retailers are being active to Omni-channel retailing, some luxury brands do not pay much of attention to this kind of business strategy. For example, according to Okonkwo (2010), ‘Prada, one of the most respectable Italian luxury brands didn’t have a website until 2007 – nearly twenty years after the invention of the Internet’. Okonkwo (2010) states that the main reason of this issue is the brand image. These retailers deﬁne their status as high-end brands that are ‘diﬀerent’ from their competitors in the industry.

As a result, they find e retailing difficult to retain their exclusivity and luxury status and ‘They actually is online but is not yet in line’, as Okonkwo (2009) stated. Among the maintenance of exclusivity appeal, customer services is a barrier making luxury retailers slowly engage with the flow of e business strategy. ‘Crucial factors such as aesthetic appeal, store trust, shopping experience, customer service (including guarantee, return and refund, delivery etc.) and sense of power’, are challenges to them to satisfy their customer in the way that offering an excellent shopping experience both before and after the purchase Xia Liu , Alvin C. Burns , Yingjian Hou , (2013)

While Omni channel has become a driven factor to strengthen business strategy, there are some issues regarding online retailing namely intense competition and quality control. We believe that Charles and Keith will be completely successful if they can manage these challenges.

CHALLENGES CHARLES & KEITH HAS TO FACE

INTENSE COMPETITION As Brook-Carter and Parsons (2014) reveal that the growth of digital age and Omni channel results in a highly competitive market. By the accessibility of the Internet, they can visit any shopping websites and make comparison before buying decision. It is the fact that consumer are now well informed and their expectation also constantly changing, so there is a risk of losing potential customers. In order to attract and maintain customers, retailers must be more flexible and innovative. A chief executive cited in Brook-Carter and Parsons (2014) states that: ‘It is not enough now to just present product. You need a real understanding and point of view on fashion. Your product needs to be differentiated’. QUALITY CONTROL Charles and Keith drive customer’s attention to the appeal trendy designed products, which might possibly lead consumer to the wrong direction about the quality. In fact, most of customers do not feel really comfortable with Charles and Keith products that are usually made from PU (PU leather is synthetic, cheaper and less durable than genuine leather). According to a customer cited in Thesmartlocal (2013), Charles and Keith leather is not comfy that hurts her feet whenever wearing their heels. Additionally, sizing system could also be a possible issue for online retailing, especially with footwear retailers. They might consider when making a purchase while they are not sure whether it fix them or not.

So Charles and Keith should standardize their product to make sure that their customer will buy their product without any hesitation. PRICING In order to catch up with the speed of intense competition, retailers might get into the trouble of balancing between quality and price, (Brook-Carter and Parsons, 2014). For instance, the product might be sold at a lower price but cheaper materials might be placed. There could also be a possibility that quality remained but price goes up than before. Actually, Charles and Keith is now facing this issue. On some review websites, Charles and Keith’s customers show their disappointment toward the cost. According to Yap cited in TheSmartLocal (2013), ‘Speaking of price, it does come across rather pricey - for lack of a better word. I personally will only really purchase from them when at the outlet store at Anchor Point’. Joanna Y cited in Yelp (nd), a customer of C&K, states that ‘I have to admit that their designs have improved. But the move to go upmarket so quickly is a big turn oﬀ to fans like me who once adored their shoes for great design and aﬀordability’. Another customer also shows her opinion that: ‘Quality will also help them go a longer way but of course that comes with price. I will never buy cheap shoes because you end up paying for medical fees when you are older.’ From these examples, it is clear that Charles and Keith should consider the consistence between quality and cost. This should be solved as soon as possible otherwise they will lose sales from potential consumer. ‘

WEBSITE DESIGN

CHARLES & KEITH OLD WEBSITE

Generally, Charles & Keith previous website is noticeably plain and simple. Massive amount of information such as the categories, exchanges, returns and company proﬁle are organized in small tabs on the left. While the rest of the website showing only three pictures: the largest one for the campaigns, the other for promotions and the last for editorial photos. Also, when clicking on the tabs, more information is shown by smaller tag in the same window. This can become really complicated and confuses the customers when they are trying to use and experience the website. In order to ﬁx that problem and enhance the performance of the website, we have come up with a new design that can improve the customer experience and increase the brand’s value.

Detailed explanations

The explanations are based on the numbers listed in the mock up.

Start page 1. This starting page usually relates with more high-end and luxury brands rather than Charles & Keith. However, we are trying to increase the brand’s value and image by making it more expensive and upscale to the customers, especially on their ﬁrst glance at the website. Moreover, the quotes may deliver fresh inspirations to the customer and the feeling of wanting to explore more with the brand. It also gives the advantage to C&K to step up in the game because consumer will think of the company as a fast fashion brand yet also has an aesthetic and upscale appeal.

Main page 2. Putting videos of the new campaign and important announces on the front of the website

may attract the customer to understand more about the theme and mood of the collection before beginning to browse for the products. As a result, the customers will be more likely to purchase the items because they have a chance to explore the style and gain more inspirations. Moreover, it is the fastest way for them to know about any special events such as sale periods or exclusive promotions without having to scroll down to the end of the page.

3. Adding the currency selection helps customers easier to check and purchase products. 4. Changing the names from “My account” and “Shopping bag” to “My C&K” and “My cart” creates a warm and friendly feeling for the users.

5. Using arrows to jump to the next photos in the same box is a good alternative to save and

minimize the space of website and can still maintain enough amount of information.

6. Separate the page into several sections instead of combine everything into just one

column of tabs like their previous website. Spreading the information will help the customer to have a clearer view of the brand and also more simple to follow.

7. Aligned squares showing range of products with related pictures can create the edgy,

modern and classy feeling, which are Charles & Keith characteristics. Each of the square buttons indicate diﬀerent group of merchandise. This layout will be easier to view and increase convenience as well as customer value.

8. In the former website, customer service information are mixed with other company data

such as store location, contacts and career opportunity. As a result, customer might find it confusing and take longer time tracking down the information they need. The new design divides them into two separate parts. The first part is customer care services in which below the product segment. Then when consumers finish browsing the merchandise they will be able to find out about the shipping and delivery procedures immediately. The second part includes information of the brand placed at the end of the website for further interactions.

9. Instead of using only texts, we are trying to deliver information to customers by a diverse

collage of Charles & Keith photos. This way of display can make the website becomes more vibrant and easier to illustrate the brand’s identity. Therefore it can improve customers experience and help them to engage more with the page.

10. Change the title from “Company Proﬁle” to “Our Story” will help customer to feel more familiar and closer to the brand.

11. The new category presents pictures of people wearing Charles & Keith merchandises in

various social media networks. By adding this category to the website, customer can have a chance to learn diﬀerent mix and match ideas and tips regarding to the brand’s products. Furthermore, this function will gather photos from all types of sources so that the customer do not have to search for their #OOTD pictures by themselves.

12. The “chat with us” box will be online for 24/7 to answers all of the questions instead of

only online for a short period of time like the formal website. The improvement will be more convenient for online purchases and boost customer service in order to increase larger number of loyal customers.

13. This new feature gives customers a chance to customize and listen to popular music

chosen by Charles & Keith. The playlist consists of various type of music, which suits the brand’s current collection. As a result, it creates a good impression and relaxing feeling to the customer when browsing the products.

14. The old version of the website makes it diﬃcult to locate where to register for the news-

letters. So as to improve the problem, we have put the sign up box at the end of the new website to make it easier to notice. This feature is usually placed at the top along with the search button or sometimes in the middle, however we prefer to have the customer engaged with the brand ﬁrst and ﬁnally come to the registration.

15. Using icons of social networks rather than texts like the previous version makes the web-

site more modern and user-friendly. Moreover, customers do not have to click on multiple tabs to access Charles & Keith social network accounts.

SOCIAL MEDIA POLICY

SHOULD

•Quickly respond to customer’s message and complaint. •Aware of the content when posting about your company. The content must be honest and accurate. •Consider before publishing a post or comment because the readers might be customer, colleagues, partners and competitors. •Ask for permission before posting online.

SHOULDN’T

•Posts confidential and non-public information, for example, financial information, sales trends, strategies, and àny future plans. •Argue or leave comment in negative customer’ posts. Restrain yourself. •Use company’s intranet to access non work-related websites.

•Use #hashtag if there is news update related to company to enhance a better customer’s research.

•Employees are not allowed to check or update their social media pages while working. This will aﬀect the individual productivity and also threaten the overall quality of the whole company.

•Separate company related social media accounts from personal accounts.

•Blame other people for your action online. Try to take responsibility.

•Instantly correct mistakes happened online to limit consequential damages.

•Post the irrelevant company’s information without make the clariﬁcation in your post.

•Care for the content. The content represent brand’s image, thus ensure that it will gain great attention online.

•Show disregards behavior to the online community. Try hard to ﬁnd out where all the problems coming from.

•Raise your voice if there are good ideas that need to express.

•Create and exchange oﬀensive messages. Included complaint about work, threats of violence etc.

•Be professional and use common sense. •Be creative in the content. Come up with catching slogan/phrase and develop the visual materials are importance to spread out the message. •Take time to research customers and tailored messages in order to avoid inadequate information.

Metrics

Measuring brand online reputation is important because it’s a tool that helps to get the better understanding of the online customers’ behavior, especially the brand using many social media channels likes Charles & Keith. Below are some metrics that we decided to use: According to Nichole (2010), the first measuring tool is explored the number of people that were attracted to your brand. The advantage of this metric knows who is your potential customers and determine the potential sales lead. Depend on each social media channels; there are difference ways to take the measurement. For example, track the number of visitors who viewed posts related to the promotion at specific period of time through blog. For Facebook page, counts the total number of liked fans. In addition, identify the number of people become fans, who comments and liked posts during the promotion. The following measurement is to find out who actually cared about the brand. Basically measuring the total people clicked your links, tweet, share, use hashtag, comment, etc. on Charles & Keith’ posts. Finally, determination of the influenced is positive, neutral or negative in sentiment. It means identify the percentage of these sentiments to know if your campaign affected positively or negatively to the customers.

MOBILE/IPAD EXPERIENCE

S HOES

ADVISOR

C&K SHOES ADVISOR Generally, while shopping online, most people have great concerns about the quality of the products. They tend to ask themselves whether the item they want to purchase is going to match the photo displayed in the webpage. This is because they are unable to touch or feel the product. Furthermore customers doubt whether the information written is trustworthy, especially if it is their first experience with a particular online shopping website. This problem appears to become more serious when it comes to footwear products. When buying a pair of shoes in store, a customer can try them on and see if they fit his/her feet or whether they are comfortable. However, while shopping online, customers could not do anything but look at the display photos of the items and use their own imagination. To fix this tremendous problem, we have designed a mobile application called C&K Shoes Advisor to make the online shopping experience with C&K easier and more reliable. The app is an online forum allowing customers to further explore C&K shoes beyond website photos and share the experiences with their pairs of C&K’s in the forms of detail reviews or feedbacks. “C&K Shoes Advisor” will help customers understand better about the quality of the product that they’re going to buy. Clients deserve to know if their future investment is comfortable, durable and most importantly, fashionable. Furthermore, they now have an official page to look for authentic and verified reviews and feedbacks instead of browsing confusedly on multiple networks.

HOW:

- First, create an account, or just simply open the app, ďŹ nd what you need to know and remain utterly anonymous.

- Later on, if you want to join the team and give useful feedbacks of the products, just sign up on the app. Registering is free.

- Use the list/category of the C&K shoes to explore or search for the product by name/type of shoes/product code in the search box.

- When writing a feedback, provide us information regarding where you have purchased the item, how long have you use it, â&#x20AC;Ś then you can freely share your own experience. Moreover, pictures can be added to make the entry more realistic.

- Then, click on the chosen shoes to read all the reviews, feedbacks, and also reply to the feedback if you want to know more about their experience.

- Connect to your social network accounts such as Facebook, Twitter,.. to share the reviews with your friends.

- When making a buying decision, click on the link to C&K website to make the purchase, rather than go to the site and look for the shoes again. - You can also like and share the reviews if they are good and helpful.

MOBILE MOCKUPS

S HOES

VIEW ALL

NEW

F L AT S

BOOTS

HEELS

SNEAKERS

ADVISOR LOG IN EXPLORE

MOBILE MOCKUPS

SHARE YOUR STORY WITH US WHERE DID YOU PURCHASE YOUR C&K SHOES?

WRITE YOUR STORY How long have you buy your shoes? D o y o u s a ti s f y w i t h t h e p r o d u c t ? C a n y o u Share some of your experience?

50 FEEDBACKS If not, what was the problem?

AVERAGE

“VERY COMFORTABLE!” Mr.A

I’ve bought those for 5 months and it’s really comfortable to wear....

D o y o u h a v e a n y r e c o m e n d a ti o n f o r c & k To i m p r o v e ?

Thank you for your sharing! ADD IMAGE

UPLOAD

BUY

BLOGGER CAMPAIGN

WHO

With the rapid growth of Internet, blogging has become more and more popular that many businesses has considered bloggers as an important part to enhance their business strategies. In the oversaturated fashion blogging market, it is quite hard to catch the one that is unique and cohesive to brand identity. However, in the oversaturated fashion blogging market, we ﬁnd out Vanessa Hong with the impeccable fashion blog called The Haute Pursuit. With the Chinese heritage, Hong is a 31 year old Vancouver based blogger with thousands of followers worldwide, especially Asian.

WHY

Style is one of the primary reasons that we choose Hong as our brand ambassador for this season. Her style is really related to Charles and Keith’s brand identity, which is minimal and releases the appeal of exclusivity. According to an interview with H&M, Hong said: ‘my style, it's always about mixing high and low. I've always liked to dress with some athleticism and mixing it with something feminine. And always black and white. Readers can relate to that because the things I wear are not entirely out of reach’. Additionally, Hong’s origin is also a key element for this campaign. In this season, we want to focus on the Asian theme for the brand. Charles and Keith is an Asian fast fashion company, however, they keep using Western model look to build their brand image. So through the collaboration with Hong, we hope to bring in not only the Asian aspects but also maintain the Western appeal. Moreover, Hong has currently spent most of her time working and living in China (especially Beijing), which is one of the largest markets of Charles and Keith, so we want to aim at a larger potential customers by using Hong as an inﬂuencer.

THE CAMPAIGN EXPECTATION

Hong is chosen because her image cohesively represents the spirit of Asian but adding the modern and elegant look of Western appeal. We hope to bring out the new image for the brand but the core value is remained. Also, along with the blogger, we want to reach more potential customer inďŹ&#x201A;uenced by Hong style.

MAIN IDEA

Charles and Keith will collaborate with Vanessa Hong to create a campaign named THE MODERN ASIA running from January to March. The stunning point of this campaign is the combination of an accessories brand (Charles and Keith) with the clothing brand (THPShop) giving customers full options to complete their outďŹ t. Not only that, by showing Vanessa Hong throughout the campaign, we hope to enhance the Asian mood of Charles & Keith. At the beginning of the campaign, Charles and Keith and Hong will both announce about this collaboration on both of their channels such as BlogSpot, Facebook page, Instagram and Twitter using the hashtags: #CharlesandKeithxTheHautePursuit #CharlesandKeithxVanessaHong #ModernAsia #AsianSpirit #StylebyHong. Also, Hong will be featured in an advertising photo shoot in order to promote the campaign.

ONLINE MEDIA

OFFLINE EVENT

•To demonstrate, the ﬁrst post should include editorial photo shoots of Hong wearing Charles & Keith products mixed with her clothing line THPSHOP to indicate that she is a perfect example of C&K image since they both have such similar styles.

•As Hong has owned a brand called THPSHOP including clothing line, this show will feature C&K collection and use clothing from THPSHOP to complete the look. This combination is the win-win situation that Charles and Keith and Hong can gain mutual beneﬁt from collaboration.

On the BlogSpot TheHautePursuit.com Vanessa Hong will weekly post a blog entry that the content is about Charles & Keith in general and its products (footwear, handbags and accessories). In addition, the diversity of the content should be shown in each week’s blog entry in order to make the campaign special and attract more audiences.

•After that, Hong should write a review of Charles & Keith showing her thoughts and experience with the brand. Along with that, she will post several of her daily photos using C&K product on her Instagram account. •Importantly, Vanessa Hong will do an interview with Charles & Keith about her daily beauty routine and provide tips on how to mix high end with low end products. Furthermore, she may also share some of her shopping experiences such as where to buy exclusive fashion items with aﬀordable prices, which is the subject that has most attention from the audiences. The content of the interview will be published on both C&K website and Vanessa’s blog. •Finally, announcement of the fashion show featuring Charles & Keith new collection and clothes from THPSHOP will be wildly spread on all social media networks of both C&K and Vanessa Hong to attracts as much people as possible.

•In order to attract public attention, Charles and Keith will hold a fashion showcase to spreads out the Modern Asian Spirit with the main participation focus on Vanessa Hong – top 14 Fashion Blogger chosen by HARPERSBAZAAR. Guests invited are Asian celebrities and all of customers who are interested in C&K and this campaign.

•The show will be organized on January 2015 at Charles and Keith flagship store in Ngee Ann City. Special appearance of famous Asian celebrities will be the first impress for the show. Next is the main part of the event, which is the show time of Charles and Keith Spring Summer Collection 2015. Additionally, one of the most worth parts of this show is the appearance of Vanessa Hong. While coming up on stage, Hong will look gorgeous in her clothing styled with Charles and Keith bags and accessories. As a businesswoman, an influencer, she will share tips and suggestions on mixing and matching outfit that not only maintain the traditional Asian aspects but also exploring the modern Western sides. •After the show, there will be a warm party serving guests and participants. The game called ‘Style with Hong’ will be held in order to warming the mood. Participants will ask to style an outfit for a provided model using C&K products and THPSHOP clothing. Vanessa Hong and C&K brand manager will choose the game winner and give a compelling prize for them, which is a customized product from Charles and Keith.

EMAIL CAMPAIGN

HEALTHY HIGH HEELS CAMPAIGN There are plenty of reasons why many women want to wear high heels constantly. Top of the reason is that heels can add more attractiveness by pointing out women curves. However, the heels push the back, hip and spine out of the alignment, which cause the pain in whole body and mostly the feet. Therefore, Charles and Keith (C&K) email campaign decided to focus on customers’ health care, especially for whom worn heels daily. To be more speciﬁc, useful tips to reduce pain from long-term high heels usage will be provided in the email series.

WHY

In recent years, social conscious is raised among fashion business. Fashion brands have decided to affiliate with charities or non-profit organizations to prove that the apparel industry concerns about the global community, reported by Neil. These brands have created foundations, which cover numerous aspects such as breast cancer, orphans aid, AIDS research, education funding and career enhancement. In order to increase C&K reputation, we figure that the brand have to give higher attention and care to its customers. Moreover, as Asians usually put health care on top of their priorities, C&K should focus more on the health of customers since it is an Asian-base brand. For those reasons, we have selected this theme and launch a new campaign about women’s foot care.

HOW

•In this serial email, we will announce the special “Healthy & Beauty, Top-to-Toe” foot health, which give customers awareness of painful consequences when wearing heels, tips to protect their feet and oﬀer them some pain prevention exercises. In addition, there will be an in-store discount from 10% to 30% and free delivery with online purchase above US $100 for high heels only. •Initially, the ﬁrst mail is about the introduction of new campaign. Next, C&K’s second email points out the high heels wearing issues, which included serious hurts to your body parts such as back, ankles, knees, and hips. The continuous email is about the useful tips and the some suggestions of high heels treatment products. Lastly, we provide the free exercises with video by Amy (2014) in the fourth email. It contains seven exercises that will help our customers feel good and look gorgeous in heels. If possible, we recommend that customers should complete these exercises as the part of warm up before work out.

METHOD

•Customers will receive one email each week during a month while the campaign is running to have the best updating. •The discount will start from the month we launched the campaign to the end of the following month. •As reported by Amanda (2013), the email should be send on Saturday at nighttime to receive the best percentage of recipients viewed.

METRICS (MEASUREMENT)

Customers who want to receive the newsletter from Charles & Keith have to sign up on the website. Then you will immediately receive the confirmation mail from us. •The first metric that we are going to use is open rates. According to Anonymous (2008), this metric helps you to know the recipients’ percentage of actually mail opened. Moreover, open rates also identify whether the customers are attentive or not to the From and Subject lines of your email. Dividing the number of messages opened by the total messages delivered to calculate the open rates. It would be a good sign if the open rates range between 15% and 25%. •Another metric is “click-through-rate” (CTR). It is calculated by dividing number of click-throughs by the number of messages delivered. The CTR metric informs you how interested of your recipients in the particular issue and how well you deliver that message to them. The expected rate is from 1% to 10%. •Our key metric is ‘”unsubscribe rate”, based on the number of messages delivered divided by the number of unsubscribes. Therefore, we will know which recipients last till the end of the campaign. If they don’t find the campaign interested they would choose to leave. The expectation of unsubscribe rate percentage should be around 0.3 to 1%.

EMAIL MOCKUPS

SOCIAL MEDIA CAMPAIGN

EXPRESS YOUR PERSONALITY CAMPAIGN PURPOSE & EXPECTATION

As the main customer of Charles and Keith are oﬃce women who having strong personality and disposable income. C&K hopes to form a social media campaign that gives prominence to women’s right and boost their self-esteem. Additionally, by sending the responsive message to women, Charles and Keith aim at reaching broaden potential consumer and gaining better recognition in the fashion market.

MAIN IDEA

The campaign will start by showing a series of video about celebrities who confidently express their own personality without any fear of being different or isolated. During the 3 months of campaign, these inspirational videos will alternatively send out different messages of personality from different role model each week. Along with this, target audiences are encouraged to take part in a photo competition named ‘Wear your identity’. This is an opportunity that they could both show their own characteristic and win compelling reward from Charles and Keith.

THE CAMPAIGN

Firstly, a main poster of this campaign will be posted on Charles and Keith Facebook page and sent to subscribers though email system to alert people about this campaign. Related posts will also be daily updated by the C&K admin in order to keep in touch with the target audience and raise their awareness about the campaign. Charles and Keith creative team will come up with a series of video of role models who have high self esteem and dare to show their inner self such as Emma Watson, Tyra Banks and CL (2NE1),... At the beginning of each week, these interview videos will be shown on Charles and Keith YouTube channel. These videos will be stories of experiences from these celebrities on how to confidently express their personality. There will also tips and inspiration that audiences can learn from these videos. The photo contest will be hold during weeks of campaign. Any of Charles and Keith customers is welcomed to join in this competition. Participants are required to post photos that can clearly states their characteristic and fashion taste. Importantly, these photos must feature Charles and Keith products and attract judgment by thoughtful caption and interesting hashtags. To illustrate, contestants will create their own typical hashtag based on the campaign hashtag: #charleskeith_(theirownpersonality). •Charles and Keith team will weekly choose winners of the competition by picking who has the most unique characteristics and who has the most likes from others. •After 3 months of campaign, Charles and Keith will film a special video featuring these winners and their typical personality. This video will official launched on C&K official website, YouTube channel and Facebook page on March 8th to celebrate the International Women’s Day.

SOCIAL CHANNELS USED

Facebook Facebook has become more and more popular that we consider it as the most effective tool to spread out the campaign. As people are being more active on Facebook, we believe that the campaign will gain more public attention by views and shares on this channel. Instagram & Pinterest The two social media sites are the ideal places to run and promote the OOTD competition because people tend to put a lot off effort into photographic skill here. We can possibly generate not only quality pictures but also larger potential customers from here. Other networks such as Twitter, Youtube, Tumblr,.. Those remain channels of C&K are used to post updates and promote the campaign.

EXAMPLE OF THE PHOTO CONTEST ON INSTAGRAM

EXAMPLE OF THE CAMPAIGN ON FACEBOOK

REFERENCE LISTS

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