j o h n v a r v a t o s

| AMANDA BROHMAN | EMILY BROOKS| ISABELLA RUSSO | AIMEE RICHTER | MORGAN BILODEAU

INTRODUCTION | INSIGHTS

we want to promote the jv brand as a millennial relevant lifestyle brand without distancing the brand from older generations

CORE CHALLENGES

SWOT

STRENGTHS

high social media user interaction

in comparison to competitors’ on Instagram–bode well for a campaign

mainly based on this platform

STRENGTHS

Emphasizes issues central to target

Already has an established social presence in talking about issues that aspired target

cares about

WEAKNESSES

primary male target

men are in general less active than women on all social media outlets–particularly Instagram

WEAKNESSES

low instagram activityjohn varvatos’ social media activity is significantly

low in comparison to that of its competitors’

INSTAGRAM'S ALGORITHMlow instagram activity –> low reach –> low acquisition

OPPORTUNITIES

Who dominates instagram? female millennials

posts by women get five times more likes than those from men (578 compared to 117 on average.)

...and 3 times more comments

= utilize female influence to gain male reach

“Instagram has always been a predominantly female platform, but these findings show just how tough it is for male-focused brands and influencers to build followings and reach audience[...]Insights like this are [also] an asset that can help users create content that will best connect with their audiences.”

- MIKE BANDAR, CO-FOUNDER OF HOPPER HQ (INSTAGRAM ANALYZING TOOL)

OPPORTUNITIES

The trend of unisex clothing is a trend on the rise

recent collections from big fashion houses (including main competitors such as Boss, Burberry)

have integrated womenswear & menswear into one

nearly three-quarters of millennials feel that, “one’s gender doesn’t define an individual.”

HUGO BOSS SPRING SUMMER 2019

THREATS

risk of alienating some existing customers

By targeting younger men, and by integrating both women and men into it

50% of those between 18-34 think that “gender is fluid”, whilst only 39% of those over 55 do

THREATS

similar campaigns have been done before

john varvatos main competitors have done similar campaigns previously–integrating

couples into campaigns, and women into men’s campaigns, and are because of this ahead

TOP: RAG & BONE 2015, BOTTOM: THE KOOPLES SPRING’16

“MR. BURBERRY” FRAGRANCE CAMPAIGN, 2016

INSIGHTS

LOSE A FEW TO GAIN PLENTY MORE

it may be necessary to lose a segment of existing target, one that skews older, in order to to gain loyalty from a new and more powerful one

millennials are the most powerful consumers–by 2020, they will collectively spend $1.4 trillion in U.S. alone

a millennial target will be the most powerful one to gain

UNISEX CLOTHING TREND

an opportunity for john varvatos to get on top of this trend before they fall behind itdoing so will likely result in gaining the wanted male target persona, as well as his girlfriend–and her friends

unisex is a rising trend that’s worth tapping into right now

WOMEN ARE DOMINATING INSTAGRAM

the significant reach and engagement female instagram users have in comparison to their male counterparts is a key insight to effectively reach the the desired target

in order to reach the men we want, we need to reach the women too

OBJECTIVES

REACH

As a result of this campaign, the goal is to reach a new target market: the Millennial man who is active, aware, and indivisible–and who isn’t yet aware that John Varvatos is, too.

Acquire a new target

ENGAGE

We want our new target, and his friends, to actively interact and engage with John Varvatos’ social content–the same way he’d engage in his real life

Make new target actively engaged with JV content

CAMPAIGN PERSONA

Ian

Demographic description (Name – age – gender –

marital status – location – occupation)

28 years old- Male-lives in Brooklyn while working at a

production company, in a relationship.

Personal traits Loves Rock and Roll music. Cares about world affairs-

brings it out with their fashion - Cares about his

relationship with other people, loves sports.

Key problem-question Trying to find a clothing brand that brings out his true

style and personality

Goals Being able to bring out individual style

Needs A clothing brand that offers options that fits his edgy

personality

Concerns Too old school

Basic Requirements

Social Media Usage

Social Media Platforms (Social Networks, Blogs, etc.) Instagram, Facebook, Twitter, YouTube

Platforms usage (hours/ day) 5 hours

Content consumption: General site types &

category-specific

Follows favorite bands, sports networks, fashion

focused- influenced through music

Social Media participation types: Creator, critic, etc. Spectator

OBJECTIVE

ENGAGE

we want our new target, and his friends, to actively interact and engage with John Varvatos’ social content–the same way he’d engage in his real life

make new target actively engaged with JV content

THE BIG IDEA

PUTTING EMPHASIS ON

female role models to influence

THE MALE PERSPECTIVE

CONTENT STRATEGY

UMBRELLA STORY + THEME

What does it mean to be indivisible?

being one but being together

staying compatible by staying yourself

maintaining your own interests

keeping your own identity

balancing togetherness and individuality

I YOU WE

CONTENT THEME

“WE ARE INDIVISIBLE”

INDIVISIBLE

Something indivisible cannot be broken or divided: it’s rock solid.

INTIMACY | INSEPARABLE | INDIVIDUALITY | TOGETHERNESS | RELATIONSHIP

THEME COMPONENTS

CONTENT TRACKS | ORGANIC POSTS

STIMULATE BELONGINGby showcasing relatable real life relationships

through creative individuals who embody the modern millennial John Varvatos man, or woman, and their spaces

SPARK CREATIVITY

through interesting artistic imagery and a diverse set of influential female and male individuals

CREATE BUZZ

CREATIVE EXECUTION

WE WILL BE UTILIZING SOLELY INSTAGRAM + YOUTUBE

WE WILL BE UTILIZING VARIOUS PARTS OF

INSTAGRAM FROM:

stories, posts ads

Imagery and video

+

SOCIAL LISTENING | INFLUENCERS

@gabbriette | @lucasbin45.5K followers on Instagram52.9K followers on Instagram

@ellis__clare | @_desiperez_35.8K followers on Instagram4.75K followers on Instagram

CONTENT CALENDAR

SOCIAL ADS/PROMOTED POSTS

MOODBOARD

TRACKING MECHANISMS

SOCIAL MONITORINGtracking brand mentions for brand management, public relations, customer services

creating press highlights from Instagrampaid and non-paid posts, Insta-stories, hashtags, brand tags

STRATEGY RECOMMENDATION

ORGANIZE FEED USING AESTHETICS

focus on campaign imagery

post real men repping the brand

refrain from posting press-related images

include clips from campaign videos

USE INSTA STORIES TO POST PRESS-RELATED MATERIAL

ADD MORE LIFESTYLE IMAGERY TO FEEL MORE CONNECTED

THANK YOU

j o h n v a r v a t o s