Whats nicole wearing analysis report

What’s Nicole Wearing?Facebook Video Campaign

Final Campaign Analysis Report

By

Katie Barnes, Natalie Graham, James Potts & Keiffer LaFrance

Presented to

Lindsey Fair & Three Boutique

In partial fulfillment of the requirementsOf MCOM30

School of BusinessSt. Lawrence College

Kingston, Ontario, CanadaApril 25th, 2013

What’s Nicole Wearing?Facebook Video Campaign

The Client .......................................................... 1 Target Market ................................................... 2 List ..................................................................... 3 The Big Idea ...................................................... 5 The Message ...................................................... 6 The Channel ...................................................... 7 The Creative ...................................................... 8 The Results Roxy ....................................................... 10 Only ....................................................... 16 Volcom ................................................... 22The Analysis ..................................................... 28

Table of Contents

What’s Nicole Wearing?The Client

Client Overview

Clothing store geared towards young women (mainly students). Offers brand name clothings in unique and alternative styles.

Three Boutique Goals

- Increase foot traffic- Increase brand awareness- Attract new students to the store- Wants to continue to be apart of the “Downtown Kingston Experience”

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What’s Nicole Wearing?The Target Market

Description

Three Boutique’s target market is young adults who are active on social media and enjoy fun events. The majority of the target market is college and university students living in the Kingston area. Many of the current and potential customers are interested in the arts, fashion and music.

Small and new businesses in Kingston have used social media in the past to promote contests and events. Our promotion What’s Nicole Wearing? will encourage potential customers to follow Three Boutique on Facebook as well as to buy more items when they visit the store.

Segments - Students- 18-25 year old women- Downtown shoppers

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What’s Nicole Wearing?List

First Name Last Name Twitter Handle Email or Website

Katy Anne katyanne92Alyssa AnneBrittany Carr 3rittcarrNina Corcoran neensabeans http://neensabeans.tumblr.com/Elizabeth Forbes Liz_forbesGina Gioia GinaGioiaAudrey Hamilton Hamilton_AudreySheila Huynh sheilala_ Stephanie Nicole JordanJane Kwan janekwan13Christine Ly christine_ly http://elltothefourth.tumblr.com/Liz Martin elizabethelsiePeter McClatchey McClatcheyPeter http://www.creativedisplay.net/index.phpKayla McCormick KaylaMcCormickFBen McLean BenInThePenCFRCKrystian McMahon KrystianMcMahonLauren Moffat moffat_laurenChris Morris chrisandbenji [email protected] Niemann NiemannAshleyNicola Ostrom nicolaostrom NASherri Lee Paterson Sher417Benji Perosin chrisandbenji [email protected] Ridge _beeameliaLeah Sinai leah_sinaiTrina Skanthavarathan skanthavarathanPaige Sontage paigesontagChris Tringham ctringham http://christringham.com/Sarah Witiuk SarahWitiuk

What’s Nicole Wearing?The Big Idea

Original Campaign Concept

We created a 30 second video for Cyndy to use on Three Boutique’s Facebook Page. The video and campaign are titled “What’s Nicole Wearing”. The video features Nicole wearing multiple outfits from Three Boutique, while explaining that the customer can come into the store and receive 15% off of the items Nicole is wearing. The end of the video encourages the viewer to share it on their Facebook page in order to be entered to win a $40 gift card.

The video will be launched on Three Boutique’s Facebook page on April 4th and the winner of the $40 gift card will be announced three weeks after. The campaign however, is flexible and can continue past April 19th if Cyndy wishes.

During the campaign customers can come into the store, pick out the items and mention they were seen in the video in order to receive 15% off. Because viewers have a reason to share the video (a chance to win $40) the video will spread past Three Boutique’s current Facebook fans and increase awareness as well as foot traffic into the store.

Changes

After meeting with Cyndy and pitching our original idea, we along with our client decided to make a few changes to our campaign. Instead of creating one 30 second video, we made three, one of which would be played during each week of our campaign. Instead of showcasing various items from Three Boutique, each video would feature a brand popular in the store. These changes pushed back the launch of our campaign to April 10th and will finish at the end of the month. Incorporating brands instead of specific items into our videos made our campaign more beneficial for both Three Boutique and its customers by insuring that what we offered in our videos was practical.

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What’s Nicole Wearing?List

Post&Secondary Current&Location Interests

Queens-University Kingston Film-&-DramaQueens-University Kingston Fashion

Pickering FashionAlgonquin-College Ottawa Drawing-&-Music

KingstonQueens-University-&-Trent-University Kingston Dancing-&-Adventure

Kingston Music-&-ComedyQueens-University Brampton MusicTrent-University Ottawa TennisQueens-University-&St.-Lawrence-College Kingston TV-&-FashionQueens-University Kingston ShoesUniversity-of-Alberta-&-Carleton-University Ottawa Art-&-CultureSt.-Lawrence-College Kingston Radio

Hamilton The-Twilight-SagaLoyalist-College Kingston Radio

Belleville Brain-Injury-Kingston Marilyn-MonroeKingston Real-Estate-&-MusicBath,-ON. Wrestling-Coach

Queens-University-&-Ashbury-College Kingston KayakingKingston Communications-&-MusicKingston Real-Estate-&-Music

Queens-University Kingston MusicQueens-University Kingston Books-&-TVQueens-University Kingston Kingston-NightlifeQueens-University Ottawa CatsBrock-University Kingston Soccar-&-MusicQueens-University Kingston Media-Psychology

Offer

15% off of a different brand each week and a chance to win a $40 gift card to Three Boutique, when viewers share our video on Facebook.

Appeal

“What’s Nicole Wearing” revolved around implementing an effective use of life-style appeal techniques. This is on account of the nature of the product being advertised, clothes primarily reflect a person’s lifestyle values in a fashion sense – an example would be how business suits reflect status and job values. Three Bou-tique, in targeting young, fashion-forward, women, required a creative component that could identify and reflect the lifestyle of the intended target; it had to hold some form of authenticity. As such, showing Nicole visibly enjoying the clothing offerings from Three, in video form resonated with the audience in that it present-ed a realistic ideal self, patrons could imagine them being “Nicole” and enjoying the savings for Roxy, Only, and Volcom.

Action

Viewers simply have to share the video on their Facebook page to be entered to win the $40 gift card. 15% off will be applied when they come into the store and purchase the brand featured that week

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What’s Nicole Wearing?The Message

Channels

Facebook: The video will be posted on Three Boutique’s Facebook page and shared among other Facebook users. This will be the main channel of our campaign but the promotion itself can also be talked about and hyped over Twitter, other social media sites and through work of mouth within the store.

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What’s Nicole Wearing?The Channel

What’s Nicole Wearing?The Creative

What’s Nicole Wearing?The Results

Metrics & Forecast Analytics

Estimated Campaign cost: Gift Card Draw: $40

15% off brands featured in the video: Roughly $5 off of each item of clothing purchased, with an estimate that 50 people will take advantage of the deal during a three week time frame.

Total: $250

We can estimate that half of the people who take part in the 15% off deal would otherwise not shop at Three Boutique, if the average amount each new customer spends is $60 the amount generated by the video offer is roughly $1500.

Total estimated gain minus estimated cost: $1250

Keeping in mind that this is a rough estimate based on a three week time period, we know that the forecast may not be accurate due to the unpredictability of social media and Facebook. However based on the margins we know that this campaign will increase sales at Three Boutique and generate an overall profit that will more than cover the campaign costs. Overall this is a very low risk campaign.

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Launched Apri l 10th

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Recommendations

Three Boutique should continue operating the “What’s Nicole Wearing” campaign for additional sales, compensating creatively for different brands and seasonal wear. The high-production quality in the final product provided customers and loyal patrons with a pseudo-commercial of products.

A viable recommendation to the “What’s Nicole Wearing” campaign would be adding the videos to an automated playlist for a Three Boutique Youtube channel, this would increase views and allow patrons to seamlessly progress through videos without actively having to click or search for the next video. Furthermore, another consideration would be having clickable links on the video via annotations, this is a technique adopted by large, successful, Youtube channels, and encourages viewers to take an action – be it subscribing, liking, commenting, or sharing.

Additional implementation strategies could come in the form of in-store broadcast, purchasing a television or computer screen and running the ad without sound so as to not drown out the music that is playing in the store. Albeit this could get a bit overwhelming since the ad is so short and looping it would be overdoing it.

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What’s Nicole Wearing?The Analysis

Whats nicole wearing analysis report

Documents

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