This document proposes a social media strategy for a summer/festival season campaign for New Look. It includes examples of social media posts, suggestions for influencer collaboration, and a review of competitors' approaches. The objectives are to stand out from competitors for a festival-ready collection, provide engaging customer communications across channels, raise New Look's cool factor, and increase positive sentiment. The strategy is to excite fans about the summer season and collection through seasonal conversation and UGC. It suggests recruiting influencers and fans to generate content using branded hashtags. Execution tactics include contests, exclusive festival access and rewards to build loyalty.

1. New Look
New Look
Social Proposal
By Zara Kenton
27.02.15

2. Brief.
1. Create a small campaign for summer/ the festival season given the objectives and
background, including examples for:
• 2x Facebook posts
• 2x tweets
• 2x Instagram posts
• 1x blog post concept
• 1x competition outline
• A series of snapchats
• General social conversation across this period
2. Provide 1-2 examples of bloggers/vloggers who can collaborate with us (events, blog
posts, twitter takeover? What are we expecting from them?)
3. Is there any best practice from competitors? How are they approaching the festival
season?

3. Objectives.
• Gain standout from our competitors for our festival-ready summer collection
• Provide engaging customer communications that works across all channels
• Raise New Look’s cool factor
• Increase positive sentiment and engagement with the New Look brand

4. 1.0
Strategy.
1. Get New Look fans excited about summer festival season 2015 by
encouraging seasonal conversation and showcasing the S/S15 collection as
the ultimate summer wardrobe
2. Reach and recruit new fans through branded, fan created and influencer
content, and encourage conversation and UGC around New Look’s S/S15
collection
3. Build positive sentient and brand loyalty through exclusive festival content and
fan-only rewards

5. 1.1
Execution.
- Populate the S/S15 content plan with popular summer conversation topics whilst
showcasing the S/S15 collection:
• Festivals
• Destinations
• Surviving the British summer weather
• Summer anthems
- Provide fans with the tools they need to start planning their summer festival wardrobe
• Create a community Pinterest board which influencers can add to, promoting must-
have New Look summer items
• Use Snapchat to give followers exclusive online discount codes, new products and
behind the scene exclusives
- Invite prominent bloggers to take part in our festival secret shopper, allowing them to
select an outfit to gift to another blogger
1. Get New Look fans excited about summer festival season 2015 by
encouraging seasonal conversation and showcasing the S/S15 collection as
the ultimate summer wardrobe

6. 1.2
Execution.
2. Reach and recruit new fans through branded, fan created and influencer
content, and encourage conversation and UGC around New Look’s S/S15
collection
- To generate further engagement, we will post an open call announcing New Look’s
search for Summer 2015’s festival correspondents at Wireless Festival 15
To be in with a chance of becoming one of our official festival correspondents, the
community will need to prove their style stripes by sharing their summer festival looks via
Twitter and Instagram using #NLWireless
• 10 winners will be selected to attend an epic festival adventure at Wireless, July 15
• 50 runner-ups will win a New Look shopping spree
- A ‘New Look Loves’ blog will be posted each week featuring blogger and fan style, to
reward our fans, and drive traffic to the blog
- A dedicated New Look summer festival Tumblr will be launched as a hub to aggregate
all our owned and earned #NLWireless content

7. 1.3
Execution.
- As the official sponsors of Wireless, we’ll bring our fans exclusive access to the event via a
New Look style cam, featuring a shoppable live-steamed hangout so they can check out
and shop the latest looks. If contracts allow, we’ll also stream live music acts on New
Look’s Twitter and Facebook profiles
- Exclusive behind the scenes video and photo content will be distributed throughout via
snapchat’s ‘Stories’ feature
3. Build positive sentient and brand loyalty through exclusive festival content and
fan-only rewards

8. 1.4
Social Content Examples.
1. Want to rock crop tees as well as these guys? Check out how to style it out in this
season’s festival crops in three unique ways (link to blog) – Facebook album
2. We’re crushing over these latest #NLWireless looks. Shop their style, then take your
own picture for the chance to attend this year’s Wireless Festival, or bag yourself an
amaze shopping spree! <link to blog> – Facebook album
1. #Exclusive interview with @Zoella and the gorgeous @JessieJ. @Wireless Catch it
here! #NLWireless - Video embed
2. Sandals Vs Wedges. Who wins? Shop our popular summer footwear here (link to
shop) - split pic of shoes
1. We love this summer vibe from @NicolaD Inspire us with your festival style to win a
New Look shopping spree! #NLWireless #Regram
2. Double tap if you need these ripped denim shorts in your wardrobe this summer!
#shorts #rippeddenim

9. 2.0
Outreach.
Blogger #1
• Who: Jasmine of Jazzabelles Diary
• Why?
Whilst Jasmine is not a top tier blogger, she has a well sized, engaged fan base. Her look is also very
aspirational and she regularly writes about her high street finds. Jasmine is also a big New Look fan!
• What?
- Recruit for New Look Secret Festival Shopper, allowing her to select an outfit to gift to another
blogger
- Invite Jasmine to join our Pinterest summer festival community board as a curator
Blogger #2
• Who: Zoe Sugg of Zoella
• Why?
Top tier, influential vlogger. Zoe has recently released her own book ‘Girl Online’, she also comes
across brilliantly on video, and is also a keen New Look fan.
• What?
- Invite Zoella to Wireless as a New Look VIP, and allow her to choose an outfit from our S/S15
collection to wear
- Ask Zoella to be the host of the New Look Wireless BTS YouTube video, asking festival-goers
about their outfits and presenting exclusive interviews with bands

10. 3.0
Competitor Analysis (S/S14 activity).
H&M
‘Ultimate Summer’
• Custom Spotify app on Facebook. The
app invited fans to upload their
‘Ultimate Summer’ playlists
ASOS
#EpicSummer
• Partnered with MasterCard
encouraging fans to share their
summer pictures to win prize

11. 3.0
Learning’s/ Best Practice.
• Visually led, encouraging UGC, brand assets and influencer content to fully show-off
the collection
• Tap into the natural behaviour of fans to build connection and optimise
engagement
• Simplistic campaign mechanic to generate cut through
• Cross-platform content and entry to increase reach and encourage uptake
• Low barrier to entry to encourage participation
• Tiered prizes to provide accessibility
• Mobile optimized for multi-device interaction
• Optimize through paid media to reach existing and new relevant target audiences
• Conversational tone and description, no high-end lingo!

12. Thank You