dELiA*s Campaign
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dELiA*s Campaign

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  • Creative teaser, sets the tone for our campaign
  • They are becoming more independent and financially conscious.
  • Teens recognize brands that have strong social consciousness and care about causes and charities.
  • In comparison, this is less than half of what the top competition made.
  • Some of the key things we found were that Delia’s circulates 38.8 million direct mail catalogs each month, but continues to have shipping and delivery issues.
  • We wanted to find out the most effective ways to relate our message to the target market through analyzing opinions, buying habits and general interests.
  • With the ever increasing growth of technologies and availability of social media we will be able to reach a highly sought after target market.
  • Increase reach and frequency
  • We will do this thru sales promotions, interavtice and traditional media buys as well as creative social buys.
  • WE will create a cohesive brand image as well as entice new customers
  • Will boost interest and social commentary and increase positive brand identity
  • 73.7% of our target audience uses coupons for shopping

dELiA*s Campaign dELiA*s Campaign Presentation Transcript

  • Consumer Analysis • Consumers are teenage girls 12-17• Teen spending declined last year- increase in saving money • Trend setters and early adopters
  • Teens & Brands
  • Product Analysis
  • Market Analysis• Industry average has experienced a 7.52% growth in past 3 years• Company’s such as Abercrombie, American Eagle, Hot Topic lead industry• Delia’s made $217.15 million in annual sales in 2012
  • PrimaryResearch
  • Problems &• Opportunities Delia’s struggles to remain popular against competitors such as American • Take advantage of growth in technologies and social media Eagle, Hot Topic, Abercrombie, and • Boost sales and brand relationships Forever 21 with west coast stores• Has remained unprofitable over the past 4/5 years• Brand image and broad target consumer base
  • MarketingObjective : • Increase sales 6%AdvertisingObjective:
  • MarketingCommunication Strategy
  • Media Objectives
  • TimingWhen do you buy the most clothes?
  • Geography
  • Spot
  • National
  • Media Mix
  • Social Media• 75% of national buying• 90% of our target market is using social media• Delia’s currently has:
  • • In-stream ads• Youtube Channel – DIY clothing tutorials – Top 10 videos of the week – Celebrity looks from Delia’s
  • Paid Exposure• Pay influential teens to repost brand content• Generate positive buzz• 1,000 influential teens from target market will be used
  • Search Engine•• Optimization Preliminary launch buy 20% of the target markets time is spent searching• Will increase reach and frequencyContingency Fund• $19,502
  • “Live • • Freely Green campaign Idea sparked from dELiA*s asterisk • ” Brand growth and re-inventionWeb banner Advertisement